Reading-ease +28%, Understanding +4.4%


Help customers understand, and want to read, our Annual Pension Statement letter



Participants

• 300 people from the UK, aged between 55 to 75 years

Materials

• 1 existing letter, and 1 new Hunting Dynasty re-write and re-design

Design

• Online Cloze comprehension test (11 questions) and Factor self-report questions (18 questions)

Procedure

• Between subjects: all participants were shown one version of letter only, then asked questions

Analysis

• 4.4% increase in comprehension of the LV= Annual Pension Statement letter (new 70.54% vs. original 67.45%)

• 28% increase in reading-ease and likability (new 81% vs. original 58%)

Original letter

Annual Pension Statements require one thing of the recipient, and that is to understand what their money has done in the past year. And, as they have the option of changing their pension structure at any time – there is no guaranteed action that they have to take, and so nothing we measure as a proxy for success. Hence, a comprehension test.


wide_shallow


1. Re-write & re-design existing letter based on behavioural principles


a. Original letter


b. The Hunting Dynasty re-work



wide_shallow


b. The Hunting Dynasty re-work


Extensively re-designed & re-written with comprehensive notes on behavioural principles at play, and why.



wide_shallow


2. Test


a. Demographics

We captured various demographic data, such as:

• Age, Gender, Types of Pension use (Still paying, Stopped paying, Money withdrawn)





b. Reading task

• Time limited read of letter (6 mins minimum)

• Time limited read of letter (6 mins minimum)







c. Comprehension

Then participants asked comprehension questions

• Cloze (Taylor, W. L., 1953) test in a ‘missing words in sentence’ structure, e.g. ‘This letter is… a. Quarterly statement, b. Annual statement, etc.



d. Ease/feeling questions

Likert-scale non-timed questions, e.g.

• The letter was easy/difficult to read (Difficult 0-1-2-3-4-5-6-7-8-9-10 Easy).

• Understanding the information in letter (Difficult – Easy)

• Understanding the financial terminology (Difficult – Easy)


wide_shallow



3. Results

a. Comprehension

• 4.4% increase in comprehension of the LV= Annual Pension Statement letter (new 70.54% vs. original 67.45%)

• Different use of pension (Still paying, Stopped paying, Money withdrawn) had different levels of understanding when reading the original letter – the Hunting Dynasty letter layout and design was superior giving a bunched, high score for all groups






b. Reading-ease and likability

• 28% increase in reading-ease and likability (new 81% vs. 58%)
The results, when each of the 18 questions was examined, suggest that:

1. A positive and simple perception of language had the greatest effect on comprehension

2. Followed by structure and ease


They did not have to exert more effort as the letter was easier to process and hence their answers were more accurate.

wide_shallow








Contact us


+44 (0)843 289 2901


london@thehuntingdynasty.com



Upload a file if you wish (5Mb limit, any format) :


 







<_!-- "facebook" => "facebook", "Twitter" => "twitter", "Linkedin" => "linkedin", -->