Millions of Americans shop for health insurance each year and there are thousands of plans to choose from. This can be an incredibly difficult and confusing process, and commonly people 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 needed to be available for its customers regardless of how they chose to connect with the company. Most of their customers tend research coverage online, but ultimately they purchase a policy over the phone. For example, of seniors purchasing Medicare coverage—90% of eHealth’s business—nearly 80% of those policies are purchased by phone. This means eHealth needs a coordinated online/offline experience for customers, which requires analysis of the customer journey across the “digital divide.”
- Which customers really bounced, and which ones switched over to the phone?
- Which pages were driving calls, and did the page referring customer calls influence conversions?
- Was the conversion rate different for customers on the phone versus those that remain in the unassisted channel?
- Did the type of media used to acquire the customer influence the decision to call?
To get these answers, Invoca integrated call information with the rest of the customer data as part of eHealth’s Adobe Analytics implementation. Following this process, eHealth engaged Evolytics to design and implement the integration of these two important sources of data.
Invoca provides integrations with many different solutions in the Marketing Technology space. To achieve the integrated view of customers as eHealth required, Evolytics found it necessary to do more than simply “put the data in Adobe Analytics,” which required:
- Analyzing data collected during the online customer journey. This included collecting dimensions and events, key milestones in the process, and understanding the analytics reporting process.
- Mapping the telephone-to-the web flow, identifying where common events could be used and where to collect phone-specific information, and how to organize data in Adobe Analytics.
- Working with the engineering team at eHealth to confirm that needed information returned to Invoca during a customer’s call progression.
Evolytics then worked with the Adobe Analytics to add Invoca calls into the customer’s analytics visit information at the time of call. Additionally, we coordinated with the Invoca support team to track additional data collected during the phone call in Adobe Analytics via nightly batch processes. A carefully designed and thoughtfully engineered integration meant eHealth gained a consistent process for 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 calling an eHealth call center no longer looks like they just left or bounced from the website. As a result, eHealth now knows that when customers call from an enrollment page they are more likely to convert than those who call from a mini-site, and that conversion rates for customers making contact over the phone is substantially higher than online.
By including call data with their online data, eHealth is now able to understand the true CPA and ROI. Overall, they reported a 20 percent reduction in CPA, a 20 percent increase in conversions, and a 60 percent decrease in click-to-call CPA. These enhancements position eHealth to more accurately optimize programs. Thanks to this work, eHealth realized more than $3 million dollars in cost savings.