How Lemonade improved their customer experience to get more leads

In just five years New York-based Lemonade not only became one of the most popular insurance companies in the US, but also 2020’s best IPO debut, going from nothing to $4.72 billion in market capitalization. How did they do it? Some key factors of their success are their efficient, half-automated claim filing process, as well as the introduction of an alternative business model allowing customers to donate the leftover money of unspent premiums to a charity.

However, this alone isn’t enough to move the needle and sell over one million policies. Introducing Maya: Lemonade’s secret sauce for a superb user experience. Maya is more than a chatbot, though—she’s the heart of Lemonade’s website and app, the clickflow that gently moves leads through the funnel, and the wizard that allows customers to purchase insurance in under two minutes. So what is it that makes Maya loved by millions of users?

Here are six lessons for creating an outstanding lead funnel from examining Lemonade’s website. You can apply these easily to your own business to engage your audience better, generate more leads, and take your user experience to the next level.

Lesson 1: Ask one question at a time

Reducing the amount of information your users have to process is key when it comes to creating a seamless user experience. Instead of overwhelming them with multiple questions at once, ask only one at a time.

Lesson 2: Avoid inputs that force your users to type

Especially on mobile, typing is a pain—and it’s not a secret that the majority of internet traffic is mobile these days. Therefore, the less your users have to type, the higher your conversion rate will be. Try to use questions with predetermined answer options wherever possible.

Lesson 3: Reduce complexity with icons

With playful, intelligible icons Lemonade makes it even simpler to process answer options. By adding this visual component to your answer options you reduce the complexity of the user flow and make your questions easier to answer.

Lesson 4: Create a human experience

By naming the clickflow Maya and adding the picture of an actual person, Lemonade managed to make the whole experience feel more human. At Heyflow, we observe that whenever our customers personalize their user interactions this way, it has a positive influence on lead funnel performance.

Lesson 5: Provide instant feedback for a more personalized experience

When certain answer options are clicked, Maya provides instant feedback. For example, if you indicate that you share your flat with roommates, a comment from Maya appears below informing you that your roommates’ stuff isn’t covered through your insurance. The feature behind this trick is conditional logic. It allows you to customize the click path based on what the user answers. It’s great for increasing the level of personalization, either through affirming the user’s selections, or through providing some contextual information the user might still need to purchase your product.

Lesson 6: Increase the perceived value of your service with a loading screen

Does the animation below really represent the price calculation process? We’re going to let you in on a little secret: no, it doesn’t :) However, users love to feel that you are putting in the effort of customizing an offer for them. This Harvard study shows that fake loading screens are real conversion boosters. No wonder Lemonade leverages them.

Over to you Liked what you saw? Then why not try it out yourself? If you want to build an engaging lead funnel like Lemonade, feel free to get in touch with us through [email protected]. Heyflow is the first no-code solution for creating exactly this kind of user experience in a matter of minutes. Create an account here to start your free 14-day trial.