Independent research & strategy firm releases infographic to illustrate how real customers experience and feel about the new

Dec 17, 2013, 15:00 ET from Change Sciences Group

NEW YORK, Dec. 17, 2013  /PRNewswire/ -- While the nation comes to the general consensus that the U.S. government's newest version of has improved its usability and significantly increased enrollment, a new infographic released today by independent research and strategy firm Change Sciences Group takes a deeper look to demonstrate what that improvement really means.  Comparing the site from late October to the current site, as well as comparing it to other verticals, the data shows where work can be done to reach the level of a high-performing flight booking or e-commerce site.

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Data was collected and analyzed at the end of October and studied again after the recent changes were made to the site by asking real users to attempt tasks on the site while being observed in real time. Compared the first version of the site, there were significant improvements across three core metrics of usability, engagement and conversion. The new site performed 28% better on usability, and most significantly, increased the likelihood to convert by 60%. Engagement had the least amount of improvement performing better by only 16%. Compared to private healthcare sites, the public exchange sites only trailed slightly behind in the overall scores by 9%.

President Obama set ambitious goals early on in his Sep 26 speech to shop for health insurance, "the same way you shop for a plane ticket on Kayak [or the] same way you shop for a TV on Amazon." The data from this study shows, however, that still has a way to go before it bridges the usability gap of 30% for Amazon and 22% for Kayak. By providing more context around the site and approaching the research from different angles, the data does support that's usability is headed in the right direction, but we can also see the specific areas that still need improvement. And, more importantly, we learned from observing real users why the sites performed the way they did and how to take them to the next level, explained Change Sciences founder Pamela Pavliscak, who directed the research.

The new data is based on Change Sciences' Experience Cloud platform, which makes it possible to identify which sites consumers favor and why. To learn more about the research, visit: The following sites are covered in the research: Access Health CT, Aetna, Connect for Health Colorado, CoveredCA, eHealth,, Humana, Kaiser Permanente, and MNsure.

About Change Sciences
Change Sciences is a group of qualitative researchers, data scientists, and software engineers dedicated to helping organizations measure and compare how people experience web sites. It counts 18 Fortune 100 companies as clients and has completed more than 700 projects in the last five years for clients in financial services, healthcare, entertainment, travel, government, e-commerce, and e-learning.

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SOURCE Change Sciences Group