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.

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

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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

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Share of Wallet: Best Practice in Cross-selling

SoWTeam

Global Reviews has now launched Share of Wallet, a unique data and insights solution that helps your digital and marketing teams to understand the opportunities for a better cross-sell experience for desktop web, mobile web and native app. We’d like to share some information on our methodology with you and show you a few best practice examples.

We conducted research in the banking industry in which we evaluated the current experience and offering of key brands cross-selling within their digital assets and identified best practice in this area across all their products.

With Share of Wallet, we found a solution to:

  • Align/contrast share of wallet performance against the promotion of cross sell opportunities
    • Measure the consumer share of wallet allocation of key brands within banking and insurance industries
    • Audit the implementation of feature and function best practice on digital assets across the same brands
    • Correlate share of wallet performance against the promotion of best practice digital cross-sell strategies
  • Identify best practice in this area across all industries
  • Provide recommendations to improve cross-sell features and functions

Our research shows that there is no correlation between volume of sales a customer has with your company and the volume they have with a competitor. Someone with a current account at one bank, could easily have a home insurance with another bank.

We also can’t focus on absolute satisfaction as a means of understanding share of wallet, for what drives share of wallet, is not what drives the Net Promoter Score (an index that measures the willingness of customers to recommend a company’s products or services to others, used as a proxy for overall customer satisfaction and loyalty to the brand).

Our study on Australian banks shows that the satisfaction rank has no impact on the number of brands customers use.

SoWSatisfaction

So, despite high satisfaction with one product, we found that these are the main reasons for customers to choose a brand for another product they’re interested in:

1. They have the best deals/ offers for my needs (48%)
2. They look like they have good customer service and support features (45%)
3. Their products/ offers were easy to understand (43%)

After our extensive research, our recommendations are:

  • Facilitate quote and applications: This must be a function that is prioritised and provides a good user experience within secure areas, as this is where the existing relationship can play a big part in decision making and ease of completion
  • Help me complete the form: If a current customer is getting a quote or applying, within the customer services area or app, their information should be provided and merely confirmed by the customer (name, address, date of birth, email address, income, employer, assets, debts etc.)
  • Help me understand: Use customer data to provide product recommendations, such as the optimal credit card or loan for them
  • Communication: If you are handing the customer off from one channel to another, ensure that the customer is informed but also that their details are passed on
  • Manage applications and quote: Allow visitors to view and manage applications from within the app, updating them on the progress and status of the application form, and promoting if incomplete
  • Contextual offering and solution approaches: Consider information architecture and content approach, promoting other products softly, in areas where ideal prospective customers may be
  • This content should be shown in a solution/ content manner, rather than an advertisement, in order to be viewed as helpful, UNLESS a strong offer or proposition is available
  • Checking out and quoting functionality: Promote the ability to add, combine, upsell options when quoting or checking out – it is important that cross-buy doesn’t have a negative impact on those who wish to only buy one product
  • Recalling customer data: If an existing customer is following the journey on the public site, they should be given the option to complete in the secure area or recall their details via a policy number etc. to reduce effort required

So how are providers helping existing members to buy more products? Some best practice examples:

SoWAvivaSoWANZSoWANZ2SoWLloydsSoWLloyds2SoWLloydsAviva

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 Share of Wallet research, please contact: 

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

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4 tips for presenting entry requirements on university websites

Higher Learning

In October 2016, Global Reviews conducted online behavioral research using 650 prospective students, measuring and analysing 20 university sites via our Digital Sales Effectiveness (DSE) programme.

Each brand has unique areas where it performs better or worse than others specifically regarding a student’s ability to locate and understand entry requirements in order to find the best course to meet their needs. Each of the following elements can influence just how effective your website is at helping prospective students find the right course for them:

  • Formatting
  • Language
  • In-content links
  • Signposting and headings

The data collected from our desktop Digital Sales Effectiveness studies can reveal which areas throughout the consideration and application stages of selecting a course to study, are helping or hindering online conversions.Higher LearningFor best practice examples and more information, watch our webinar recording now:

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How one Health Insurer took away the inherited customers of a competitor

Health

Imagine you are looking for new private health insurance and start researching your options to find the best provider. You’re going to do some research across the internet, define a shortlist of insurance companies to eventually select the one that best meets your needs. Did you ever wonder what aspects of a website make your research either pleasant and quick or frustrating and unsuccessful – and ultimately influence your final choice?

Here at Global Reviews we didn’t just wonder, we found the answers. Our recent in-market study of Irish Health Insurance providers shows each provider has a different approach, and that some companies are much better at keeping prospect clients interested than others.

