Millions of Americans shop for health insurance every year and have thousands of plans to choose from. It is an incredibly difficult and confusing process, and it is common for people to end up purchasing a plan that is not optimal for their needs. eHealth’s mission is to make choosing the right insurance policy as easy as possible.
To accomplish this, eHealth has to be there for its customers however they choose to connect with the company. Most of their customers tend to do research online, but ultimately purchase a policy over the phone. For example, for seniors purchasing Medicare coverage - who make up 90% of eHealth’s business - nearly 80% of policies are purchased on the phone. This means that eHealth needs to have a coordinated online/offline experience for their customers, and to be able to do analysis on the customer journey across the “digital divide.”
To help with this, eHealth chose Invoca’s call tracking system to tie the online and offline parts of the journey together. Related to this journey, eHealth wanted to know things like:
- Which customers really bounced, and which ones switched over to the phone?
- Which pages are driving calls, and does the page the customer calls from influence conversion?
- Is the conversion rate different for customers on the phone versus those that remain in the unassisted channel?
- Does the type of media used to acquire the customer influence the likelihood to call?
To get these answers, it was necessary to bring the Invoca call information into the rest of the customer data in eHealth’s Adobe Analytics implementation. eHealth engaged Evolytics to design and implement the integration of these two important sources of data.
Invoca provides integrations with a large number of different solutions in the Marketing Technology space. To provide the integrated view of their customers eHealth required, Evolytics needed to go beyond simply “getting the data into Adobe Analytics”. To do this, we did several things:
- Analyzed the analytics data collected in the online customer journey. This includes knowing what dimensions and events were gathered, key milestones in the process and how this information was used for reporting and analysis.
- Map the telephone process to the web flow, identifying where common events could be used, where phone-specific information needed to be collected, and how this would be organized in Adobe Analytics.
- Work with the engineering team at eHealth to make sure the needed information was provided back to Invoca as a customer’s call progresses.
Evolytics then worked with the Adobe Analytics and Invoca tools to add Invoca calls into the customer’s analytics visit information at the time of the call. Additionally, we coordinated with the Invoca support team to add additional data collected during the phone call to Analytics via a nightly batch process. A carefully designed and thoughtfully engineered integration meant eHealth had a consistent way of tracking a customer's online and offline interactions with the company across eHealth's many product lines and websites.
Today, using the combined data in Adobe Analytics engineered by Evolytics, a customer who calls an eHealth call center no longer looks like they just left or bounced from the website. As a result, eHealth now knows that customers that call from an enrollment page are much more likely to convert than those who call from a mini-site, and that the conversion rate for customers on the telephone is substantially higher than online.
By including call data with their online data, eHealth is able to understand their true CPA and ROI. Overall, they saw a 20% reduction in CPA, a 20% increase in conversions, a 60% decrease in click-to-call CPA, allowing them to more accurately optimize their program. Thanks to the optimizations, eHealth realized over $3 million dollars in cost savings.
You can learn more about this project in this paper, written in conjunction with our friends at Invoca.