Improving GreenShield’s small business lead quality through a multi-path form experience
Business Development Representatives for GreenShield’s Small Business coverage were frustrated: the majority of leads asked generic questions, didn’t meet the coverage criteria, and needed to be rerouted. The lead-to-quote conversion rate was low at 33%. We redesigned the experience into a multi-path form, qualifying users earlier and routing them based on intent to improve lead quality and increase conversion to 45%.
Deliverables
UI/ UX Form Redesign
Timeline
4 Weeks
Role
Supported on form restructuring, pathway logic, and post-submission UX.
Improved clarity, trust, and next step guidance, enabling BDRs to close higher-quality leads.
Challenge
The previous quote flow form for small businesses:
Attracted irrelevant or unqualified leads through a one-size-fits-all single form page approach.
Reduced follow-up efficiency for lean sales teams.
Lacked appropriate routing channels for incoming leads outside the target.
Results
The experience achieved 175% of the monthly lead target by generating 161 leads, surpassing goal expectations by 75%, through:
Improving lead quality.
Reducing irrelevant submissions.
Supporting more efficient follow-up workflows for Business Development Managers.
Increasing lead-to-quote conversion from 30% to 40%.
35%
25%
84%
Previous and updated Small Business form experience
Updated Small Business quote flow
Form: Step 1
Form: Step 2
Form: Step 3
Form: Step 4
Process
Introduced early qualification logic:
We used initial qualifying questions to filter users and route them appropriately, asking upfront whether they were existing clients.
Designed a multi-step experience:
We redesigned the form from a single page to a 3-step process to reduce irrelevant submissions before users reached high-intent quote stages. The form logic included setting up separate pathways for existing clients, individual insurance users, inquires for Health Spending Account coverage, and EAP services.
Improved post-submission clarity:
We introduced an updated submission page with:
Clear success messaging and a trust badge.
A ‘What happens next’ section.
Clear response timelines and an email nurture campaign for all audience segments.
Redesigned post submission experience
Conclusion
The updated form functioned as a routing system, aligning user intent with the relevant business pathway. We worked closely with internal business stakeholders to align on backend logic while ensuring a smooth customer experience on the front end.
We simplified a complex qualification process by restructuring the experience around intent-based user pathways. This project highlighted the importance of designing with frontend experience and backend operational realities in mind, in highly regulated service environments.
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