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Susie Hood

Is your insurance firm effectively using online trust signals to increase policy conversions?

In the current online marketplace, insurers have a lot of barriers to overcome with customers before they get a policy sign up. In this highly competitive space, you need to stand out and offer something that is unquestionably trustworthy, if you stand a chance of gaining any market share from bigger brands and brokers. Whilst most people won’t even realise that they have noticed some of these things, they can make a big difference subconsciously.

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The end-to-end customer user journey is a separate discussion, but here we look at how you can incorporate trust signals into your online marketing activity to help get more of those policies over the line.

Genuine independent customer reviews

Whilst no review platform is totally infallible, some are more prone to potential fakery than others. Using a trusted review tool, such as Trustpilot, to build genuine customer reviews, will pay dividends as a signal to potential customers that you are committed to providing a good service. Every company sometimes gets bad reviews; you can’t please everyone, all of the time. However, people expect to see ratings like 4/5 or 4.5/5 and are suspicious of firms that have 5-star ratings across the board. Honesty is always the best policy when it comes to reviews. If someone posts a bad review, make sure this is publicly followed up by the company and it can work in your favour.

Client testimonials

Having testimonials from happy customers on your site isn’t exactly unbiased information for people to see, but it can help a little to reinforce your reputation as a firm who value customer feedback and pride yourself on good service. If you’re a b2b insurance brand, getting a real photo of the satisfied customer too (rather than using a generic stock image, which we wouldn’t recommend) will also help to give extra weight to the words.

Comprehensive FAQs

Having a great FAQ section on your site to answer potential and existing customer questions shows that you care about the details, which bodes well for someone deciding whether to trust you as their insurer. Making sure that common questions can be answered onsite can help to remove another barrier to conversion; if a potential customer needs to contact you to ask a basic question about taking out a policy or how the claim process will work, your FAQs are not doing their job properly. If you’re a customer faced with choosing between two insurers, one which answers your practical questions on their site and one which doesn’t, which one will you go with?

Awards or accreditations

Making sure that any awards your firm has won (as long as they aren’t ancient history) along with any official body accreditations, are prominent on your website can be a string trust signal for potential customers. This also goes for any secure payment logos or other security measures in place on your site to help protect customer information.

Having this information on any pages where a customer decision is needed e.g. on the ‘get a quote’ page, can help to give that affirmation just when it’s needed most. You will need to find a balance to make sure that these logos don’t clutter up the page or distract the user from completing the conversion.

Mainstream media coverage or celebrity/influencer endorsements

The ‘as seen on TV’ line may have been done to death, but you might be surprised by how much impact that some validation from a reputable media source can have to how likely someone is to trust your company. Having a ‘media’ section of your site to display coverage is great if you’re fairly prolific in terms of PR, but even having a snippet on the homepage could help when it comes to increasing your brand’s legitimacy.  

When it comes to celebrity endorsements, you can go all-out and work with a celebrity ‘brand ambassador’ or online influencer to help give more weight to your own claims about your service and policies. As always, choosing the right person to represent you is key in the effectiveness of this approach. It needs to be someone who is known and respected by a sizable section of your target audience, and relevancy is vital. Having a Team GB athlete as a brand ambassador is fine if you sell sports-related insurance, but if your insurance is for landlords, it’s probably not going to hit the mark.

For more information about our approach to improving conversion rate and overall user experience for insurance brands, CLICK HERE, or alternatively feel free to get in touch today on 0800 011 9715 or Enquire HERE!

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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