How investing in a personalised online quote tool for life insurance can help to improve customer experience


Recent Global Reviews research which looked at the Digital Sales Effectiveness of the Life Insurance industry in both the UK and Australia revealed that the majority of providers are scoring below average. According to our in-depth research around customer experience in the life insurance industry, the ability to receive a well-tailored, easy to understand and personalised quote is of major importance. Scoring an average of 8.5 for the UK market and an 8.3 for the Australian market (on a scale of 1-10) for customer needs.

Top Needs

Through advanced research methodologies, Global Reviews found that the UK Life Insurance market scored rather low, 53% for the quote tool tailoring features while the Australian market scored substantially higher with 81%. When it came to ‘understanding the quote’, the UK life insurance market scored on average 48% with the Australian market scoring 67%.

UK AU Average

If the UK and the Australia are to be compared, the UK can certainly learn from the features the Australian market has introduced. We looked at top performers on personalised quotes within the Australian life insurance industry and the top performer of the UK in that same category.

RACQ and Coles are the top performing brands in the Australian life insurance market when it comes to a well-tailored and easy to understand quote. RACQ scores 82% on quote tailoring features and 79% on understanding the quote with Coles scoring 91% and 73% respectively.

The features that add to the strength of these top performing quote tools are:


  • Policy additions are listed with a price.
  • The quote includes a reference number.



  • Summary of key information.
  • There is a clear breakdown of what the price covers.



  • Customers are told whether the quote results are ‘estimates only’ or actual.
  • Quote results link to detailed explanation of the product.

In the UK market, Legal & General scored highest, with 82% on ‘tailoring the quote’ and 60% for ‘understanding the quote’. This is an exceptional result taking into consideration that the average UK score is 53% for ‘tailoring a quote’ and 48% for ‘understanding the quote’.  What is Legal & General doing to achieve high scores?

As part of Global Reviews rigorous research programme multiple features and functions of the quote tool are tested. Our research revealed that Legal & General’s quote tool is tailorable and flexible. The quote gives customers the option to add extra items to their insurance policy. In addition, every policy is listed with a price, and the price is then automatically updated with every adjustment. Another feature that makes Legal & General stand out an easy comparison table for the key insurance products which helps customers to compare options and easily understand the quote. Life Insurance providers across the globe would stand to differentiate themselves and create a better customer experience simply by helping customers through the quote tool, helping them to compare and understand options.




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Superannuation websites aren’t delivering on the customers’ top needs


Written by Justin van Vliet

When asking prospective superannuation customers to rate the most important features while researching for a superannuation provider, the top three responses all revolved around information; information about account fees and charges, information that is easy to understand, and information about investment fee and charges. However, not all superannuation websites are delivering on these needs.

Most important elements on a website when researching superannuation online

important superannuation information

Despite the highest rated information feature being around account fees and charges, Australian superannuation providers are only averaging a score of 38% when it comes to displaying this information on their websites. Of the brands measured, only CareSuper and Equipsuper scored above 40% for this area.

Benchmark scores for feature and functions around fees/charges information

fees and charges scores

The reason why the industry scores significantly low within this area comes down to the use of oversimplified tables used to present fees and charges information. As a result, there is vital information that is missing. The most commonly missing information from company websites are; information on how fees are charged, the frequency and amount of the charges, and basic explanations around the fees. This lack of information presented on their website is the only area that the lowest scoring companies have in common.

Of the brands measured,the companies scoring lower than industry average here are BT, ANZ Super and ING Direct.

So what is it that these companies are lacking and what can they do to improve?

BT, who only scored 10% for fees and charges information, is missing out on at least two features. Firstly, fees and charges are not as clearly labelled as “fees” etc. – meaning that consumers have to work harder to find this information. Secondly, the home/landing page does not have content or a link around ongoing monthly/yearly fees.  BT is the only company that was benchmarked that is currently missing this feature on their webpage.

