Case Study: Bupa achieves higher mobile conversion rates with Webtrends Optimize

Bupa increases mobile conversion rates using Webtrends Optimize

Bupa, the international health and care company, needed a more sophisticated, insights-led optimisation program to improve how it communicated with customers online and raise both desktop and mobile conversion rates. It chose Webtrends Optimize as an optimisation partner to help strengthen the performance of its digital assets and better understand customer behaviour across its insurance journeys.

Using Webtrends Optimize, Bupa and the vendor team analysed historical and current customer data, then ran targeted multivariate and A/B tests across travel and pet insurance funnels, including page layout, pricing table, and mobile policy summary changes. The results included a 17.5% lift in confirmed policy sales and a 21% increase in mobile conversion rates, with Bupa continuing to expand testing and personalisation efforts with Webtrends Optimize.

Bupa

David Hirsch

Director Marketing Campaigns & Performance