Metrics, traffic, KPI, NPS. You can’t see change if you don’t measure.
At Cigna, our customers told us they wanted a comparison shopping experience for medical plans. As we put this in place and went out to pilot, we noticed that traffic to the comparison page was low. We began experimenting with the location of the compare features and the hypothesis that the initial page was enough like a comparison chart to suffice. We are still in the process of analyzing purchase patterns with traffic patterns.NEXT: Draw