For example, Irish Life loses up to 71% of potential customers, while at Vhi only 29% of initially interested consumers ended up choosing a competitor. Despite the merger of Aviva and Glo Health into Irish Life Health the new brand is experiencing high lost opportunities rather than the capitalisation of their inheritance as one would have expected. Looking at these numbers, you can already guess who took that market share: Vhi. Let’s take a look at the different approaches.

Comparing the different providers with our unique research programme Fruition, we found out what businesses are doing well according to 200 potential customers and where the opportunities lie. Fruition helps to clarify the data we have gathered, calculating the lost opportunities brands are experiencing and identifying what problems are impacting conversions. Through thorough research, we were able to reveal what the main reasons are for consumers for choosing Health Insurance.

Health1Our study found that, after brand relationship, how products are promoted is key to deciding a final provider. The top 3 reasons for choosing a brand as a final preference are:

  • Good policy options (37%)
  • Best policies/ offers for my needs (36%)
  • I have used them before (35%)

Besides that, information that is easy to understand is the most important web element for health insurance sites. Vhi make it easier than other providers for consumers to find and understand their options. When it comes to web elements, we see Vhi scores above the average. Respondents said they chose their final preference because:

  • plans were easy to understand (average: 26%/ Vhi: 30%)
  • website is easy to understand and use (average: 23%/ Vhi: 24%)
  • easy to find rates and charges (average: 15%, Vhi 17%)

So how do they do it?

Vhi manage to identify a customer’s needs when providing a quote. They offer a quote tool that determines one’s needs and matches a plan to suit the person best. The tool asks about the type of cover, age and important requirements such as physiotherapy, preferred hospital cover and type of rooms. Rather than having to guess what might be included in a particular level of cover, visitors are provided with this information. Consumers who preferred Vhi also found it easier to compare different types of cover when matching their needs.

Health2

CES (Customer Effect Scores): How much effort did this website make you put in to complete the task required? (The closer to 0 the better) JTE (Judging The Experience): This website makes it easy to help me research options and decide to purchase health insurance with this provider (the higher the score the better)

It is evident that consumers find it easy to match a product to their needs through comparison tables. However, not every comparison table is necessarily great. There has to be specific information, features and functions available to make the comparison table a good one. Learned from best practice there is knowledge available to which of these features and functions are essential when implementing a comparison table to the customer journey:

  1. Make it easy to find. Consumers will search for a product comparison on your website, ranking ‘making the comparison page easy to find’ as one of the top 10 most important elements when looking for a product or service.
  2. Make it easy to read without leaving out important information. Information which is hard to read and understand can be a big reason for consumers to end their journey on your website. Therefore, answering all the possible questions that consumers may ask is important to keep visitors on your website.
  3. Have specific details and functions available. Let consumers know what the product/service can be used for, who is eligible, what they will get from the product/service
  4. Make the table simple and easy to understand. In the table, price points should be displayed along with content to clearly explain that the price is an estimate only where applicable. This demonstrates transparency which in turn helps gaining the trust of the customer.

To find out more about our Health Insurance study or how Fruition could help your business, contact our Commercial Director Hannah-Rose Farrington.

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

 

 

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How to optimise cross-sales conversion: a new solution (webinar)

SoW

Global Reviews is delighted to announce the launch of SHARE OF WALLET, a unique data and insights solution that helps your digital and marketing teams to understand the opportunities for a cross-buy experience for desktop, mobile, mobile app and public websites.

Global Reviews evaluated five banks in Australia and their audit scores show that they currently achieve between 27% and 57% cross sell success. We were curious to find out why they lost their existing customers, who are looking for another product they offer, to a different brand.

We evaluated the current experience and offering of key brands cross-selling within their digital assets and identified best practice in this area across all their products.

Share of Wallet measures:

  • How many existing customers, who are in market for another product, you are losing to a competitor that you could and should have won
  • Why your cross sales experience didn’t encourage your customers to buy and to which competitor you lost them to
  • The quality and effectiveness of the experience you are providing online with real world conversion metrics

This analysis creates understanding of the competitor and market forces that are influencing purchasing decisions and identifies what changes you need to make to your site and app to impact conversions.

