Why has GoHealth's online Medicare Supplement insurance application completion rate declined from 80% to 65% in the past two weeks?

Introduction

The recent decline in GoHealth's online Medicare Supplement insurance application completion rate from 80% to 65% over the past two weeks is a critical issue that demands immediate attention. This significant drop in conversion could have far-reaching implications for the company's revenue, customer acquisition, and overall market position in the competitive Medicare Supplement insurance space.

To address this problem, I'll employ a systematic approach that encompasses issue identification, hypothesis generation, validation, and solution development. This structured method will allow us to pinpoint the root cause efficiently and develop both short-term fixes and long-term strategies to prevent future occurrences.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change to the application process. Have there been any updates to the online application flow or user interface in the past month?

Why it matters: Recent changes could directly impact user experience and completion rates. Expected answer: Yes, there was a minor UI update two weeks ago. Impact on approach: If confirmed, we'd focus on analyzing the specific changes and their potential effects.

• Considering the significant drop, I'm wondering about potential technical issues. Have there been any reported server outages, slow loading times, or error messages in the application process recently?

Why it matters: Technical problems can frustrate users and lead to abandoned applications. Expected answer: No major outages, but there have been intermittent slowdowns. Impact on approach: We'd prioritize investigating the system performance and its correlation with drop-off points.

• Given the specificity of the decline, I'm curious about our data collection. Has there been any change in how we measure or define a "completed application" in the last month?

Why it matters: Ensures we're comparing apples to apples and not dealing with a measurement issue. Expected answer: No changes to the metric definition or measurement process. Impact on approach: If confirmed, we can rule out data inconsistencies and focus on actual user behavior changes.

• Considering potential external factors, have there been any significant changes in the Medicare Supplement insurance market or competitor actions in the past month?

Why it matters: External market forces could be influencing user behavior across the industry. Expected answer: No major market shifts, but one competitor launched an aggressive marketing campaign. Impact on approach: We'd need to analyze our market position and potentially adjust our value proposition or marketing strategy.