How to prevent online insurance quote abandonment

By Jason Hulott | Traffic Generation

While it is one thing to drive traffic, it is quite another to ensure that that traffic is of the right quality and also that it converts into sales. This article takes a quick look at how to improve conversion or reduce the insurance quote abandonment rates with the traffic you already have. After all, it can be more profitable to your business by doubling your sites conversion rate with your existing traffic volumes than it would be to double traffic.

Here are 9 ideas to help improve your conversion rate and stop people leaving your site before buying.

  1. Build trust.  Being an insurance company doesn’t necessarily convey trust especially if you are asking for a lot of personal information and the user many not have heard of you before. Reassure users that their information is secure. Make sure the quote process is on a SSL and has the relevant certificates to help create trust.
  2. Reviews.   Having client reviews and ratings is a great way to drive social proof. These reviews and ratings should be clearly displayed on your website during the buying process. It is also better to use an independent ratings service that is based on user feedback. Check out services such as Feefo or Trustpilot.
  3. Progress. Tell users where they are in the process and how many other screens they need to complete to get to the quote. By giving them this ahead of time you can manage their expectations.
  4. Where to go. Make sure you have clear call to actions (CTAs). Do not simply assume they will know what to do next. Make sure your calls to action guide the users through the process.
  5. Email this quote or save this quote? It could be they are not actually ready to buy but by letting them save their quote you can re-engage with them via email.
  6. Pricing. Sadly sometimes it does come down to money. Can you offer money back or maybe a price match guarantee? In this way you are likely to secure the enquiry or sale.
  7. Site speed. One of the things that will get users leaving your site in droves will be site speed. If your site is slow to load you could find people get frustrated and simply leave. Speed up page load times – look at a speed tool such as the Google page insights tool which will help you discuss speed issues with your IT department
  8. Have they left or they are about to? If they abandon their quote or enquiry at a certain point (during the actually buying online process for example) then maybe consider offering a discount coupon to re-engage. This can be via pop up on exit or maybe if you are storing information as it is being collected – via email if they completed that part of the process.
  9. Retargeting. If you have lost the user, you can still try to re-engage with them using retargeting. Make sure you are tracking abandonments via both Facebook retargeting and Google Adwords retargeting tags so you can re-engage with marketing with branded display ads.
  10. Remarketing. There are scripts available that can pop a window if the user is intent on leaving your site before they have finished a process. So if it notices a user is moving to the back button or off of the window, it can pop a marketing message, maybe offering assistance or even a discount if they complete their transaction. We recommend Optimonk which is a low cost option to self manage remarketing activity on your site.
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As you can see, there are a number of ways to try and stop traffic simply leaving your website without making a purchase or getting a quote. You should be working as hard, if not harder, to get your conversion rates high and reduce quote abandonment, as it can be improved conversion that really makes a difference to the effectiveness of your campaigns.



About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.