Sun Life – Behavioural Economics

Challenge: Redesign application pages for the Sun Life Go channel with the goal of increasing application completions.

Copy Minimization

Research: There are many factors that influence our feelings towards digital communications. The amount of copy presented in a digital piece can play a role in whether a person sees it as complex. Just as much as layout and design.

There was a lot of unnecessary copy presented on the application pages.

Solution : Reduce copy and place optional copy in tooltips .

Affect Heuristic

Research: If something feels better, it must be better. Emotion guides and simplifies simple decision-making. If content is written in plain language and is caring and warm, we can see an increase in conversion rates.

Solution: A more conversational approach to the application process. In the suggested text portion of the field, questions are spelled out. This creates an empathetic approach to getting the information we require.

Result: A 12% increase in conversion.