How Fireworx helped Health-on-Line to Optimise their Marketing


Health-on-Line wanted to reinvigorate their online presence in line with their plans for continued growth and asked Fireworx to design and develop a new website that better reflected the brand. As part of the user experience phase, we were also asked to document the end-to-end customer journey, from the site through to the contact centre, making recommendations for improvement.

Health-on-line macbook view
health-on-line icon heart


An Umbraco CMS formed the foundation for the site whilst integrated quote forms and unique partner landing pages were designed to simplify the UX. A number of data sources, as well as call listening and customer research techniques were brought together to document leakage from the application funnel.

Health-on-line mobile view
Health-on-line Mac and Mobile view

“Fireworx’s creativity, planning, business acumen, digital capabilities and communication skills convinced us that they could significantly improve our marketing activity and support our growth. Since we launched, we have seen a 10% improvement in conversion on the website”

Mike Dalby
Managing Director

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like-for-like improvement in application conversion

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decrease in quoted but ‘not taken up’ policies through improving communication at specific times in the application

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End of policy retention was improved from 80% to 92%