Oscar Health Marketing Funnel Teardown

1. Homepage
SITUATIONAL CONTENT
Relevant content & guidance for the crisis.

2. Homepage
SHOP PLANS
Main activity they want visitor doing

3. Homepage
PERSONAS LISTED on NAV
easy navigation for these key visitor groups

4. Homepage
PREMIUM DESIGN & LOOK
Immediately stands out in a sea of jargon-filled,
poorly-designed insurance sites.

5. Homepage
EASY SORTING by USE CASE
Plans conveniently listed on the homepage … to
target Individuals, Family, Business & Medicare.

6. Homepage
BENEFITS & PERKS
Additional value to convert visitors

7. Situational Marketing
& Useful Content
Homepage
REAL-PERSON TESTIMONIAL
Always more convincing to see reap

8. Insurance plan introduction page
“HEALTH INSURANCE MADE EASY”
Brilliant Positioning for a health insurance
company. Complication & Jargon is the #1 Pain-
Point with Health Insurance.

9. Insurance plan introduction page
“YOUR PERSONALIZED PLAN”
Compelling messaging converts better.

10. Insurance plan introduction page
BENEFITS & PERKS
Additional value to convert visitors

11. Insurance plan introduction page
HITTING ON THE PAIN-POINT
Insurance Jargon is everyone’s least favorite
part about getting insurance.

12. Insurance plan selection page
SORTED BY USE CASE
Easier to understand the different
plans and make a decision.

13. Insurance plan selection page
MORE USE CASE
MESSAGING
Easier to understand the different
plans and make a decision.

14. Insurance plan selection page
NO JARGON
As promised … they remove the
confusion around what each person
gets with a plan.

15. Insurance plan selection page
‘SAVE PROGRESS’ option
Allows for email follow up & nurturing.

16. Insurance plan summary page
ADDRESS LAST-MINUTE QUESTIONS
Easy Navigation on the left panel helps visitor get to the few,
still-unanswered questions.

17. Insurance plan summary page
‘STICKY’ BAR
‘Enroll Online’ link is always visible and follows
visitor down the page.

18. Enroll page
TIMELY GUIDANCE
Avoids last-minute surprises and
abandonment. Page shows only what
needs to be seen at any given moment.

19. Create account