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 should be the comparison chart itself. The next round of analysis will help us determine if we were right.
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