Case Study:

How we boosted employee benefits utilization, satisfaction, and perception.

Opportunity

Our client, a subsidiary of a large American teachers union, offers dozens of high-quality discounts and sought-after voluntary benefits like Vision, Dental, Auto, and Life insurance to union members. Despite the value, utilization dipped after our client stopped printing booklets during the pandemic.

Why it matters:

Multiple unions compete for the best educators in the state. If perception of the benefits offered by their union dips, educators could choose to leave for another union. Most importantly, educators miss out on benefits that could offset the cost of dues, save money on household bills, and enhance their overall health and wellbeing.

Strategy

We identified new members of the union as being crucial to the success of our solution. Once members pick benefits for the first time, they tend to stick with them throughout their careers.

Our approach:

  • I wrote and directed a bespoke animated welcome video to include as part of onboarding new teachers

  • We built a custom, interactive decision support site with a “member lounge” theme, which we integrated into the client’s existing website.

  • A lean communication strategy in collaboration with the client, and launched it right at Back to School season.

Results

We tracked exponential growth in unique user engagement with the tool over 3 quarters of analytics and a higher-than-average completion rate.

Site utilization

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Completion rates

For multi-question survey-based decision support websites, a “good” conversion rate typically falls between 10% and 30%. However, this can vary depending on several factors, including the industry, target audience, and the survey’s complexity or length.

It can be difficult to put these numbers in context since users are driven to decision-support tools for different compelling reasons. Forrester Research and McKinsey have explored these factors and suggest a good benchmark for experiences like ours is:

  • Excellent: 25-30%

  • Good: 15-25%

  • Average: 10-15%

Our completion rates beat the average by 15%.

and also

The unique user segment of overall visits increased from 85% to 89% over time.

Indication: our strategy to reach new members was successful.

The site also received a statistically significant number of return visitors, meaning it’s being used even after those initial benefits choices are made.