HSBC Insurance Page Optimization: Data-Driven UX Improvements

By the end of this presentation, you'll see how I transformed underperforming insurance product pages through systematic A/B testing and data-driven design optimization that delivered measurable business results across multiple market segments and languages.

You'll witness my expertise in:

• Conversion Rate Optimization: How I identified and solved critical user experience barriers that increased conversion rates by up to 81%

• Multi-Language Testing Strategy: Successfully optimizing across English, Traditional Chinese, and Simplified Chinese user segments

• Data-Driven Decision Making: Using rigorous statistical analysis with 99%+ confidence levels to guide design decisions

• Cross-Device Performance: Delivering improvements across mobile, desktop, and tablet experiences with targeted solutions

This case demonstrates the senior-level analytical thinking and optimization expertise I bring to revenue-critical digital experiences.

The Business Situation

When I joined this optimization initiative, HSBC's Personal and Relevant (P&R) insurance product pages were underperforming across multiple critical metrics:

The Performance Crisis I Inherited:

• Low Application Start Rates: Wealth Protection pages converting at only 1.4% across 4,000+ monthly visits

• Poor Mobile Performance: Family Protector mobile conversion significantly lagging behind desktop

• Multi-Language Inconsistency: Wildly different performance across English, Traditional Chinese, and Simplified Chinese segments

• High Bounce Rates: Users weren't engaging with key product information or proceeding to applications

The Strategic Opportunity I Identified

Revenue Impact Potential: Insurance products represent high-value, long-term customer relationships

• Family Protector: Life insurance with substantial lifetime value per customer

• Wealth Protection: Premium investment products targeting affluent Hong Kong market

• Market Expansion: Simplified Chinese optimization could unlock mainland Chinese visitor segment

My Strategic Insight: The pages weren't failing due to product issues—they had fundamental user experience barriers preventing conversion across different user contexts and languages.

Family Protector Page Redesign

Key Design Hypothesis:

CTA placement and information architecture were primary conversion barriers

Design Strategy:

• CTA Optimization: Reduced from 11 CTAs in control to 3 focused CTAs in challenger

• Information Hierarchy: Streamlined product information presentation

• Mobile-First Approach: Prioritized mobile experience given traffic distribution

Breakthrough Insight:

"Most users choose PWS funnel with PIB funnel getting significantly less engagement"

This data revealed users preferred simplified application paths over complex product information browsing

Measurable Outcomes

• Conversion Efficiency: 11.4% CTR improvement with 17.9% application start increase

• Mobile Performance: 25.5% mobile application improvement addressing primary traffic source

• User Experience: Reduced decision fatigue through strategic CTA reduction (11 to 3)

What This Means for Your Team

The Conversion Optimization Expert You're Hiring

• Revenue Impact Focus: I optimize for business results, not just user experience improvements

• Statistical Rigor: I ensure recommendations are backed by conclusive data analysis

• Cross-Market Expertise: I understand how cultural and linguistic differences affect digital behavior

• Strategic Testing: I design experiments that provide actionable insights for business growth

Immediate Value I Bring

• A/B Testing Excellence: Proven ability to design, execute, and analyze complex optimization tests

• Multi-Language Optimization: Experience optimizing across English and Chinese market segments

• Mobile-First Strategy: Track record of improving mobile conversion while maintaining desktop performance

• Data-Driven Decision Making: Skills to translate statistical analysis into business strategy

Interview Questions I'm Ready to Answer

"How do you approach A/B testing across different market segments?" I design tests that account for cultural and linguistic differences while maintaining statistical rigor

"Tell me about a time you improved conversion rates significantly" I delivered 81% conversion improvement through systematic page optimization, backed by 99.8% statistical confidence across 4,000+ monthly visitors

"How do you balance mobile and desktop optimization?" I analyze device-specific behavior patterns—mobile gets volume optimization, desktop gets conversion optimization, both informed by data

"Describe your approach to statistical analysis in UX optimization" I ensure conclusive confidence levels (99%+) while managing different sample sizes across market segments, providing reliable business recommendations