Whilst ANZ Super and ING Direct have all the features mentioned above, they still have areas where they are lacking and therefore pulling down their scores. Even though ING Direct is the best overall performer within this industry, the website does not score well regarding information on account fees & charges. When comparing ING and ANZ Super in displaying information about fees and charges, their content is similar, but their presentation differs.

ANZ Super – fees and charges informationanz-feesING Direct – fees and charges information ing-direct-super-fees

ING Direct and ANZ Super both scored 30% thanks to both including the same features on their sites. The difference between the two, however, is the way in which they display the information. ING Direct has opted for an accordion approach, which when all the sections are open, result in a longer page using a lot of space, meanwhile ANZ Super uses less space by condensing, and missing out on, critical fee information.

A company that is doing well regarding displaying information about both account and investment fees and charges is CareSuper. CareSuper scored 60%, 22% higher than the industry average for this area. The driver behind the higher score lies within the added content that is presented within the fees and charges table on their website. The table explains the type of fee, the amount, and the frequency of the fee charges. Furthermore, the page also provides an explanation above the table, and a call to action for help if needed. The page also indicates how account fees are charged along with the capability to compare fees to other superannuation funds, the date of when fees/charges are effective, and the terms and conditions surrounding the fees.

CareSuper – fees and charges information


Two companies that are new to the Global Reviews Digital Effectiveness Benchmark study are EquipSuper and Cbus, both of which scored higher than the industry average for the area around fees and charges information. Equipsuper scored 50% and Cbus 40% for their fees and charges information. The features that cause these strong positive scores for EquipSuper is the inclusion of contextual FAQS/a link to FAQs relevant to account fees, in addition to contextual contact details relevant to account fees.

As with BT, Cbus fails to clearly label the fees/charges and display the information ‘above the fold’. However, their score is held up by features that most other companies do not include on their account detail page which is the inclusion of content or link around how fees are charged, and the display of terms/conditions relating to the fees.

Although the majority of the companies within this industry are unfortunately scoring 40% or below for information around fees and charges, there are some quick wins that can help boost the industry average. By making minor changes such as adding more context and detail, this would help to drastically increase the score, the industry average, and ultimately help satisfy more customer needs.

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Web chat? FAQ? Go elsewhere? Preferred methods of support when customers encounter problems online.

Online support

When researching and purchasing a product or service online, there will invariably be situations where a customer will either have questions or encounter problems on the website. There are a multitude of ways in which to answer/solve these problems. Typically, these ways include looking for:

  • FAQs/Help
  • Phone number to call
  • Call me back area
  • Contact us page
  • Web chat
  • Additionally, they could ultimately give up on the company and leave the website in search for another provider.

Between 2014 and 2016, Global Reviews has conducted 114 research studies across the following nine industries in Australia, Ireland and the UK:

  • Banking/Finance
  • Energy Retail
  • General Insurance
  • Health Insurance
  • Higher Learning
  • Sports Betting
  • Superannuation
  • Telecommunications
  • Travel Bookings

In all, 20 products/services within these industries have been assessed against the Global Reviews Digital Sales Effectiveness Benchmark. As part of these benchmarks, 28,268 in-market consumers completed the online sales journey on each of the assessed websites. After completing a series of product research and application tasks, these prospective customers were all asked what they would most likely do if they encounter a problem whilst researching a product/service online.

Across the three regions, it was found that the Irish are less likely to seek out an FAQ/Help page than Australian or British consumers – however it still ranked highly with 20%. This was the preferred method of solving any issues by 24% of Australian and British consumers. The most common method of getting answers for Irish consumers was by looking for a telephone number to call (21%). This method was preferred by 19% of Australians and only 14% of the British.  The use of the telephone appears to be more popular in Ireland not only with making a call, but also in the use of “call-me-back” functions. 11% of Irish preferred this method, compared to 8% in the UK and 7% in Australia.

The use of web chat features rated more prominently for UK sites with 22% preferring this method. Ireland and Australia were a bit lower here with 19% and 18% respectively.

