CASE STUDY Using Optimizely to Increase Customer Awareness and Qualified Engagement Overview A leading healthcare insurance exchange was seeking ways to increase awareness and qualified engagement of the Special Enrollment Period (SEP) tool among its visitors. The SEP tool allows visitors to check whether or not they are eligible to enroll for benefits. Challenge Visitors were arriving to the site and creating accounts before using the SEP tool to determine if they met the qualifications for special enrollment. This led to frustrated visitors who were spending time creating an account, only to learn later that they did not qualify. The client needed to catch visitor’s attention prior to the Create Account page, and direct them to the SEP qualification tool. Plain

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