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Hi Jeff,
I like the concept of having only one insurance instead of some extra cover plans offered during each purchase.
Unfortunately the way you present it problematic which will * effect your conversions big time*. I will not comment in details on graphical elements as I'm not a designer and will concentrate on user experience and usability instead. Issues are listed in random order:
Too much going on - everything is screaming for attention, everything looks important but in the same time page looks quite messy. There is no clear order.
There are too many focal points (ten) which is very distracting. User does not know where to look first. Again there is no clear order.
Our brains are hard-wired to notice and recognize faces. That is why lady's face is the first thing which user pays attention to. The problem is that this face not only brings no meaning to the message but also disturbs the viewing flow.
Using questions instead of statements is weakening the message. We should tell users why something is better not ask them why having few insurances is worse than one.
Message is spread all around the page in chunks instead of being presented in one place with careful wording.
Why 2 next steps - what is the difference, which one should I choose?
Hidden Login will be problematic for the repetitive users. It is squeezed into a non typical place.
Registration is a conversion killer. You are asking users to give a lot of personal data, 'Submit Requests', set passwords, tell who was their favourite teacher, and the worst part: give credit card number. All this at the beginning when user is still not fully convinced to user your services. Small comparison: Imagine prospect customer coming into your office and asking questions about your service. Would you expect him to give you all those details after seeing only a small flyer with your offer and before you address their questions?
Critical error during registration process is typically a deal breaker. It hurt's your credibility and scares users off. I got a system error message (2 screens of code).
Design looks dated and cheap. Text is squeezed and randomly placed. There is not enough white-space. Arrows are used as bullets but indicate links in the other places.
IMHO this site should be completely redesigned. A careful design of a new-user experience should take place. Let's hook them first, give instant gratification and ask about money at the end, after they invested time and are convinced.
Hope this helps.
Cheers!
Michael
(user experience designer & strategist)
