2013_03_DELA_featured Case Studies

DELA Strengthens Client Relationships With Usabilla Live

  • With Usabilla Live, we change how people perceive our company. Quick fixes make our website more user-friendly and ultimately our customers become more happy.

– Chantal van Kruijsdijk, Internet Marketeer at DELA

The company DELA

Industry: Insurances
Using Usabilla Live Since: November 2012

DELA is a Dutch insurance cooperation with more than 3 Million members. Their central motive is continuity of life. With a wide range of financial and practical services, DELA tries to make the future for their clients as safe and carefree as possible. In order to strengthen the relationship with their clients, DELA continually expands and improves its services. Involvement, integrity and entrepreneurship are the key values that connect DELA with their clients, colleagues, and environment. Usabilla Live helps DELA to listen to the people around them and further strengthen these relationships.

The Opportunity

The main goals of the website www.DELA.nl are to offer different services to their clients, create sales and branding. It is therefore a central concern what people think — about the site itself, but also about the services offered. Different than on most websites, visitors to the DELA website play a central role in the success of the company.

In order to learn more about how visitors use and perceive their website, DELA decided to start using the visual feedback tool Usabilla Live. Again, the idea is not a one-way feedback mechanism, but a two-way conversation with their visitors. DELA is eager to learn from the people, who actually visit and use their website.

The Solution

Since implementing the Live Feedback button on their website, DELA gets a lot of valuable feedback on a continuous basis. They get feedback on things that don’t work, things visitors can’t find, or things they don’t understand. At the same time, visitors confirm usability issues that have already been suspected to be critical. Also, Chantal van Kruijsdijk, Internet Marketeer at DELA, explains: “It’s a great feeling to see that people are actually visiting and actively engaging with our website”.

It’s a great feeling to see that people are actually visiting and actively engaging with our website. (Chantal van Kruijsdijk, Internet Marketeer at DELA)

The visual nature of the feedback allows Chantal and her team to spot and fix bugs instantly. Also, they like how easy it is to share issues and feedback with others. The direct link for sharing feedback items doesn’t require a login, offering a convenient option for promoting results within the organization.

Examples of Usabilla Live feedback

So far, changes that were made based on Usabilla Live feedback had a direct effect on the user-friendliness of the website and thus on the perception of the entire company. For example, people reported an error message when trying to sign up. This is a serious issue, because it kept visitors from becoming clients. The issue was fixed instantly, recovering both the signup process and the user experience of the same — ultimately resulting in more subscriptions.


Since implementing the Live Feedback button on their website, DELA gets a lot of valuable feedback on a continuous basis.

Another visitor wanted to apply for an insurance, but couldn’t get past the field ‘initial letters’. The error message didn’t tell him what to do either, which he reported using the Usabilla Live Feedback button. It turned out that if visitors finish their input with a space, the system cannot handle it. This is a serious issue, keeping motivated clients from applying for one of DELA’s core services. The issue was labeled with high priority, pushing it to the top of the todo list for the development department.

Yet another visitor filled in the contact form on the site for more information on an insurance product. The form ended with the text “Thank you for seeking contact. We will reply in the designated time. For more info, go to the page about our designated times of reply.’ However, there was no link to that specific page. After the visitor reported the issue, the link was added immediately.


Direct links to every feedback item make it easy to share feedback with others.

Usability issues don’t need to be big to be crucial and neither is it necessary to have multiple people report the same issue to make it valid. At the same time, it’s not likely that everyone, who has an issue also reports it. So, if one person reports an issue, it’s very likely that there are also other people with that same issue. If an issue affects visitors and their goals, it needs to be fixed. If it affects conversion, it needs to be fixed immediately.

Analyzing Usabilla Live feedback

At DELA, all feedback is automatically labeled with one out of three custom labels to identify the nature of the feedback. These custom labels are used for organizing the results into the following categories: Suggestions, Bugs, and Compliments. These categories also help to assign the feedback to different people within the organization. Once a month, Chantal exports all relevant feedback to Excel and creates a comprehensive report, which she shares amongst her colleagues.


At DELA, all feedback is automatically labeled with one out of three custom labels to identify the nature of the feedback.

Besides the custom labels, Chantal relies on her own interpretation of the feedback. She combines similar feedback items and defines usability issues. Then, she sorts them by priority, defines deadlines, and assigns them to the person responsible within the organization.

I would recommend Usabilla Live, because it’s very easy to use — both for our visitors and for us as an organization. (Chantal van Kruijsdijk, Internet Marketeer at DELA)

DELA also makes use of other tools, such as Visual Website Optimizer. The insights gathered with Usabilla Live feedback serve as basis for improvements and design alternatives. These alternatives are tested with A/B testing and multivariate testing before being implemented for good.

In a nutshell

DELA is eager to listen to their visitors and learn from them how to further improve their website and services. With Usabilla Live, visitors give feedback on a wide variety of things. There are many positive reactions, but also a lot of constructive feedback, which Chantal van Kruijsdijk summarizes in her monthly usability report. For example, in December 2012, Chantal identified 11 bug reports, 18 usability issues, and 8 suggestions for improvements based on the Usabilla Live feedback. While some feedback results in long-term improvements, other issues are so severe that they have direct effect on the conversion of the site and require immediate action.

Chantal is happy with the diversity of the feedback: “With Usabilla Live, we change how people perceive our company. Quick fixes make our website more user-friendly and ultimately our customers become more happy. I would recommend Usabilla Live, because it’s very easy to use — both for our visitors and for us as an organization.”

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