Success Story

Westfund achieves an uplift in conversions using VWO, with Insighten’s CRO expertise

32% value

About Westfund

Westfund is an Australian not-for-profit health fund dedicated to providing quality healthcare coverage since 1881. With a member-first approach, Westfund offers comprehensive health insurance options and exceptional customer service across Australia. Their commitment is to support the well-being of their members through affordable coverage, preventative health programs, and reinvesting profits back into better benefits and services.

To translate digital traffic into sustainable acquisition outcomes, Westfund partnered with Insighten – a marketing technology and analytics consultancy that empowers organisations to turn their data into meaningful growth.

With a focus on marketing technology, customer experience, and data-driven experimentation – Insighten helps brands unlock smarter ways to acquire, engage, and retain customers. Their expertise lies in combining analytics with creativity to optimise business outcomes across the customer journey. Insighten uses VWO as its experimentation and conversion optimization platform.

Why VWO

Insighten’s know-how in conversion rate optimisation, paired with VWO’s experimentation platform, made the experimentation process simple. Together, we were able to identify and test changes that really mattered when it came to acquisition. The results speak for themselves: a clear lift in conversions for the fund – resulting in a 32% uplift in value. Working with Insighten and VWO has been a great experience.

Anna Maltabarow
Chief Customer Officer

Goals

Westfund aimed to grow its member base in regional Australia by improving conversion performance on its website. Although the site attracted strong traffic, supported by ongoing paid media activity and a compelling brand offering, too few users were entering the quote and join (Q&J) funnel – the online journey that a prospective customer follows to:

Get a health insurance quote – calculating the cost of a health insurance product based on selected options like cover type, age, location, and other preferences.
Join – converting that quote into a completed membership or policy by signing up online.

Observations

Insighten’s analysis revealed a key usability gap whereby users were struggling to find a clear entry point into the Q&J funnel. The “Get a Quote” call-to-action button was only available within the homepage hero section, making it easy to miss for users returning to the site from other pages. This reduced visibility created unnecessary friction in the user journey.

Hypothesis

Adding a persistent “Get a Quote” button to the floating navigation banner on desktop would improve visibility and access to the Q&J funnel, thus encouraging prospective members to begin the quote process. The expectation was that this would improve conversions across multiple stages of the funnel.

Tests run

Insighten conducted a structured A/B test comparing the existing homepage (Control) with a variation that included a “Get a Quote” button in the top navigation (Variation).

Control vs. Variation UI:

Control: No “Get a Quote” button in the main nav.
Variation: Prominent “Get a Quote” CTA added to top navigation.

As part of the experiment, Insighten defined success using the following metrics:

Started a quote (Primary)
Quote generated (Secondary)
New member join (Secondary)

With VWO, you can create primary and secondary metrics that apply to different campaigns and track conversions with only a few clicks. You can track clicks on CTA, revenue conversions, form submissions, and many other goals easily. Try out VWO for free to experience this!

Results

As hypothesised, adding the “Get a Quote” button to the floating navigation banner significantly improved visibility and access to the Q&J funnel. This change led to a 10.82% increase in users starting a quote and a 10.24% uplift in quotes generated. These improvements at the top of the funnel contributed to a 28.84% increase in new member joins, which ultimately resulted in a 32% uplift in value.

Conclusion

Even small UI changes, when grounded in user behavior and validated through experimentation, can drive meaningful business outcomes. Insighten’s strategic update to Westfund’s navigation eliminated a key point of friction in the customer journey, making it significantly easier for users
to engage with the quote funnel. This modest design adjustment led to a 29% increase in new member joins and a 32% uplift in value. Based on these results, Westfund has since permanently implemented the change across their website.

If you would like to enjoy similar results on your website, take a full-featured free 30-day trial of VWO and test your hypotheses quickly and easily.