A Redesigned Confirmation Thank You Page

The 'Thank You Page' is the first screen users see after successfully purchasing their quote and serves as the final step in completing their purchase journey.

My Role
User Experience Designer

Designing a Thank You page to better assist users in their journey post-purchase.

Our Client
Berkshire Hathaway's biBerk

biBerk offers business insurance to small business owners nationwide.

Team
The Creative Alliance

Max Hartmann
Austin Stewart
‍‍

Problem

The original Thank You Page needed more clear next steps and essential policy details, which left many small business owners uncertain about what to do next.

Solution

A new Thank You Page designed to better support small business owners following their purchase outlining coverage, payment details, & what to expect.

While the Original Thank You Page included relevant policy details, we observed customer feedback that highlighted confusion among users about the next steps for their new business insurance policy.

The Original Thank You Page

Original Thank You Page: User Research

Click Maps

Using FullStory, we created segments specifically to track click heat maps for each line of business' Thank You pages (Workers' Compensation, General Liability, Professional Liability, Business Owners Policy, and Comm Auto). The image on the right shows an example click map for the Professional Liability Thank You Page.

Tracking User Activity Post-Purchase

FullStory provided us with insightful information as to what users were doing after they reached their Thank You Page. This example funnel shows how many users reached one of the 5 Thank You Pages and then continued to get a Certificate of Insurance.

Key Areas for Improvement

Visual Hierarchy

We focused on making key details like policy type, number, and business name easy to find. By organizing the information clearly, we aimed to create a smooth, user-friendly experience where important details are easy to see, with additional info just a click away.

Next Steps

To clear up confusion, we focused on clearly outlining the next steps to guide users, especially since many are first-time buyers of small business insurance. Our goal was to provide simple, actionable instructions so they can easily understand how to move forward with their new policy.

Payment Details

The original page displayed only the premium price and the biBerk confirmation number, leaving users without critical details such as payment methods, billing schedules, or receipt confirmation. Including this information would enhance transparency and build trust by offering users a complete overview of their purchase.

4 Designs Options and Unmoderated User Testing

We developed four alternative Thank You Page designs, each incorporating unique features tailored to address our identified areas for improvement. These designs explored different approaches to enhancing user clarity, emphasizing key details, and providing actionable next steps, ensuring a comprehensive solution for a better user experience.

Design Option #1

Option #1 mirrors the visual hierarchy of Option #2 but presents the upsell section as three side-by-side cards containing related information. Additionally, the FAQs are displayed in an expanded format for immediate visibility.

Design Option #2

Like Option #1, Option #2 arranges the upsell section into two stacked containers, while the FAQs are presented as expandable dropdowns to reduce visual clutter and improve clarity.

Design Option #3

Option #3 streamlines the Next Steps section by removing step 3 for clearer contrast. The upsell section is displayed as a simple banner, optimizing the design for better usability on mobile devices.

Design Option #4

Design Option #4 differs significantly from the previous three iterations, with the Next Steps, Policy, and Payment Details grouped together in a light blue container. The upsell section is positioned on the right side of the page for a more distinct layout.

Other Key Design Elements

Tab Layout

Overall, each design incorporates 3 key tabs: Next Steps, Policy Details, and Payment Details.

Policy Icons

We added policy-specific icons to clarify which type of policy the user just purchased.

Header Copy

We've purposefully varied the header copy: Thanks for your purchase! versus Your policy is on the way!

Unmoderated Test

To meet our goals of efficiency, budget, and rapid results, we opted for unmoderated user testing—a remote usability method where participants complete tasks independently, without a facilitator.

10 Total Tests

Testing for mobile and desktop allowed us to gather insights tailored to the unique experiences and interactions of each platform, ensuring that both desktop and mobile needs were thoroughly addressed.

30-Minute Tests

To accurately capture user insights, each participant will complete 48 "tasks," consisting of a mix of questions and prompts designed to engage users. This includes 7 post-test questions.

4 Prototypes

Participants reviewed all 4, fully clickable Thank You Pages in alternating order to avoid cognitive bias.

Key Tasks

Users were asked to review key design areas such as Next Steps, upsell sections, FAQs, etc.

Script and Userfeel

Our script featured 48 unbiased questions/tasks to prompt natural responses from testers. We then set up and launched all 10 tests on our chosen platform, Userfeel.

High-Level User Test Results

What Stands Out to Users First?

We asked users to call out the first things they see on the page.

The larger policy number caught the user's attention when they viewed the page. Users also understood and appreciated the effective date of coverage, as well as the Next Steps information.

"I like how the policy number is easy to find right away. A lot of times it's hard to find.”

Three Tabs Insights

Did users intuitively interact with the Next Steps, Policy, and Payment Details tabs?

Nine out of ten users understood the functionality of the tabs/button groups and navigated through them without prompts during their first review of the designs. This was consistent across all users, regardless of which design they viewed first, as all four designs featured the tab layout.

Thank You Page Headline

Which headline best resonated with users?

The page headline “Your policy is on the way!” resonated with seven out of ten users.

"This one is more direct saying something is going to happen." and "Feels conversational. More friendly."

Upsell Sections

Which upsell section did users most appreciate?

Seven out of ten users favored the three side-by-side card style from Design Option #1. They particularly appreciated the pricing displayed on the cards and the blue CTA buttons.

‍"The blue buttons are tappable, I like them. I feel like when I click on them, I'll get the information I want quickly."

Preferred Design

Which Thank You Page design did users prefer?

Six out of ten users preferred Design Option #4. Users particularly appreciated the organization of the Tab Content within the light blue container, which they found had a strong visual hierarchy and was easy to navigate. Additionally, they favored the stacked policy cards on the right side of the page, noting that this layout made it easier to locate and review key information at a glance.

Three Tab Content

Responsive Designs

What Lies Ahead

• A final round of unmoderated user testing to refine and finalize the design.
• Launch the final Thank You Page design to the live purchase flow
• Utilize FullStory and GA4 to track the page's performance and pinpoint any overlooked friction points.

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