5 Top Tips for SEO Optimisation Motor Insurance Industry

motor insurance seo

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

Motor Insurance: who excels at SEO and what are the most used Search Terms

Insurance keyboard

When potential customers are looking for information on motor insurance, search engines are influencing their shortlisting of providers.

While the use of search engines is more dominant on mobile, it is also highly used on desktop: 93% of mobile users use search, while 69% of desktop users start researching Irish Motor Insurance brands this way, shows our recent study on 250 desktop and 200 mobile in-market consumers.

As part of their discover journey, 97% of desktop users and 72% of mobile users will visit a brand website.

The use of the broker is more likely on desktop than it is on mobile.

Participants were asked to make a shortlist after some initial research, and when asked why they shortlisted a brand, 37% of mobile users and 22% of desktop users stated: “I saw them when I used a search engine.”

Favourite search engines
Google is the top search engine used when researching motor insurance overall.

Of desktop users, 72% use search, of whom:
96% use Google
5% use Yahoo
1% use Ecosia
1% use Bing
1% use Ask

On mobile, 63% use search, of whom:
99% use Google
1 % use Duck Duck Go

popular search terms motor insurance

Best performing brands in search engine ranking
All brands provide paid ads to ensure they feature within the top results.

Aviva, Allianz, The AA and 123.ie are consistently chosen within the top four results for initial preference, shortlisting and final preference. This further validates the findings that these four brands are investing heavily in paid advertising. As a result, their presence in the search results might be impacting this.

Aviva and AA show up at the top as paid ads when searching for ‘car insurance Ireland.’

Liberty are currently coming up as the first result when searching ‘car insurance’ on a mobile device, displaying a paid ad.

Search engine optimisation is key
As we can see, search engine optimisation is key to get consumers to visit your website, as it considerately impacts shortlisting and their final choice of brand. Our key findings:

  • 93% of mobile users and 69% of desktop consumers use search while researching Irish motor insurance brands
  • Google is the most popular search engine
  • 37% of mobile users and 22% of desktop users shortlisted a brand because: “I saw them when I used a search engine.”
  • The most popular search terms are ‘car insurance ireland’, ‘car insurance’ and ‘motor insurance’
  • Paid ads on Google seem to help Aviva, Allianz, The AA and 123.ie consistently being chosen within the top four favourites.

 

Fieldwork for both studies was completed between April 13th and June 7th  2017.
Aligns to national averages for gender, age, stage and income.
200 desktop participants and  200 mobile participants.
All sample was recruited from the Research Now panel and Empathy Research.

Desktop competitors benchmarked: Allianz, Zurich, AXA and FBD, 123.ie, AIG and Aviva
Mobile competitors benchmarked: Allianz, AIG, Aviva and Chill Insurance,123.ie, AA and FBD

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

Providing a quick quote tool is essential for Irish Motor Insurance sites

motor insurance 2

62% of consumers who want to check out motor insurance options online, go straight to the quote tool, before even choosing what cover they want.

This is one of the main conclusions we drew from our Fruition study, that we conducted between April and June 2017. We studied 200 desktop and 200 mobile consumers, looking for new motor insurance, to determine how they research and what their drivers are when deciding who to purchase motor insurance from.

How did users experience looking for motor insurance?

motor insurance experience

After consumers did their online research, what are the six main drivers for their final preferred brand?

Our main conclusions from our Fruition study of the Irish Motor Insurance industry are:
main conclusions motor insurance

Fieldwork for both studies was completed between April 13th and June 7th  2017.
Aligns to national averages for gender, age, stage and income.
200 desktop participants and  200 mobile participants.
All sample was recruited from the Research Now panel and Empathy Research.

Desktop competitors benchmarked: Allianz, Zurich, AXA and FBD, 123.ie, AIG and Aviva
Mobile competitors benchmarked: Allianz, AIG, Aviva and Chill Insurance,123.ie, AA and FBD.

 

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

 

Continue reading

Aggregators: Helping or Hindering your Credit Card brand?

coffee computer cards

Desktop users looking for a new credit card increasingly make use of aggregator websites, we noticed while following each step of their discover phase during our study on 201 in-market UK consumers in the second quarter of 2017.

Being able to compare products and offers of several brands on a third-party website, is visibly impacting the decisions of your potential customers when choosing a credit card.

However, mobile users are visiting aggregators a lot less and aggregators don’t hold as much power on their final preferences.

Our research shows that some brands benefit from aggregators and some are actually hindered by them. Have a look at our findings and see why these comparison websites should not be ignored.

On desktop, aggregator visits help Sainsbury’s and Barclays significantly – perhaps as much in awareness as anything else – but hinder American Express in shortlisting. As the graphic shows, around 38% of those who visited aggregators shortlisted Sainbury’s, compared to 19% of those who did not visit them.