Problems REGION

The differences in what consumers would do if they encountered a problem are not limited to regions, consumer behaviours also differ depending on what product/service they are researching.

Banking & finance

Across the banking and finance sector, help preferences are fairly similar across all products, except for savings accounts where there’s a stronger propensity to seek out FAQs and less of a risk of opting to leave the website and look for another provider.

Problems BANKING


Within the insurance sector, travel insurance is a bit of an outlier – most likely due to the short term nature of the policies. There tends to be less of a connection to travel insurance as there is for health, home and motor insurance, with one in five customers opting to find another provider rather than persisting on the website. Despite this higher rate of abandonment,  one in four customers would use FAQs, compared to the one in five for the other insurance products.

Health insurance is slightly above average for seeking out a telephone number and slightly below average for leaving the website.


Telecommunications, Energy, Higher Learning, Gaming & Travel

Unlike banking and insurance, telecommunications has quite different preferences when customers encounter problems online. Despite internet service providers and mobile phone providers typically being the same company, those looking for a mobile phone provider are more likely to take the self-help route with 30% saying they would look at FAQs/Help compared to the 23% who would do the same when looking for an internet service provider. This means that telecommunication companies need to be catering to differing needs within each area of their website by considering the placement and weighting of help features. What is more important for those looking at mobile phones is different to that of those looking at broadband.

Problems MISCLooking at travel it appears that those looking for domestic flights are more inclined than those looking for international flights to want to speak to someone – whether that be via phone or web chat. This could be due to dealing with local support staff within the same timezone whereas for international flights the staff could be located anywhere depending on the intended destination. This does bring a higher risk factor for international flight sites where 21% of consumers stated that they would leave the site and look for another provider if they encountered a problem.

Unlike other industries, higher learning organisations truly offer unique products which in turn means that prospective students are forced to persevere on the site if they encounter problems unless there is another university that offers the same courses under the same conditions e.g. location. As a result, only 11% said they would leave the site if they had a problem, meanwhile an overwhelming 36% would use FAQs and 27% would look for ‘Contact Us’ information.

What this data shows us is the different research processes customers go through depending on the product or service they are wanting to purchase/apply for. Even within the one brand’s website, there are different wants and needs depending on the product. Therefore, brands need to be aware of the research habits of their customers and tailor each area of their website accordingly.

The alternative is losing these prospective customers to someone else when they give up on a site and go elsewhere.

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General Insurers – Simple Steps to Optimising Online Customer Conversion


Here at Global Reviews, we are fully focused on helping brands worldwide across multiple industries to increase their online acquisition ratios and conversion rates. One such industry is insurance and interestingly, our most recent data revealed that both home and motor insurance providers struggle at helping customers across each stage of the online customer sales journey.

The Sales Effectiveness Customer Journey 

The sales effectiveness customer journey follows the user through the four stages of consideration followed by the two stages of action.

Customer Sales Journey

  1. Initial Engagement – a user is introduced to the website
  2. Introducing Options – locating various insurance options
  3. Evaluating Options – considering different policies
  4. Facilitating Decisions – making a final decision on which insurance policy to choose
  5. Channel Selection – choosing how and where to purchase the insurance policy
  6. Application Form – purchasing the insurance online

It becomes apparent when we look at the scores across the stages for insurance providers in Ireland, UK and Australia, that there is a very common theme. The focus for insurance brands tends to gravitate towards the book ends of the customer sales journey,’Initial Engagement’ and the ‘Application Form’. As a result, insurance providers are failing to focus on their customers needs and wants when it comes to finding the correct insurance policy, ‘Evaluating Options’. It is at this stage we can see the scores drop across the various regions.

Motor Insurance Customer Journey

Drilling down further, and looking at the low ‘matching products to needs’ scores across a number of brands in Ireland, UK and Australia, it is evident that insurance customers struggle to find relevant product details to ensure product details matched their specific needs.

Matching products to needs

What steps can insurers take to increase online customer acquisition ratios? 

Simple improvements can make a big difference.

