How nib uses Contentsquare to understand the customer journey and drive experimentation

The company

nib is one of Australia’s leading insurance brands, providing health and medical insurance to over 1.6 million Australian and New Zealand residents. Over 200,000 international workers and students also rely on nib for their health insurance cover. 

Today, nib also provides travel insurance, and supports almost 40,000 participants in Australia’s National Disability Insurance Scheme. 

The challenge

nib has a mission to support the better health and wellbeing of its members, participants and travellers. The company aims to do this by enabling access to a wide ecosystem of ‘personalized’ products, programs, and healthcare services to complement customers’ private health insurance. 

These products are all available on nib’s content-rich digital platform—and ensuring this platform is intuitive is crucial to enabling nib’s customers to navigate through all that information and find what they need with ease. 

Clare Powell is Senior Manager Digital Growth and Performance at nib. Clare looks after the digital analytics function of nib’s website, encompassing experimentation and A/B testing—all with a view to optimizing the online experience and growing website leads and sales. 

Before engaging with Contentsquare, nib was using Google’s Universal Analytics—and many teams were finding it hard to get the insights they needed to optimize nib’s digital experience.

“Where we were struggling is we had a lot of data that told us what was happening, but not why,” says Clare. “For example, we would look at a certain page and could see that visitors weren’t doing what we wanted them to, but didn’t understand why this was the case. We were doing a lot of guesswork in terms of what were the next steps, or what we should optimise next.”

To access the ‘why’ behind their analytics metrics, Clare’s team turned to Contentsquare.

We chose Contentsquare in large part because of how easy the UI was for us. Knowing that we didn’t have a lot of resources, we needed a platform that enabled as much self-service as possible. We also needed a platform that would seamlessly fit in with Tealium—and, as we’re in the finance space, we needed something that met all risk, compliance and security requirements.

Clare Powell

Senior Manager Digital Growth & Performance

The solution

For Clare and her colleagues, Contentsquare has proved to be an essential and delightful asset for carrying out analytics. In her words: “How do I put into words, my love for this platform?” 

Now that nib has Contentsquare to work with, it’s easy for non-technical teams to obtain the insights into the digital experience that they require. 

This includes Clare’s team (Digital Growth & Performance), the IT team (where UX designers sit), DevOps (who use it to look for errors), and the Content and Marketing teams (who look after the blog and general information pages and who track customer journeys on marketing landing pages).  

All these teams are able to easily access data regarding the digital customer experience—and the granularity of that data is a game-changer.

The granularity of the insights is a key benefit of Contentsquare. At a page level, it’s not just how the page is performing overall—it’s getting into the nitty gritty of the individual elements, including the ‘why’. We’re not just able to understand who’s clicking on what, but we’re able to get metrics like attractiveness, rate, exposure which gives us a holistic view.

Clare Powell

Senior Manager Digital Growth & Performance

As Clare explains, Contentsquare hasn’t just helped her team map out the journeys they know they needed to track—but also those journeys which they wouldn’t have tracked otherwise.

“When it comes to customer journey mapping, Google Analytics makes it very easy to build out a funnel or a journey path, but these are journeys you need to plan for. That’s the appeal of that ‘sunburst’ journey visualizer that Contentsquare provides—it uncovers journeys that we didn’t know about.”

Combining Optimizely with Contentsquare for more informed experiments  

Experimentation is a crucial part of Clare’s team’s work, an iterative process that helps identify which of their optimization efforts are most (and least) impactful. 

“We use Optimizely as our experimentation tool,” says Clare. “And it’s great, but sometimes the results can be quite topline.”

Clare’s team has taken advantage of Contentsquare's integration with Optimizely to drill down into Optimizely data—and have quickly struck gold.

We’ve found that combining Optimizely results with Contentsquare gives us context into Optimizely’s experiment data, which helps give us the information we need to choose our next steps wisely and forget a better path forward.

Clare Powell

Senior Manager Digital Growth & Performance

For example, Clare’s team has conducted experiments to see if the website’s filter bar—which enables customers looking for a quote to filter by life stage, state, and desired health insurance premium excess—would be improved by adding an income filter.

“Adding your income gives you a more accurate quote,” explains Clare. “However, Optimizely showed us that the segment of visitors who saw the income filter bar converted less.” 

“From these initial findings, we thought that inputting income causes the price to jump, which then causes potential customers to abandon their journey because they’re after the lowest price.”

Clare’s team used Contentsquare to segment this data and understand the difference between the segment of users who saw the filter bar and interacted with it, and the segment who saw it but didn’t interact with it. 

“What we actually found was the opposite of our initial thoughts on the user experience, and instead, we found that the people who were interacting with the filter bar actually converted quite a bit higher than those who weren’t.”

“Now our hypothesis is no longer price shock. So we’re asking ourselves: how can we better place the element? Or: how can we better explain the benefit of filling in the income field so your quote is more accurate?”

Clare’s team has regular meetings with other teams for ideation sessions where they discuss insights they’ve collected from Contentsquare to help them understand what’s worked and hasn’t worked. This helps them guide the next steps they take as teams and to inspire new experiments. 

Contentsquare has become an essential tool for nib to keep their digital experience moving onwards and upwards. 

As Clare says: “It would be hard to ever go back now that we’ve used Contentsquare!”