More than one million people trust Swiss Life. Like everyone else, they want to shape their own lives. To make this a reality, Swiss Life supports each person with individual advice on pension and financial topics.
But: The old website was dominated by the technical implementation. Customers could hardly find the relevant information – the conversion rate was low due to the lack of intuitive user guidance.
The new website was designed to reflect the diversity of individual solutions offered by Swiss Life and to show how clients benefit from personal advice. A major challenge: increasing the conversion rate.
Only a relaunch with a focus on the users can be successful. The basis was therefore an analysis of touchpoints and channels to find out how customers inform themselves about private pension solutions. Accordingly, all content, products and advisory services were aligned along the customer journey.
Based on a qualitative and quantitative research phase, the information architecture was defined according to the needs of the target group. In two user tests, we tested the entire navigation, page structure and page elements.
The new information architecture is much more intuitive than the old one: The navigation was drastically simplified. It contains a maximum of seven elements across all levels. So users can quickly find the content they are looking for.
The focus is on topics from the everyday life of the customers – for example "Planning retirement" or "Part-time work for men – a taboo". Each individual page follows a dramaturgical structure: a gripping introduction and relevant facts attract the readers' attention. Conversion elements connect with the products and calculators.
The content is emotional, true-to-life and introduces the demanding topics in an entertaining way. Especially important: All content is web-compatible and prepared in a wide variety of formats and is easy to consume. Videos, picture galleries, FAQs, calculators, gamification elements and profiles make reading more relaxed and create an interesting change to pure text formats.
When designing the new website, the focus was on the information and interaction elements: All are visually and interactively concise. The design is based on the three overarching communication principles: Close to everyday life, vibrant, smart.
The basis is a digital style guide. It defines the rules for font, colour, space, iconography, language, motion and interaction design. It is thus the creative basis for the entire digital presence of Swiss Life. In addition to the new website, it is also the basis for further digital projects of Swiss Life. In April 2020 the new client portal was launched – and it goes one step further to deliver Swiss Life's promise: To support people in leading a self-determined life.
The website reflects the diversity of Swiss Life's individual solutions and shows how clients benefit from personal advice. The brand can be experienced digitally.
The new variety of topics appeals to many more visitors than before the relaunch – and these visitors move from the product and article pages to Swiss Life's advisory services.
The result: As the new, relevant content is of greater interest to users, the number of product views has risen sharply – and with it the number of advice requests. Individual product consultations have increased massively – combined with a significant rise in the conversion rate.
The following KPIs show the changes between quarters 3 and 4 2019 (after relaunch) compared to quarters 3 and 4 2018 (before relaunch). The relaunch was on 07 May 2019.