When you begin to plan your experiments, it’s easy to get lost in the excitement of the projects you can imagine and all the great ideas you could implement. Crossing that boundary and moving into the building phase of the experiment is when all your ideas manifest into real results that make an impact not only on your bottom line, but also on the lives of the people who visit your website or app.
Carrie Liang, Assistant Vice President of Marketing for Protective Life Insurance, admitted in an interview with Optimizely that most people don’t wake up in the morning thinking that they’d be excited to buy life insurance. With that awareness, Protective’s ultimate objective was to create a journey for customers that makes their company and products more approachable. They looked at the variety of paths visitors pursued on their website to learn more about customer activity and with an intention to increase the satisfaction visitors had with their experience. Structuring these experiments and iterating them effectively put their ideas into action so they could build the right experiences for people that would help them plan to take care of their families when the need arises.