Finding Marketing Efficiencies and Creating a Seamless Buying Experience with Invoca and Adobe Analytics
Results at a Glance
- 20% increase in conversion rate
- Over $3 million in cost savings
Choosing healthcare can be an incredibly complex process that is fraught with risks. The mission at eHealth is to change this and make it as easy as possible for people to choose the right health insurance policy.
Most insurance customers, even seniors, tend to do their shopping and research online and many of them purchase a policy over the phone. In fact, seniors purchasing Medicare policies make up 90% of eHealth’s business, and nearly 80% of these policies are ultimately purchased on the phone.
This means that it is incredibly important to create a blended online-offline journey that provides both an excellent web experience and the right kind of human touch at the right times.
We’re evolving our experience from the website to the phone and the only way to do this is to put customers first.
Will Guimont, VP Analytics and Reporting at eHealth
In order to provide the best possible customer experience and optimize marketing efficiency, eHealth had a lot of dots to connect in a customer journey that frequently twists and turns from online to offline and back again.
Before implementing Invoca call tracking and conversational analytics, eHealth could, at best, get session-level attribution for calls originating from paid search or their website. “We operated a messy and administratively burdensome system with thousands of static phone numbers connected to campaign IDs.”
When our click-to-call ads converted, we had limited visibility into conversions at a meaningful level, making it extremely difficult to scale. When we implemented Invoca for these campaigns, we were able to drive down CPAs by upwards of 60%.
eHealth implemented Invoca and integrated it with Adobe Analytics to connect the dots between marketing and demand generation efforts and website and phone experiences. The result is a more complete, effective view into customers’ experiences for use throughout the organization across marketing, product, and sales.
- Reduced cost per acquisition and increased conversion rates
- Integrated analytics with Invoca and Adobe
- Reinvested cost savings into campaigns
- Achieved a 20% increase in conversion rate
- Realized over $3 million in cost savings
At the end of the day, Invoca is an integral part of our tech stack that gives us the 360-degree view of the customer that allows us to deliver the experiences our customers want.