  • Highlight the value of the quote
  • Ensure that comparison tools and tables have a call to action.
  • Help customers differentiate between insurance covers. Ensure that customers have the right cover to suit their specific needs.
  • Highlight key product features but link to full detail pre-quote.
  • Ensure navigation is easy to follow. Clearly communicate the starting point for customers.
  • Calculators help users to make informed choices
  • Clearly communicate trust

To find out more, join our upcoming General Insurance webinar 

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043



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Importance of motor insurance providers presenting a strong value proposition

Motor Insurance Value Propersition

Along with brand trust, having the best offers and prices is a key driver for getting shortlisted and finally selected by a customer. When compiling a shortlist of motor insurance providers, 42% of consumers put a brand on their consideration list because they had good prices/offers.

Budget Direct is a brand with relatively low initial recall of just 18% compared to AAMI’s 66% unprompted recall rate, according to the most recent data from our Digital Marketing Effectiveness studies. However, once customers did their initial research, 27% placed Budget Direct on their consideration list. Given that Budget Direct scored an impressive 78% in our Digital Sales Effectiveness benchmark for their site content around value proposition, their strong inclusion on shortlists is not surprising. They sit well above the industry average of 41% for their value proposition content, and hold a 22 point lead on Coles Insurance and GIO who share second spot each with a score of 56%.

Brands that cannot compete on price need to be focusing on clearly communicating what their value proposition is, otherwise they will lose out to brands who are in a situation where they can offer the lowest prices.

For a non-tangible product such as insurance, it can be difficult for consumers to determine the difference between policies offered by different brands. Therefore, brands need to be able to set themselves apart by including things such as a slogan to identify their competitive advantage.

Explain to the consumer what it means to be a policy holder with you. All insurance products offer protection, so what does your brand offer that nobody else does?

In addition to explaining what sets a brand apart, companies also need to be ensuring that they refer to the customer needs rather than solely focusing on the product. Using user centric language such as ‘you’ and ‘your’ can help to engage the consumer as it can turn the language used from feeling like jargon to becoming more conversational and relatable.

All of this helps to build a stronger brand impression whilst delivering a value proposition consumers can relate to and understand. This strong brand impression in turn helps to drive higher conversions online.

To learn more download our FREE report or join our upcoming webinar.

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Drivers of brand preference in the Irish energy market


In our most recent Digital Marketing Effectiveness study on the energy market in Ireland from July 2016, participants were asked to recall providers in the marketplace, unprompted.

It is no surprise that the top brands that Irish consumers recalled are household names, the top 5 being Electric Ireland, Bord Gais, SSE Airtricity, Energia and Pinergy.

Brand Recall

Consumer Journey Online 

When looking online for a new energy provider, 98% of consumers begin by using a search engine while 59% went directly to a brand’s website and 56% used an aggregator site.

Consumer Journey

Of the 98% of consumers who used a search engine:

  • 28% searched for a brand
  • 27% searched for an aggergator site
  • 13% went from search engine > brand website > aggregator
  • 8% went from search engine > aggregator > brand website

Moving through the funnel 

Electric Ireland featured heavily as consumers’ initial preference with 41% of consumers, followed by SSE Airtricity (25%) Bord Gais (18%) and Energia (11%). Reasons for initial preference are very much focused on being a current or past customer and trusting the brand.

initial preference

Moving to the shortlisted brands, Electric Ireland still hold the top spot in consumers’ minds with 60% of consumers placing them on their shortlist, followed by Energia who at 58% have moved to second position from fourth. As consumers move to shortlist their preferred brands, being a current or past customer becomes less important and good prices and offers as well as familiarity with the brand name more so.

Reasons for shortlist

Which brand claimed the top spot as final preference for Irish energy consumers? 

Energia claim the top spot for final preference. with 34% of consumers choosing them as their final preferred choice.

Final Preference

The key drivers of final preference are focused on meeting consumer needs in terms of having the best deals and offers, cheapest price and having the best plans to suit needs. Having plans that are easy to understand as well as having an easy to use website are also at the forefront of consumers’ minds. As consumers move to choose their preferred energy provider, trust and loyalty become less important.

