Malt
Malt
Background
Malt, the leading freelance marketplace, collaborated with Sanitas to introduce a tailored health insurance solution specifically for freelancers seeking flexible, cost-effective coverage. The partnership aimed to build a landing page optimized to drive high engagement and conversion rates by clearly communicating benefits and simplifying the initial sign-up experience—ensuring alignment with the freelancer lifestyle.
Core problem
Freelancers often have limited time and resources, leading to frustration when navigating complex insurance options. Lengthy forms, unclear benefit descriptions, and slow response times frequently discourage sign-ups. Malt and Sanitas recognized the critical need for a landing page specifically designed to simplify insurance information, rapidly communicate value, and facilitate swift, frictionless initial sign-ups.
Approach & Process
We adopted a user-centric and data-driven approach to designing the landing page, closely collaborating with Malt and Sanitas. Our key actions included:
Conducting User Research: Engaged directly with freelancers to identify pain points, preferences, and key decision-making triggers around insurance choices.
Crafting Clear and Compelling Messaging: Collaborated with Sanitas to highlight affordability, adaptability, and ease—precisely matching freelancers' priorities.
Streamlining User Journeys: Optimized the initial sign-up form on the landing page, allowing freelancers to quickly provide their essential personal details, after which a Sanitas representative would reach out promptly to complete the process.
Iterative Design and Optimization: Regularly tested landing page layouts, visual elements, and content copy, refining based on real-time user feedback to ensure maximum clarity, appeal, and conversion rate.
Navigating Legal Validation: Worked closely with legal teams at Malt and Sanitas to ensure compliance with industry regulations, privacy standards, and advertising guidelines. This involved meticulous review processes, legal approvals, and adjustments to content and forms to meet all necessary legal requirements without compromising user experience.
Results and Impact
The dedicated Malt–Sanitas landing page successfully communicated comprehensive health coverage and significantly simplified the initial sign-up process, resulting in immediate and measurable engagement.
Key Early Success Metrics:
📈 23% Conversion Rate: Within just three weeks, nearly one in four visitors who engaged with the landing page completed the initial sign-up.
⏱ 85% Under Five Minutes: Most freelancers completed the initial form in less than five minutes, underscoring the effectiveness of the simplified user journey.
