Case Studies
Driving Enrollment With Digital Strategy
Department of Veterans Affairs
To boost applications by veterans and their families for the benefits they've earned, VA needed to make it easier to navigate benefits online. The answer: Explore.VA.gov, completely designed around user goals and supported by a digital outreach campaign that spurred 1.2 million application starts.
Challenge
Too many of the nation's 20 million veterans and their families don't realize they are eligible for VA benefits, and still more are overwhelmed by the large number of VA websites on benefit programs. VA needed a customized web experience that enables this diverse population to easily identify the benefits they've earned, determine their eligibility, and submit an application online.
Solution
Reingold helped VA consolidate information on dozens of benefit programs into nine "buckets" and then used qualitative user research to make them easy to find on Explore.VA.gov. Through A/B testing, web analytics, and user feedback, we optimized the site and a digital ad campaign that drove website traffic, built a dedicated following, and dramatically reduced VA's ad cost per application.
In less than two years
website visits
application starts
email subscribers
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