Medi Prime

A thorough examination of various European markets revealed a burgeoning trend towards self-managed subscription-based insurance services, presenting a stark departure from traditional models. In Poland, where existing insurance offerings lagged behind these innovative models, we saw an opportunity to test the waters.

While some critics argue against the efficacy of smoke testing, citing potential drawbacks to user experience, I found it to be a pragmatic and efficient approach, especially when considering the constraints of time and resources. Despite engaging in spirited discussions with specialists advocating for more refined methods, I firmly believe that sometimes simplicity reigns supreme, particularly when one's own financial investment is on the line.

Before launching the experiment, several key components demanded attention to detail to ensure its success. Here are a few things I took care of:

1. Developing the Insurance Offer
   ‍I conducted an analysis of the Polish insurance market and examined similar services offered abroad. Drawing upon insights from this research, I designed an insurance offer tailored to the specific needs and preferences of the Polish demographic. This process involved not only crafting the core features of the insurance product but also exploring various monetization models to ensure viability from a business standpoint. Throughout this phase, I leveraged the expertise of business specialists at Docplanner to refine and optimize the proposed insurance offering.
2. Designing the Platform
   ‍With the insurance offer in place, the next step was to create a user-friendly platform to showcase the service and facilitate user interaction. I opted for a tried-and-tested approach by designing a landing page. This decision was informed by the platform's ability to attract organic and paid traffic from Google. To maintain brand integrity and avoid potential confusion with Docplanner's existing offerings, I developed a separate brand identity and design language for the insurance service. The landing page was crafted to communicate the value proposition clearly, personalize the user experience based on individual data, and guide users through the activation flow, including the crucial step of selecting a payment method.‍
3. Ensuring Clarity and Transparency
   I wanted to ensure that users understood the nature and purpose of the test so I implemented measures to clarify the experimental nature of the offering once users reached the final page. By clearly articulating the rationale behind the experiment and offering incentives such as future discounts, I sought to enhance the overall user experience and foster trust. Additionally, I proactively collected user feedback by soliciting email addresses and consent for further communication, thus laying the groundwork for ongoing refinement and iteration.‍
4. Infrastructure and Analytics Setup
   ‍I orchestrated the technical infrastructure required to support the experiment. This involved securing hosting services and implementing robust analytics tools to track user engagement and behavior on the landing page. By investing in these foundational elements, I ensured the reliability and accuracy of data collection, essential for deriving meaningful insights and informing future decision-making.‍
5. Strategic Advertising Deployment
   ‍Finally, I collaborated with AdWords experts to devise a strategic advertising strategy aimed at maximizing the reach and impact of the experiment. Drawing upon their expertise, we identified optimal entry points for attracting traffic from Google, thereby increasing the likelihood of meaningful engagement with the landing page.
6. A/B testing
   I ensured thorough experimentation with various layouts, content types, including copy and images.

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One particularly insightful experiment revolved around the choice of a top image, where I tested two different portrayals of a young woman using a phone. The aim was to convey the company's ethos of modernity, progressiveness, and inclusivity. Initially, I selected a photo featuring a young black woman, intending to emphasize diversity and relatability. However, feedback suggested that some users perceived this as indicative of a global, impersonal image. Given Poland's limited diversity, ethnicity, and racial discussions being sensitive topics, I conducted an A/B test, substituting the photo with one featuring a white woman.

The outcome was startling — the version with the second woman achieved four times higher conversion rates than its counterpart. This raised intriguing questions for business owners: Do we opt for the safer choice or lean into our brand identity, albeit with potential adjustments, to communicate inclusivity and social commitment? Both paths warrant further investigation.

Now, onto the results. I strategically launched the experiment towards the end of the year, coinciding with the expiration of many people's insurance licenses, thus heightening interest in the topic. The outcome was promising — for the best version, approximately 60% of impressions led to website visits, with around 1 tenth reaching the final page. All that with reasonable AdWords cost of acquisition, kept below 20% of potential income. These findings underscored the business potential and provided a solid foundation for further exploration into the topic.