Credit Card Aggregators1As for the final preference, aggregators continue to help Sainsbury’s but hinder Halifax and American Express.

Credit Card Aggregators2Even though aggregator visits help Sainsbury’s on mobile too, their lost opportunity is much higher than on desktop, because aggregators have less influence and – perhaps more importantly – Sainsbury’s mobile site doesn’t perform as well as their desktop site.

Marks & Spencer didn’t benefit from aggregators in the shortlisting phase on either mobile or desktop.

Credit Card Aggregators3In the end, aggregators are most beneficial to Sainsbury’s and Santander, while American Express and Tesco lose the most mobile users who visited an aggregator.

Credit Card Aggregators4What can we learn from this?
Having a website – both on desktop and mobile – that carries on the same messaging from the aggregators is vital. When users click, they expect to see the same offer on your site as on the aggregators. Aggregators are less popular on mobile at present, but as ease of use increases, expect their popularity (and power) to grow.

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

How good are Irish Energy Providers at Online Conversion?

Energy Ireland

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

How to improve conversion on Motor Insurance websites (webinar 14 July)

Motor Insurance infographicGlobal Reviews is delighted to announce a webinar on Friday 14 Julyth at 10am BST utilising data from our recent Fruition study of the Irish Motor Insurance industry.

Join our webinar and find out:

– If you’re one of the brands losing over 75% of potential clients
– How your competitors are scoring
– What you can do to win clients
– How you can convince users that you have good online member services

Motor Insurance headerGlobal Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

3 Top Tips for Winning More Credit Cards Customers & 4 Brands Who Are Doing It Best

quotes cc

How Do Consumers Find The Online Experience Of Looking For A Credit Card?

Global Reviews researched 400 in-market credit card consumers across desktop and mobile channels. Our research identified the issues that 95% of consumers are experiencing online.  The evidence from our research programme, Fruition, is showing that when users encounter problems while trying to find fees, up to 13% of users will abandon the website to check out a competitor instead.

Is your credit cards acquisition journey helping users find the right credit card that suits their needs and are the options presented on your website easy to understand?

In short, these are the three best practice tips to optimise your conversions online:

  1. Enable easy direct comparison between cards
      • Use for instance; tick box side by side comparison or concertinas
      • Rationalise and match the features promoted on account list page to increase ease of scanning and comparison
      • Use icons and larger text to make features easier to scan
      • Put the same features next to each other and indicate where options are not available
  1. Elevate reasons to continue browsing: using hero images and menu options
  2. Clearly define the benefits of your product

 

Top 4 Credit Card Brands Optimising Conversions:

MBNA and Lloyds offer lists, and the consistency of layout makes comparison easier.

MBNALloyds

American Express promote reasons to apply up the top of product pages. On compare pages, card images float down the screen as users scroll.

AmexCBA’s comparison table offers functionality to make it more user friendly on a mobile device.

CBA1

Pop up messaging appears when the consumer does not scroll right, notifying them that more content is available. This could be used in a number of scenarios to aid mobile usage.

CBA2
Allows consumers to choose to view more features but less products in portrait view OR less features and more products in landscape view.

CBA3

Simplified sticky headers and the ability to remove a product from comparison makes it easier to compare than at most other banks.

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Senior Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

Are you one of the Credit Card Brands losing over 66% of potential clients? (webinar 13 June)

credit card infographJoin our webinar on Tuesday 13 June 2017, 10am – 10.30am BST to find out:

  • If you’re one of the brands losing over 66% of potential clients
  • What you can do to win clients
  • How to implement a coordinated aggregator strategy
  • How you can convince users that you have good online member services
  • How you can quickly improve showing users what your Unique Selling Points are and beat the competition (currently, no brands score above 50%)

Credit Card headerGlobal Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

Saving energy clients: 7 Tips for conversion optimisation

Electricity

Saving energy has been promoted by government campaigns, environmental organisations and energy providers alike. Saving energy and saving expenses make sense to consumers. With more and more energy companies to choose from, consumers are now shopping around for what deals and offers fit their needs best – which is currently the main reason for Irish and British consumers for selecting a provider, our study shows. However, energy sites in Ireland and Britain are losing 69% customers on average by failing to offer a product that suits users’ needs and communicate quickly and easily that they are trustworthy.

In a study of 190 in-market consumers that are looking for a new energy provider, we discovered that there’s a lot of room for improvement for energy websites to win customers. In Ireland, the most popular companies (Electric Ireland and Energia) still lose 51% of consumers, who had them shortlisted as their initial preference (before comparing websites and offers), but chose another brand as their final preference. In Britain, E.ON Energy is most popular, with a loss of 56%. PrePay Power is losing the most prospect clients in Ireland: 74%, while in Britain, SSE has the most lost opportunities at 86%.

