Nationwide · Life insurance VR pilot
Testing whether 360° video and browser VR could sell life insurance better than a form.
Nationwide wanted to know whether immersive media could improve conversion on life insurance leads. The pilot streamed 360° video and a VR experience directly in the browser, no headset required, and introduced the emotional content at the right moments of the journey instead of front-loading it before a form.
The experience flow was mapped step by step against the existing form-based application, and users were split-tested so the team could measure which content was consumed and where conversion moved. A technology experiment with a business question attached.
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