Directed the UX strategy of the B2B group insurance landing page to increase lead capture for Canada’s first fully online home and auto insurance company, Sonnet Insurance.
Sonnet required strategic direction and content development support for a new landing page focused on B2B Group Insurance. Beyond showcasing the value of Sonnet’s offerings, the page needed to support sales efforts by driving lead conversion via a contact form. The landing page needed to be informative and engaging, allowing audiences to explore Sonnet’s B2B offerings and ultimately convert to a meeting with the sales team.
A thorough discovery process provided the opportunity to identify key competitors, inform SEO ranking criteria, clarify objectives, enable UX development, and inform information architecture. The technical discovery provided insight for the development constraints as outlined by the Sonnet Digital Experience team.
The site visitors
But who are they really?
Total Rewards Manager:
It’s my first time setting up a group insurance plan for employees. Our organization’s high-skill employees turn over within 1-2 years due to an abundance of job opportunities. We want to drive retention through a superior total rewards package.
I’ve recently taken on the role of the benefits plan administrator. As part of our standard process, I’m researching alternate providers to see if there’s a better plan for our University staff that we’re not currently aware of.
Total Rewards Director:
I oversee the Total Rewards portfolio for our organization. We are generally happy with our current provider but are always open to meeting with vendors to discuss new solutions that will help drive down costs.
The Total Rewards Executive:
The ultimate decision-maker for large organizations.
HR professionals have terms for everything. In the case of offering their employees a group insurance plan, they may offer it as part of their overall ‘Total Rewards’ program. To this end we research three potential priority Keyword domains:
It would be a struggle to hyper-optimize one landing page for all the main keyword groups. Thankfully, the findings of search terms being used were fairly cut and dry. To ensure Sonnet would begin to capture leads from a larger audience over time, the SEO strategy involved creating blog categories specific to HR employee-related terms and values.
Overarching B2B customer considerations.
HR users speak in terms of ‘Total rewards’ etc. so web copy should utilize the same language.
Recommend having a separate page/posts that really speaks to employee wellness/rewards programs as currently have no optimization on the existing page.
Our guiding principles
With our research well in hand, we next turned our attention to designing the new landing page, first by defining our desired messaging and information architecture. We explored reusable content blocks and design patterns from Sonnet’s existing B2C site, as well as some leading B2B sites.
With an approved architecture we were ready to start wireframing the sections while our copywriter got to work on developing content. We went through a series of iterations, with the goal of reducing page length and focusing on key messaging and driving conversion.
A short form would attempt to capture only the key information, to keep the process simple for users to reach our and make a connection with Sonnet reps.
Our user journey focused on the various paths users might take to discover the new B2B group insurance landing page, and the actions available to them. The primary goal of the landing page is to have a qualified lead fill out a contact form.
The contact form – As our main CTA and point of conversion it was important to make the messaging clear this is for B2B partners, as opposed to individuals looking for insurance quotes. [See Contact Form prototype].
The hero – making the landing page distinct from Sonnets B2C site branding. Make CTA clear this is for B2B partners, as opposed to individuals looking for insurance quotes.
Before – B2C branding
After – New B2B branding
The infographics – showing Sonnet’s empathy for its customer’s needs.
Before – B2C branding
After – New B2B branding
The info – speaking in the language of HR and employer value propositions.
The site uses a responsive design based on a 12-column structure. [link to prototype TBD]
High fidelity artwork and assets were packaged and provided to the Sonnet dev team in both French and English. The Group Insurance landing page was seamlessly integrated into Sonnet’s overall website with no issues identified.
Post launch, and paired with the media campaign we fully expect to measure an uptick in qualified lead capture. The primary indicator for success will be leads captured through the contact form of the B2B page. However, all analytics channels must be monitored to gain insight into user behavior and friction points through the entire conversion and sales funnel.