Petplan Customer Journey
While the Petplan Pet Insurance website was going through a complete overhaul, we put in place a microsite with updated branding and an optimized UX. Content on the landing pages was categorized and ordered to reflect the most common pet insurance questions and concerns searched for on Google. ‘Saved Quote’ and ‘Welcome’ email series were developed that targeted our six most popular breeds as well as the traditional dog and cat split. The sales funnel was also revamped, leading to a 23% increase in conversions.
Concept, creative direction, & art direction for UX & UI design
Above: One of four prospect landing pages
(L) Prospect emails usually included links to pet health content as well as special offers or discounts
(R) Content was often tailored to seasonal holidays
Above: New sales funnel on desktop (steps 1–3) and mobile (step 2)
Above: Sample Saved Quote emails
(1) Generic dog; (2) Generic cat; (3) Yellow Lab
(1) Generic dog; (2) Generic cat; (3) Yellow Lab
Sample Welcome emails
Monthly pet health enewsletters were sent to all policyholders (and repurposed for prospects)
