By enhancing customer HR understanding and optimizing the checkout process, we achieved a 34% increase in visits to the checkout page and a remarkable 400% increase in self-service online purchases of Bambee.

Our business partners had tasked the my product group to improve self-sign up rates to reduce the company’s reliance on the sales organization for conversions. To delve deeper into the problem, we conducted an extensive analysis of positive-outcome sales calls and behaviors of high-performing sales team members. We identified a compelling correlation between the sales calls where they took the time to improve a customer’s knowledge of HR benefits and protections and the number of sales calls required for conversion. This lead us to hypothesize that by creating an experience which would increase a lead’s understanding of HR benefits and risks, we could lower the barrier to purchasing Bambee without the aid of a sales person.

To solve the problem, we designed a risk analysis experience that replicated the educational structure of high-performing sales calls. This experience served as a tool to increase customer HR understanding and highlight how HR can both protect and benefit their business reducing the barrier to purchasing Bambee. By highlighting risks and effectively communicating the benefits of HR, we empowered decision-makers and brought them closer to a purchase decision without the need for a salesperson. In addition, we enhanced the checkout process by strategically leveraging credibility elements, such as highlighting previous successes and customer reviews. These elements instilled trust and confidence in potential customers, encouraging self-service online purchases. Our solution drove a 34% increase in visits to the checkout page and a remarkable 400% increase in self-service online purchases.