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Olivia Szczeblewska-Moore

5 Insurance Marketing CRO Opportunities You Could be Missing

There may be several reasons why your insurance website is suffering from conversion weaknesses. With experts on hand to implement proven tactics, however, you can begin to see increased conversion rates. There are many ways to ensure the best possible conversion rate is achieved for your insurance website, but we have gathered what we think are the top 5 CRO opportunities that we often see insurance companies miss out on, when it comes to their marketing and Conversion Rate Optimisation strategy.

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  1. Taking All Devices into Account

Your landing page may look and work great on desktop, but if it’s not going to work on mobile, then your time has been wasted. To ensure you are making the most of your CRO efforts, keep it in mind that different devices are just that – different. Mainly set apart by the way they are used, certain elements on webpages which work great for desktop users may frustrate mobile visitors and lead to them leaving your site.

Things such as long form content or hyperlinks that are crammed into text next to one another can be deal breakers for those using tablets or mobile devices. Make sure you are keeping these things in mind to ensure every customer is catered for.

  1. Understanding Keyword Intent

Missing this opportunity could completely misconstrue the way you reach your customer and at what point in the funnel you are reaching them. By understanding keyword intent, you can glean insight into where your prospective customers are in terms of their customer journey and in turn put the right messages and information in front of them – increasing the likelihood that they will choose you as their insurer!

  1. Truly Knowing and Understanding Your Audience

When you are an expert in your field, it’s easy to get desensitised to the sometimes-intimidating nature of the language used within the insurance industry. We regularly see insurance companies using copy on site which is full of legal jargon and complicated ideas - believing this will portray a sense of authority and trust is a mistake. It actually does the opposite!

Ensure you are writing copy and content on your website that has real meaning to your audience and their human experience – not content that sounds like a legal document.

Consider the following questions when speaking to your customer through your content on site: why should I care? Does this solve a problem that I have? What are next steps to obtain more information about taking out insurance with this company?

  1. Taking a Magnifying Glass to Your Landing Page

First impressions are important. Make sure you thoroughly review your landing page within an inch of its life to ensure you are covering all bases. Even things like poor site speed can contribute to loss of conversions. Your prospective customer wants to find information, and they want it quickly. If a site takes too long to load, they’ll look elsewhere!

Ensure you are breaking up text-heavy landing pages with images so that you do not intimidate the customer with too much information at the beginning of their journey.

  1. Keep Your Conversation Going

Brands are connecting with their future, current and past customers more and more via channels that are outside of their website. Engage with your customers on social media, for example, to bring a more ‘human’ element to what is perceived as a corporate, serious process. If they feel they are conversing with the human beings behind the insurance brand, then they will be more likely to keep you in mind and convert.

How Hit Search Can Help

These are just a few of the many ways in which insurance firms can boost their online presence and optimise conversion rates.

Hit Search can give you a thorough CRO review of your insurance website, help or manage your CRO planning, conduct thorough research and analysis as well as implement and test your CRO strategy.

If you want more information on how we help insurance brands to increase their online visibility, get in touch today or on 0800 011 9715.

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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