Some examples of best practice we discovered during our research:

  • Promote complementary products within content, with a solution approach (consider scenarios or personas)
  • Utilise customer data to provide detailed examples of their potential opportunities (borrowing capabilities, repayments, loan type)
  • Give the customer the opportunity to buy or find out more – Don’t forget to plant the seed for later

 

To see more research results and find out more about Share of Wallet, sign up to our webinar of Thursday 6 April 2017, 9am GMT

SoW webinarGlobal 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 Share of Wallet research, please contact: 

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

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Find out why Irish Health Insurers lose on average 62% of prospect customers

Medicine

Global Reviews discovered that various Health Insurance providers in Ireland are seriously struggling to win clients, with some losing 71% or even up to 83% of prospect customers (Irish Life, Aviva). But the differences we found between brands in our recent in-market study of Health Insurance providers in Ireland are huge: Ireland’s most popular health insurer only loses 29% of potential customers (Vhi). Though significantly lower, this loss should not be ignored, considering these 29% lost clients all had Vhi as their initial preference, but chose another insurer after comparing plans of competitors.

As it gets easier and faster for consumers to compare and shop around for their health care needs, health insurers need to step up their game and make sure their prospect clients aren’t lured away by a competitor.

Comparing the different providers with our unique research programme Fruition, we found out what businesses do well according to 200 potential customers and where the opportunities lie. We discovered what can be done to win these initially interested customers over.

lost opportunitiesFruition helps to make all the data we collected more understandable, calculates lost opportunities and shows what impacts conversion. Through thorough research, we were able to reveal what the main reasons are for consumers in deciding which Health Insurance to go with.

On average, the main drivers consumers based their final preferences on, are:

40% Reputable brand
35% Plans are easy to understand
32% Website is easy to understand and use

We noticed another trend that impacts customer conversion as well: the increasing popularity of particular third party websites, which allows consumers to compare plans of all the different brands. 38% of the participants surveyed between January and March this year, found information through these sites, which is 8% more than in June 2015.

With Aviva Health Insurance and Glo Health being sold to Irish Life, another recent development showed up in our data, as many customers who would have preferred Aviva or Glo, became prospect clients for other health insurance companies.

We will share our unique market-specific insights on best practice in conversion optimisation for Health Insurance during our webinar on Wednesday 29 March at 10 am GMT.

Sign up to our webinar and find out:

– What are the lost opportunities for Health Insurance providers
– What drives customers to choose a Health Insurance brand
– Which provider was a customers’ favourite after Aviva’s and Glo’s exit from the market place

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

 

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Leading sports betting brands losing on average 74% potential customers

Leading sports betting brands losing on average 74% potential customers

Leading online sports betting providers are losing between 66% and 84% of their potential customers during their online orientation, results found in a recent study by Global Reviews.

In a fast-paced market where competitors could easily snap up a customer that should be yours, it’s key to understand what drives clients to choose a brand.

So why are online sports betting providers losing target online customers that they should be winning?

sports betting lost opp

Betting options that are easy to understand is one of the key drivers for potential bettors. This might seem obvious, yet we discovered that the majority of providers do not offer enough clarity at this key stage of the journey and as a result see prospective customers placing their bets elsewhere.

From the five leading brands in the UK, William Hill outshines its competitors by losing the least customers during their research phase. However, with a loss of 66% of prospects there are still huge opportunities to win more of these customers.

With our unique research programme, Fruition, we uncovered the reasons why.

We observed 360 regular bettors who researched over 32 sports betting providers during the discover stage of the journey, who then narrowed it down to a shortlist of preferred brands and ultimately a final preference.

We conducted a detailed analysis of the five most popular brands of those surveyed, outlining what impacts their success online and how well the providers are doing in-comparison to their competitors.

To find out what best practice in betting options looks like watch our webinar with exclusive insights that will help to optimise conversion.

  • What lost opportunities cause even The Big 5 to lose customers?
  • What are customers’ key drivers when choosing a provider?
  • Who’s losing customers to whom?

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

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Why UK mobile providers are losing 29% of consumers who initially preferred them

mobile phones

68% of consumers have a preferred brand in mind before they begin their research into mobile phone providers. However, top mobile providers, EE, O2, Tesco Mobile, Three and Vodafone are losing an average of 29% of those consumers who had initially preferred them.

Where did this 29% go and why were they unable to retain them?

Recent research from Global Reviews looks at just how much these initial preferences influence which brand consumers eventually go on to select as their preferred provider to purchase though.

Although Vodafone were only able to retain 63% of those who initially preferred them, they were able to convert an impressive 17% of consumers who had no initial brand in mind prior to research. To make up for the loss of those who had initially preferred them, they were also able to steal 11% of those who had initially preferred someone else prior to research.

Firstly, we will look at why Vodafone are losing 37% of consumers between initial and final preference.

