Alka doubled their online revenue on insurance

Challenge

How do you sell a complex product online, when the customer can’t consult a broker?

Solution

You design a purchase flow that is so intuitive that users will be able to understand and compare otherwise complex products. And then you test it – again and again and again.

Result

The behavioural design doubled the online revenue of Alka’s otherwise complex insurance products.
200%
Doubling the online revenue

Alka’s focus on developing their online platform and establish digital activities for loyal engagement meant a doubling of online revenue.

Deep dive

Challenge

For many years, the insurance has been ruled by the same collective understanding: insurance are complex products and therefore a broker remains a contingency in order to sell them. This contingency has highly framed the sales efforts within insurance where the interest is made online, but the sell itself happens offline, facilitated by a broker.

 

In this regard, /KL.7 helped a visionary online team within Alka that set out to challenge this understanding and to increase the sale of online insurances.
Their idea was to design the website, the purchase flow, and mail-communications with human behaviour at its very core. This was done by applying behavioural design.

 

Classic UX-tools hadn’t been able to solve the issue, seeing that they often focus on conventions around the media itself – and not how humans understand and relate to the product.

Solution

Building off of behavioural psychology and a split-test methodology, we identified the most essential, behavioural barriers relating to the purchase for potential buyers of online insurance.

 

Second, we completely re-designed the digital presence to meet these perceived barriers.

 

Third, we completely re-designed the digital presence to meet these perceived barriers. Applying principles from embodied cognition and choice architecture, the purchase flow of Alka was made more intuitive.

Result

Alka’s focus on developing their online platform and make digital activities motivating loyalty grew their online revenue from 12 to 30 % of the total insurance-revenue over two years combined. (https://www.alka.dk/om-alka/presse/pressemeddelelser/2018-06-marts)

Want to hear more about the project?

Simon Bentholm

Partner / Behavioural Strategist