direct.aviva.co.uk

Summary of Why This Funnel Works:

• Structured and Sequential Flow: The funnel is designed in a clear, logical order with each step clearly marked. This structure ensures users are guided through the process without feeling overwhelmed, making it easy to follow.
• Progress Tracking: The progress bar at the top of each step (from 1 to 8) informs users of their position in the process, which encourages them to continue until completion.
• Clear and Concise Information: Each step presents the necessary information and fields in a straightforward manner, avoiding clutter and minimizing the cognitive load on users.
• Reinforcement of Benefits: The funnel consistently reinforces the value proposition, such as highlighting the Body Coach App offer, which helps to keep users engaged and adds extra value to the insurance product.
• Personalization Options: Users are given options to customize their cover, which enhances the perception that the policy is tailored to their specific needs.
• Emphasis on Security: By clearly explaining the direct debit process and providing details about data protection, the funnel builds trust, crucial for securing sensitive financial information.

Why This Business Might Have Chosen This Design/Funnel:

This funnel, from Aviva Health Insurance, is likely focused on Sales (end-to-end). The design is streamlined to facilitate a smooth user journey from initial inquiry to final purchase. By breaking down the process into eight clear steps, Aviva minimizes the risk of user dropout. Each step is simple, with minimal distractions, allowing users to focus on one task at a time.

The benefits for Aviva include:

• Increased Conversion Rates: The structured approach reduces the likelihood of users abandoning the process midway, ensuring higher completion rates.
• Enhanced User Trust: The consistent reinforcement of the brand’s reliability (e.g., data privacy notices, payment security details) and the step-by-step guidance help build user confidence, which is crucial when purchasing something as important as health insurance.
• Effective Upselling: By including offers like the Body Coach App, Aviva provides additional incentives for users to complete the purchase, which could improve the perceived value of their policies and encourage higher uptake.

Key Questions from the Design and Why They Work:

1. “Do you already have health insurance?”
   • Segmentation and Personalization: This question at the start helps segment users based on their current status, allowing Aviva to tailor the experience and information based on whether the user is a new or existing customer.
2. “Choose when you’d like your cover to start if you decide you’re happy with the quote.”
   • Flexibility and Control: This question empowers users to choose their preferred start date, giving them a sense of control over the process and making the decision feel more personal.
3. “Have you held an Aviva Health Insurance policy in the 12 months prior to this application?”
   • Eligibility and Discounts: By asking this question, Aviva can immediately determine eligibility for discounts or special offers, which can be a powerful motivator for users to continue with the purchase.

Overall, Aviva’s funnel design effectively guides users through a complex process with clarity and confidence, addressing potential concerns about coverage, costs, and security along the way. This approach is likely to result in higher engagement and conversion rates, making it a strong sales funnel for the health insurance market. The design also contributes to an improved overall user experience.

For additional examples of similar funnel designs, consider exploring Convincely’s website listings.