The question is: why do prospects who initially preferred one brand, end up choosing another?

Energy lost opp

To understand consumer’s choices, we used our conversion optimisation study Fruition. Firstly, we learned about the journey that those who are looking for a new energy provider undertake:

  • 95% start their journey with a search engine
  • 44% move direct from search engine to a brand website. 71% use aggregators (comparison websites)
  • 75% have an initial preference before researching
  • 44% picked “best offer/price for my needs” as influence on final decision.

We can see a shift from initial preference to final preference when it comes to the importance of price, however loyalty (or laziness?) remains important, indicating that retention opportunities need to be capitalised. Trust, reputation and familiarity still play an important role in final decision making (as per initial preference). Brands need to communicate that they can be trusted, demonstrate that they are reputable and facilitate returning customers.

The top 10 motivators for final preference of a particular energy brand:

  • They have the best deals/offers for my needs (37%)
  • I am a current customer (37%)
  • I trust this company (29%)
  • I have used them before (27%)
  • They are a reputable brand (26%)
  • Their plans were easy to understand (23%)
  • They offer the greatest discount off the unit rate (22%)
  • They had the best household energy plan for my needs (21%)
  • The website is easy to understand and use (16%)
  • The website made it easy to find information about rates and charges (16%)

Top tips to drive conversions on energy websites
We have gathered 7 best practice examples for you from various studies we’ve conducted internationally, that all showcase the most important website features to drive conversions according to our latest study of Irish and British Energy consumers.

1. Cater to existing customers from the start
Speak to needs & cater to different audiences. Electric Ireland has top scores for “Looks like a site that caters for me”
ElectricIreland
2. Offer clear pathways to various tasks and information
Electric Ireland has top scores for “Offering a clear starting point for information I would expect to find about energy plans available” & “Website displays all the information I expect to see.”

3. Offer a direct link to view energy rates & compare plans
Needs based content helps prospects identify where to find information they are looking for (Compare rates, energy saving, help & support etc.)

4. Focus on customer support
Show customers that you have a helpful support system. List the most popular FAQs & links to more, so that visitors can ‘self-serve’ – right from the home page in one click, like Energia does.

Energia1

5. Use easy to scan icons
icons
6. Help users understand the differences
“May suit you” helps to give users a guide to what might appeal to them. ANZ, an Australian bank, gives prospects practical bullet points, offering a quick overview of the product, making it quick and easy to see the differences between the products they offer.

May Suit

7. Show off your awards
Awards are a great trust builder. Eon, Britain’s top performer in our study, won Large Supplier of the Year 2017 in the uSwitch Energy Awards and mentions on their homepage that they were voted best of the large suppliers for customer satisfaction for the fifth year running.

Eon1

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading

Why Energy providers in the UK and Ireland are losing an average of 69% of in-market consumers (webinar)

energy map

Global Reviews has discovered that energy providers in the UK and Ireland are losing an average of 69% of in-market consumers who are looking for a new supplier. 41% of users says this is because another brand offers better value.

Our recent Fruition study also shows that UK and Irish energy providers consistently fail to help users understand the differences between their products, and why a specific tariff suits their needs. This is a critical omission, given the influence of value and price on final decisions.

Furthermore, 56% of Irish consumers go into the research process with a preferred brand, often because they’re a current customer, but almost two thirds of them (64%) change their mind during the research process.

So how can energy brands showcase their value more clearly for users and meet the requirements that drive prospects to choose their product? We found out.

Energy sanky chartThrough extensive research, we were able to reveal what the main reasons are for consumers for choosing an Energy supplier:

  • They have the best deals/offers
  • I am a current customer
  • I trust this company
  • I have used them before
  • They are a reputable brand

Our upcoming Fruition Energy webinar will focus on how to promote the above to your prospects and existing customers, to further optimise your conversions. We will do so by focusing on the best energy sites internationally as well as showcasing best practice examples from within the industry.

Join our webinar on April 20th at 10am BST and find out how Fruition finds answers to:

  • WHY are our target online customers, who are in-market to buy our products, who are doing in-depth online research across multiple providers, who have potentially got a quote that matches their needs and then shortlist us as their chosen provider, then choosing one of our competitors and not us?
  • WHAT actions can we take (based on learnings from companies around the world) that will enable us to win more of the customers that we are currently losing?
  • HOW can we independently validate the decisions we are making as regards our online sales and marketing strategy?

Energy headerGlobal Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

Continue reading