Using eye tracking to boost subscription rates through enhanced UI/UX

To increase subscription rates, Daiichi Smart Small Amount and Short-Term Insurance Co., Ltd. partnered with its group company, Dai-ichi Life Techno Cross, to explore ways to optimize the user experience on its medical insurance landing page using eye tracking technology. By analyzing customer interactions on the landing page, this proof of concept (PoC) aimed to uncover specific areas of improvement in order to increase enrollment rates.

Addressing dropouts through UI/UX optimization

Daiichi Smart Small Amount and Short-Term Insurance provides a fully digital experience for its customers—from application to claim payout—catering specifically to millennials and Gen Z by providing insurance products and services that support their “stay true to yourself” ethos.

In September 2023, the company introduced a new medical insurance product, “Mimamo Risk,” aimed at Gen Z members new to insurance, as well as those who find traditional insurance too complex or inaccessible.

The product is primarily marketed through online ads that direct users to a landing page, which displays key information, such as premium estimates, coverage details, and an easily accessible “Apply” button. Despite using tools like heat maps and conversion rate tracking, the company sought further insights to understand where and why users were dropping off. They wanted a clearer picture of user behavior to pinpoint areas for improvement from a user-centered perspective.

A fresh approach with eye tracking

A member of the Dai-ichi Life TechnoCross team, who had encountered Tobii's eye-tracking technology at an academic conference, suggested using it to examine the landing page from a new angle. Eye tracking, with its robust applications in academic research and commercial UX, seemed promising for this initiative.

After a demonstration from Tobii, Daiichi Smart Small Amount and Short-Term Insurance decided to move forward with a PoC using Tobii’s Pro Glasses 3, a wearable eye-tracking device. Six participants aged 25-35 were recruited to test the “Mimamo Risk” landing page on their smartphones, with their eye movements and screen interactions recorded.

During the interview, we explored participants' impressions of on-screen elements and their feelings when they stopped interacting. By analyzing this data, we identified areas for improvement in the landing page.

Key findings and actionable insights

Analyzing the eye-tracking data, the team identified several "aha" moments:

1. Overall screen viewing patterns

• Most elements were only viewed for 2-3 seconds, with the top of the screen and numerical data receiving the most attention.

• Gaze focused on the central 50% of the screen, while content at the edges, especially toward the bottom, was often overlooked.

• Critical information on premiums and benefits, positioned mid-page, received little attention, highlighting a need for reordering.

2. Specific content interactions

Impression:

• Viewers primarily focused on numbers in sections like the “Risk Encyclopedia.”

• Risk case studies didn’t evoke a personal connection or the decision to purchase insurance.

• Even in places where it was necessary to read the text, such as notes and explanations, there was no lateral eye movement, and the text was skipped over. Tappable links were sometimes not recognized as interactive, indicating a need for better clarity and visual hierarchy.

These insights — backed by quantitative data — were crucial in identifying practical areas for improvement. For instance, certain “Apply” buttons were underutilized due to their positioning, and sections meant to clarify insurance benefits were too easily missed.

Impact and future implementation

Presenting these findings within the Dai-ichi Life Group sparked interest in adopting eye-tracking analysis across different departments.