The “Abandoned Funnel” test

Users were entering The Zebra’s “funnel,” a quick questionnaire that collects necessary information needed for insurance, only to abandon the process. We embarked on an “abandoned funnel” test, or nudge emails that would be sent to users who exited the page to encourage them to return and complete the form so they can compare and save.

What we did: Collaborate with Life Cycle Manager to align on content strategy, messaging and intended audience. Write and edit “control” and “variant” iterations. Set test parameters to ensure variables were clear and able to .

birthday milestones

Like all things in life, insurance changes as you age. Most people take a “set it and forget it” approach to insurance - but they shouldn’t.

To educate our subscribers on the importance of periodically checking insurance quotes (that’s how you find savings!), we launched Birthday Milestones. This lifecycle email campaign will email users on their birthdays to congratulate them, impart some knowledge about their new “insurance age,” and encourage them to take a quick look.

What we did: Independent research on insurance, retirement and aging. Draft, edit and write iterations for all milestones, from subject lines, preview copy and body content. Flag any potential roadblocks in design. Choose landing pages for CTAs, recommend trusted external sites to hyperlink to from email content.