Loop Health – Healthflex Insurance Enrollment
Who Converts, Who Doesn't
Per-segment completion rates, sorted by biggest opportunity first
Flow Funnel
Screen-by-screen conversion rates, 5 personas entered
Segment Divergence
The same screen, dramatically different outcomes, this is what aggregate metrics hide
Critical Divergence
At Plan Selection, The Confused Novice users drop off at 100% while The Enthusiast users drop off at just 0%. That's a 100pp gap on the same screen.
The Confused Novice
The Enthusiast
The Pragmatist
The Skeptic
Plan Selection
100pp spread100%
0%
0%
100%
7 screen(s) with no drop-offs omitted
The Why, Persona Monologues
What users were thinking at the moment they decided to leave
Plan Selection
, 2 voices“I'm looking at four plans but I have no idea which one my employer will reimburse. Gold costs ₹19,894 per year, that's almost half my monthly salary. Without knowing what my company covers, I'm not going to commit to anything. I'll ask HR first and come back.”
Ramesh Yadav, 45, Government Clerk, Lucknow
The SkepticfrustratedTrust
4/10
Clarity
3/10
Value
4/10
“There are four plans and I cannot understand the difference between them. The comparison table has small English text with words like 'co-pay' and 'sub-limit' that I don't know. Gold is ₹19,894, that is almost my full month's salary! I need to show this to my husband and decide together. I'm closing this for now.”
Meena Devi, 38, School Teacher, Patna
The Confused NoviceoverwhelmedTrust
5/10
Clarity
2/10
Value
5/10
Clustered Drop-Off Reasons
Root causes at each drop-off point, clustered from persona reasonings
Plan Selection
2 drop-offsDecision paralysis from too many plans
50%
“I see Base, Silver, Gold, Platinum but I have no idea what the difference is in practical terms. The feature comparison table has too many rows and I can't figure out which plan is right for my family size and budget. I'll come back when someone explains this to me.”
Trust deficit, no employer validation
50%
“I don't know which of these plans my employer will reimburse. Gold costs ₹19,894 per year, that's more than half my monthly salary. Without confirmation from HR that this is the right plan, I'm not committing my money. I'll ask my company first.”
Fix Recommendations
Ranked by impact and feasibility, build these first
Root cause: 4-plan comparison grid overwhelms low-literacy users and provides no employer-specific guidance
Reduce plans from 4 to 2 recommended options by asking employer name upfront and pre-filtering eligible plans with a 'Best for you' badge
Root cause: No employer-specific plan validation or co-pay information shown during selection
Add employer-specific plan validation, show 'Your employer [X] covers [Y]% of [Plan]' based on employee ID lookup during registration
Root cause: Annual lump-sum pricing causes sticker shock for lower-income users
Show ₹/month pricing alongside annual total, with a '₹X/day' anchor to reduce perceived cost magnitude
Calibration
Simulated completion rate vs. your reported real-world baseline
Simulated
60%
Real-World Baseline
45%
Simulation predicted 15pp above the real-world baseline. Moderate deviation, directionally useful but verify key drop-off screens with real data.