VSP Direct and TA have had a long successful history together. While it is easier to sit back and enjoy the success, we both wanted to take it to the next level. The challenge was to rethink the way that we interacted with our online customers, both on the website and throughout their customer journey. The ultimate goal being increased clarity and conversion throughout the user's digital journey.
The TA web team worked to complete an entire redesign to the VSPDirect.com website inclusive of strategy, UX audits, wireframes, UI design & copywriting. At the same time, our CX team worked to re-strategize the remarketing email ecosystem, including: transitioning the email ecosystem into Salesforce Marketing Cloud; updating journeys and logic based on previous data finds and new website flow; and updating email copy, design and functionality to create a more streamlined and cohesive full experience.
Our creative team delivered two integrated and complementary solutions to VSP: a new highly personalized website experience and a new email ecosystem integrated with the new website inclusive of 5 consumer journeys and 50+ iterations.
Along with the most up-to-date VSP branding for cleaner visuals on the consumer journey, the website features a new plan builder experience at the center of the UX. This three-question experience allows the site to recommend plans based on each individual's answers and preferences. Helping the user by giving clarity when they need it most.
The new email ecosystem housed in Salesforce Marketing Cloud is now extremely interconnected with the VSP Direct website. The email ecosystem work included new strategy, structure and design to work hand-in-hand with the new website. Our new email platform allows for in-depth reporting and new testing opportunities to better serve consumers and customers.
Real member reviews feature prominently on the website, giving a real view of customer experiences with the plans. Finally, the checkout process has been streamlined to prevent fallout during the checkout experience.
Driven by data to connect emotionally with consumers.
Telling a compelling story to engage and build trust.
Deepen consumer relationships at every touchpoint.
Powering our system logic.
The results of this campaign showed incredible success. Site visit quality was much higher in Q3 2023 compared to Q3 2022. Our web lead captures have skyrocketed, and total conversion rate has held steady, leading to changes in the checkout process to reduce purchasing friction.
Email journey performance combined a reduced email send volume with a much higher click-through rate, indicating better audience strategy. The volume of email clicks rose by 758%. Email journeys raised conversion rates from 5.7% to 7.3%.
VSP Site Performance
Jul 21, 23 to Jul 11, 24
New Users:
4,026,220
Transactions:
136,060
Sessions:
5,481,559
Bounce Rate:
43.14%
Top Channels Conversion Rate:
5.48%
VSP Email Journey
Performance
Sends:
15,536,703
CTR:
9.41%
Delivery Rate:
99.66%
Average
Conversion Rate:
8.15%
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