Reducing Medical Anxiety with Information Architecture and Visuals

Allianz Trade noticed a decline in conversions on a key paid landing page. After auditing the page, the benefits of the free assessment were not clearly stated. The hypothesis was validated through A/B testing design interventions.

Project Scope

Page flow, visual design, technical specifications, conversion rate optimization

Team
CRO Strategist

Timeline
6 weeks

Industry
B2B Insurance

My Role
UI Designer

 

Project Overview

As the UX Design lead, I collaborated with the CRO Manager to improve the storytelling and flow of Allianz Trade’s B2B Trade Credit Insurance page, improving the explanation of benefits and resulting in a 43% increase in conversions.

 
 

Problem

Professionals in the B2B trade credit space spend a lot of time researching clients but can struggle to fully determine potential financial risks. Allianz Trade offers trade credit insurance and a risk assessment to enable professionals to maintain the right mix of risk and insurance coverage.

On Allianz’s landing page, these benefits were not fully explained, and they simply offered a “Risk Assessment.” Professionals required more information and trust in the expertise of Allianz, what they would offer, and that reaching out would not tie users to any agreements.

Solution

The landing page speaking directly to B2B professionals was text-heavy, not scannable, and vague about both the trial offer and the benefits. There were also significant technical and legal constraints, due to the industry and limited back-end functionality. All copy had to be closely reviewed, and no new layouts or assets could be incorporated.

Working from a limited asset library, the CRO Strategist and I collaborated on a new page flow to better explain the benefits. I then incorporated scannable blocks, leaning on new uses of iconography and leveraging better hierarchy to allow users to get a broad overview and quickly see the relevance to their pain points.

Including benefits and outcomes alongside an optimized form allowed users to directly understand the process and outcome of contacting Allianz Trade.

Implementation and Results

  • Streamlined landing page: Simplified navigation, consistent CTAs, and a strong information hierarchy allowed users to navigate the page without distraction.

  • Visual explanation of benefits: Using both icons and updated copy, the benefits of the free offer, impacts on users’ business, and no-hassle free trial were quickly communicated to users scanning.

  • Trust Signals: Incorporating quotes from professionals, current client logos, and the number of global customers to increase user trust in the value that Allianz can provide.

The overall conversion rate increased 43.3% after implementation.

This project showcases my ability to collaborate with a team and work within existing design and brand constraints. The limited time, technical flexibility, and brand assets created a project where we had to be creative with the interventions to explain the benefits and offers to users.