How do we get members to search for terms their plan covers for no or low expense?
The problem space:
Surest members weren’t utilizing the search function to search for terms their plan covers. How do we get them to search for these low or no-cost services?
Let’s do some research on how people search for things on the internet!
This is how people search on the internet, and it’s wild:
Humans like to forage for information, much like we forage for food. We need bread crumbs to lead us in the right direction, so we are incentivized to continue looking in a spot for information.
Thank you NNN for The information.
Graphic from NN/g
What we implemented + the results
Using only front-end development hours, we were able to implement newly designed, eye-catching browse cards with updated search terms that better matched the mental model of our members.
The results: In the first 30 days search saw an 11% sustained increase in browse card usage for members entering search. To date this project has done the most to boost members utilizing the search function.
