Posts tagged with Insurance

Three risky customer experience (CX) initiatives

Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.

But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.

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15 startling digital marketing statistics from this week

It's a bumper stats roundup this week.

If you're interested in social commerce, digital transformation, PPC, ecommerce conversion rates, print ad spend, travel UX, telco UX, programmatic, payments, insurance UX, Euro 2016 and fashion ecommerce... *pause for breath* then you're in luck.

As ever, this post is simply the entrée - head to our Internet Statistics Compendium for a proper meal.

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Admiral.com’s excellent customer-focused redesign: review

Admiral has been doing commendable work in digital recently. 

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Insurance sites need to work on their checkout processes

Last week we published a post looking at some of the world’s best ecommerce checkouts to see what we could learn from them.

They came from a range of industries, though they all sell consumer goods such as clothes or electronics.

One of the commenters noted that it would be useful to take a more targeted look at other industries, such as utilities, banking or insurance.

By coincidence, I’m in need of a new contents insurance policy so thought I’d murder two birds with one stone by reviewing the checkouts as I shopped around for quotes. 

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10 ways to get the most from PPC in a small-keyword category

How can search marketers maintain visibility and acquire new customers without simply increasing their paid search bids?

Competition is growing among home insurance brands vying for attention in Google’s search results. 

In this blog I’ve summarised the findings our new report that, while focusing in on home insurance as a category, demonstrates how search marketers operating in a highly-competitive category can achieve visibility and acquire new customers without simply increasing their paid search bids.

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Seven big industries Google could disrupt

Google is making many companies nervous. Anything bought online that involves the collection of information naturally falls into Google's path.

Even outside of this large niche, Google is getting stuck into larger engineering projects like the self-driving car.

Let's take a look at industries ripe for disruption by Google.

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Q&A: Confused.com on handling PPC in a competitive market

2013 has seen plenty of changes to paid search, mainly driven by Google. For a brand in a competitive market like insurance, little tweaks here and there matter. 

Changes include the addition of Google's own comparison products to the SERPs, meaning less visibility for organic results, enhanced campaigns, and changes to the style of PPC ads

I've been asking Heledd Jones, head of search marketing at Confused.com (and an Econsultancy guest blogger), about the challenges presented by these changes, and her thoughts on how PPC will evolve in the next year.

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A sea change for insurance marketing

Despite the Supreme Court’s ruling over the Affordable Care Act last week, the future of healthcare in America remains uncertain in this election year when a Romney victory could mean the act’s repeal.

Healthcare insurers aren’t waiting to see which way the wind blows, though. Some major players having already begun consumer-focused campaigns that signal a sea change for insurers who traditionally targeted their marketing to wholesale business accounts, not individuals. 

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Mobile search and PPC: are finance brands missing an opportunity?

Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It's also a trend that looks set to continue. 

Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.

One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score. 

With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.

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Hack attack: how to protect and prepare your company

Another day, another hack.

From Sony to the IMF, the internet is starting to resemble the wild wild west as hackers assault high-profile companies and organizations.

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Q&A: Jennifer Day on the new Endsleigh website

Insurance firm Endsleigh recently launched a completely new website, aiming to attract and service more customers online. This is part of a wider decision which involved the closure of its branches. 

I've been talking to Jennifer Day, Online Sales Performance Manager at Endsleigh, about the company's online strategy, keeping insurance applications usable, and its approach to multichannel marketing... 

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Confused.com trumpets usability

Insurance aggregator Confused.com has been promoting its new look site recently with a TV campaign which focuses on the usability of its website.

On the ads, Confused.com has got its customers to say what they think about the new-look site, with a focus on the improved user experience. With this in mind, how easy is it to get a car insurance quote on the new site?

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