Case Study: nib achieves 27% lift in conversions and drives new healthcare subscriptions with Webtrends Optimize

Insurance company drives new healthcare subscriptions and increased revenue using a tailored conversion optimisation strategy

nib, a health and medical insurer serving over a million Australians and New Zealanders, faced low online conversion rates and high form abandonment as it tried to deliver a simpler, more personalised self‑service experience. With limited internal resources and a need for advanced MVT/A‑B testing and targeting/personalisation, nib engaged Webtrends Optimize — a testing and targeting solution (Optimize tool and services) — to build a methodical conversion optimisation programme and act as an extension of its digital team.

Webtrends Optimize delivered consultancy, developers, designers and QA to create a customised testing and personalisation strategy: simplifying and personalising the sign‑up form (including IP‑based location pre‑selection and pre‑selected popular packages), and redesigning a mobile‑friendly homepage and browsing journey. Those changes helped nib increase subscriptions and revenue, producing a measurable 27% lift in conversions after the Optimze‑led tests and implementation.

nib

Adam Hatfield

Head of Digital