Case Study: With Usabilla Live, Menzis gains targeted insights into their online user experience
— Navajo Broere, Content Manager at Menzis
The project Menzis
Using Usabilla Live Since: June, 2013
Menzis is a leading Dutch insurance agency. Together with Azivo and Anderzorg, they make up the Menzis-concern. The company’s core values are the wellbeing and health of their clients. Their goal is to make healthcare affordable and available for everyone.
The Menzis website offers a central platform for clients – and everyone who is interested in Menzis’ service portfolio – with information and advice on their services.
Menzis is aware of how important it is to involve clients in optimization processes around their website and services. Only through close collaboration and exchange with their clients, can they continuously optimize their services.
Navajo Broere, Content Manager at Menzis, and his Customer Experience team have a divers UX toolbox in place to continuously; (1) track and measure user behaviour on their site, (2) compare design solutions during A/B tests, and (3) ask their visitors for feedback on different levels.
Navajo explains: “The combination of different tools allows us to track and understand our users on multiple levels. For example, with Google Analytics, we see where our visitors come from, which pages they visit, and where they leave. But we want to know how they experience their online journey.”
Usabilla Live convinces through simplicity
Before Usabilla, Menzis used Kampyle to gain specific online content insights. For two main reasons, Kampyle didn’t turn out to be the right tool: (1) The complexity of the tool made it a difficult to work with on a daily basis and (2) Customer Support is located outside the Netherlands which proved to be a hindrance.
When Navajo came across Usabilla in mid-2013, the simplicity of the tool immediately caught his attention. He was looking for a tool that would allow him to make asking en analysing customer feedback an easy part of his daily workflow.
With Usabilla Live, he had found just that: “What I like best about Usabilla Live is the easy implementation and the on/off button in the backend for each feedback form or campaign. The latter is a small, but quite important feature that gives the user full control over what happens on our website. Its flexibility makes it very easy to experiment and try out different feedback options on the fly. From the Feedback button to our campaigns – we decide what our visitors see.”
The Usabilla Feedback Button on Menzis.nl
Since June 2013, Menzis has used Usabilla Live for Websites for their two main labels. Their main goals are to:
- Gather user feedback on a deeper and more specific level than analytics or generic customer satisfaction surveys.
- Gain qualitative insights into their visitors’ thoughts and motivations.
- Target specific visitors based on their actions or pages they visit.
Usabilla Live within the organization
As part of the customer experience team, Navajo is responsible for representing the client voice within the organization. Especially for the websites, the clients’ needs and opinions are crucial for improving their online user experience.
Whilst Navajo is responsible for the Menzis website, he invited other team members for feedback related to the Anderzorg websites. By defining different user roles, Navajo can limit the access of sub-accounts – for example to a specific Feedback button. This does not only give him assurance about user rights, it also keeps the backend clean for the different users.
Aside from helping his colleagues organize and analyze their feedback, Navajo also encourages them to use campaigns for more targeted feedback. The user-friendly design of Usabilla makes it easy to use for anyone – regardless of how tech savvy they are.
Usabilla Live as part of the UX toolbox
Usabilla Live has become part of a comprehensive UX tool box at Menzis. Every tool has its own focus; By combining them Menzis maximizes insights for improving the user experience.
For example, with Google Analytics, Navajo and his team track the behaviour of their visitors. This is valuable to find out where people go, how long they stay, and where they leave.
With a general customer satisfaction survey, every visitor is invited to give their Net Promoter Score (NPS) score and a more general rating of their web experience. This kind of feedback is very scalable and grants insights into visitors’ overall impression of the company.
Example slide-out question on anderzorg.nl
Through A/B testing, Menzis verifies different design solutions. This kind of testing is rather high up, helping them to tweak important parts of the site for maximum conversion.
With Usabilla Live, Navajo and his team get to the core of their online user experience. Targeted slide-out surveys allow them to ask their visitors about the ‘why’, the ‘how’ and the ‘what’ – helping them to better understand their analytics and customer satisfaction ratings.
For example, with Google Analytics, Navajo could see that a lot of visitors left during the sign-up process and on what page they left. He implemented a Usabilla Live slide-out survey, which was triggered on that specific page. The feedback showed that some of the visitors were just browsing and would return, but it also pointed to a number of problems within the flow of the salesfunnel. They were able to identify the issues of the page and fix them, ultimately increasing their number of successful signups.
Very recently Menzis has added Usabilla for Email to their UX box. Now they can find out what customers really think about the newsletters they send. During the pilot the combination of the newsletter feedback and the page based feedback immediately showed a few issues which could be easily fixed.
Menzis gets a lot of diverse feedback. Sometimes, feedback confirms existing ideas for improvements or suspicions about issues. Other times, Navajo and his team learn about new, or browser specific issues, get suggestions for new features or content, and get compliments on things that their visitors appreciate. Issues that get reported repeatedly get assigned a high priority and get fixed quickly.
Example feedback which led to the discovery of specific browser issues
The following list of feedback items gives a good overview of the kind of useful feedback of the past year:
- Visitors had issues finding or understanding the information about insurance plans: critical information that should be easily accessible.
- Visitors reported technical issues they ran into. For example, the submit button on a signup form didn’t work in certain situations = Not good.
- Visitors reported that they were missing a pdf version with an overview of the changes in their annual insurance plan. Menzis had just switched to purely digital information for this specific subject. The feedback showed that clients were not happy with this switch and wanted the downloadable pdf version back on the website.
- During the last campaign, certain selections where remembered in the sales funnel from one visit to the next. The way this was implemented turned out to be confusing for certain clients. the information appeared (1) inconsistent or (2) didn’t match people’s personal preferences.
- Visitors help Menzis identify browser specific issues. For example, Chrome 34 turned out to have a lot of issues when launched that were not detected in the initial browser compatibility tests.
feedback that comes in is gathered and analyzed. High priority findings, such as technical issues – or the pdf with insurance plan changes – are fixed immediately. Other findings are used as input for longer-term improvements. A lot of feedback has already served as input and inspiration for a possible upgrade and redesign of the salesfunnel.
In a nutshell
Menzis make use of different UX tools in combination with one another in order to understand customer’s online experiences on different levels.
Whilst Google Analytics and general customer satisfaction surveys offer generic insights into the behavior and overall satisfaction of the website visitors, with Usabilla Live Menzis takes a step further towards understanding; (1) ‘why’ visitors act the way they do, (2) what they like and dislike and (3) how their website can be optimized to increase conversion.