When researching mobile phone providers, 41% of consumers are using aggregator sites. Whilst this works in the favour of smaller brands such as GiffGaff and iD Mobile in that more consumers shortlist them if they’ve visited an aggregator, it seems that aggregator sites are having a negative effect on Vodafone to the point where far fewer people are shortlisting Vodafone if they went to an aggregator than if they just used search and brand websites.

Shortlist preferences

So why are Vodafone losing consumers through aggregators and what is helping them convert the consumers they were able to get?

The #1 reason consumers finally preferred a brand was because they had the best deal/offer(s) to meet their needs. However, this was not the case for those who selected Vodafone. Vodafone may not be able to match the deals offered by other brands, but they still need to be able to clearly communicate what they have to offer and why they should be chosen over another brand. Instead, previous use was the top reason why consumers finally preferred Vodafone over another brand. So whilst they may not have the best deal/offer, they are strong in the area of brand loyalty.

Vodafone final preference

Meanwhile, Tesco retained 73% of those who initially preferred them, but was only able to pick up 7% from other initially preferred brands and 9% from those who had no initial preference.

As can be seen in the following chart, Tesco has a lot going for it. They’re chosen for their deals, easy to understand products/offers and boosted along with their loyalty programme. The question then is why are they unable to convert more customers?

Tesco final preference

The reason is site visits.

Compared to the other big brands, Tesco are getting very few customers visiting their site during the initial research phase. They’re managing just a 14% visit rate compared to the 30% of EE and O2. If Tesco are not able to drive people to their website, of course consumers won’t choose them unless they’re already aware of all that they have to offer. Therefore, getting people on site should be a key priority for Tesco.

These are just two examples highlighting the ways in which consumers research and select a brand to purchase a mobile phone plan through. Each brand has its own unique story and Global Reviews is the only place that can tell you how each of these stories go. If you would like to know your brand’s story and see how it compares to your competitors, contact us today.

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

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Major motor insurance brands losing 81% of “converted” prospects during online purchasing process

motor insurance

81% of customers shopping online for motor insurance decide on a preferred brand early in the process, only to swap to a competing brand at the final purchase stage. This revelation comes from new data just released from digital conversion intelligence company Global Reviews.

After digitally measuring tens of thousands of behavioural data points from online shoppers in the market for motor insurance, Global Reviews found that the major brands are effective at deploying large marketing budgets to build top-of-mind recall. However, these same brands lose hard-won prospects during the purchase process as a result of uncompelling offers, a lack of access to information, and badly designed conversion pages. These “lost opportunities” were most pronounced at Direct Line, but most major brands also suffered this loss to some degree.

Sankey screenshot

Click to view rollover diagram

In part, the extreme customer attrition is caused by the growing reliance of digital teams on site-centric, single data sources. These packages focus almost exclusively on the company’s own website, thus reducing their ability to view and respond to overall competitive market dynamics. Whole-of-market visibility is one of the major advantages driving the rise of aggregators who exploit their competitive intelligence to intermediate brands and dictate pricing and preference.

For example, consider that Aviva is a well-known brand with high unprompted recall. The Global Reviews analytics discovered that this strong branding led Aviva to be the initial stated preference of a large number of customers, and yet during the purchase process, Aviva lost a substantial number of these hot prospects to lesser known brand, Churchill. To quantity the difference, Aviva’s Lost Opportunity score was 72%, representing a huge loss of revenue and an escalated customer acquisition cost (CAC).

This high Lost Opportunity and the success of Churchill in dynamically churning hot Aviva prospects during the purchase process is unexpected. Global Reviews data revealed that initially, in-market consumers start their purchase journey with an emotional view of Aviva as a reputable brand with great prices, products which match their needs, good customer service and a website that is easy to use. Churchill on the other hand is perceived as undynamic and being behind the technology curve.

However, once their shopping process has begun these consumer perceptions quickly change, and Churchill consistently delivers “delight”. In fact, astonishingly Churchill ranked first across all competitors as the most preferred brand at the end of the research phase of purchasing. Global Reviews can reveal that this was driven by an online narrative focused on demonstrating a range of products and offers designed specifically to suit individual customer needs. The navigation data also revealed an information architecture that made it simple to find key information on their website.

Online customer journey

Customer Journey Mobile Motor

Watch our webinar to learn more:

If you would like to book a private conversation to learn more about these or any other Global Reviews insights please contact:

Gerard Farrell
Head of Product and Client Advisory
gerard.farrell@globalreviews.com
+44 (0) 203725 8260

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