petplan new customer journey
While the Petplan Pet Insurance website was going through a complete overhaul, we put in place a microsite with updated branding and an optimized UX. Content on the landing pages was categorized and ordered to reflect the most common pet insurance questions and concerns searched for on Google. ‘Saved Quote’ and ‘Welcome’ email series were developed that targeted our six most popular breeds as well as the traditional dog and cat split. The sales funnel was also revamped, leading to a 23% increase in conversions. || Concept, creative direction, & art direction for UX & UI design.
One of four prospect landing pages
Prospect emails usually included links to pet health content as well as special offers or discounts
Content was often tailored to seasonal holidays
New sales funnel: Step 1
New sales funnel: Step 2
New sales funnel: Step 3
New sales funnel: Mobile
Old sales funnel
Sample Saved Quote email: Dog (generic)
free customer content
Sample Saved Quote email: Cat (generic)
reasons to choose Petplan
Sample Saved Quote email: Yellow Lab
breed-specific claim stories & health info
Sample Welcome email
Monthly pet health enewsletters were sent to all policyholders (and repurposed for prospects)