Reasons for final preference


Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043


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Convert more of the Mobile Contract and PAYG Customers you could and should be winning!


Global Reviews have been the leaders for increasing online customer conversion in sectors such as Banking, Insurance, Energy, Online Gambling, Retail & Travel for over 16 years.

We are trusted by brands such as EDF, Scottish Power, nPower, British Gas, Three UK, William Hill, Ladbrokes, Lloyds, Tesco Bank and AIG.

As a result of our success, we are delighted to announce our launch into the Telecommunications Sector.

The Mobile Contract & PAYG programme uses the worlds most robust and advanced methodology that helps you to stop losing the ideal customers that you could and should be winning.

The programme will launch across both Mobile and Desktop platforms in August. Our valuable insights will solve the critical problems that Digital Leaders in telecommunications face with customer acquisition:

•WHY are we losing potential online customers who are actively considering buying from us but choose to buy from another company?

•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.

To help early adopters of the programme gain a competitive advantage, we are limiting the number of initial subscribers to the programme to just three companies.

If you would like to find out more information, please do not hesitate to contact us 

Or get in touch directly with:

Hannah Rose Farrington

Commercial Director

T: +44 (0) 203725 8260


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4 key challenges of digital transformation…and how Global Reviews can help

Digital Transformation

Marketing Mag recently discussed four key challenges of digital transformation. Essentially these challenges came down to understanding customers, knowing the customer journey, being across the market trends, and being able to make sense of and bring everything together. Some companies are good and one or two of these, but most are still struggling. Digital transformation is fast paced so businesses can’t afford to fall behind the expectation of their customers.

4 key challenges of digital transformation…
and how Global Reviews can help

1. The most vital element in ensuring the success of a digital transformation project involves your company developing empathy with your customers by using research, journey mapping and data analysis.
Global Reviews uses the largest research, data & insights programme in the world to track the online buying behaviour of in-market consumers, the buying decisions they make and the effect that a company’s online customer experience is having on those decisions. We then work with businesses to help them to better understand the wants and needs of their customers through all stages of the research and sales journey.

2. It is critical that business leaders facilitate early on the discussion about what meeting customer’s service expectations really means – ideally before project teams form and work begins.

Our expert client advisory team are on hand to work with businesses through all phases of project development including initial research, best practice audits of wireframes, multi-stage usability testing and benchmark auditing. By having these regular touch points throughout the project, it ensures you are on the right path from the very beginning.

3. Businesses that recognise where the market is heading, understand the opportunities that it presents, and move quickly stand to profit most from digital transformation.
In the 2015/16 financial year, Global Reviews has measured the online acquisition performance of over 500 companies globally and tracked the online buying behaviour of over 60,000 in-market consumers. This places us in a unique position whereby we can deliver industry, local and international trends across the online customer journey which means we can offer a more holistic view on where the marketing is heading.

4. The best businesses develop a conversation about data that is focused on delivering a service to customers. Yes, it is possible to analyse all the data available and use it to create better segmentation and targeting. But that can be a costly and difficult place to start. The best approach is to ask ‘how do we find and use the few data points that will provide value to our customers?

As well as collecting and analysing data to help businesses across all areas of their mobile and desktop websites, Global Reviews provides prioritised recommendations and “quick wins” to build and maintain a stronger online customer experience even if a business is not yet able to invest in a bigger transformation overhaul.

If your brand is facing challenges as you are navigating through a phase of digital transformation, then you are at risk of losing customers to competitors who are further ahead in their transformation. Even if your brand is considered to be #1 within your industry, don’t forget that your customer also has a bank account, energy provider, phone provider and insurance products, so if they’re exposed to something great within one industry, they’re going to expect that level of greatness across all the products and services they use.

Only Global Reviews has insight into the complete picture of your customer, customer journey, industry and full market scope, so contact us today to find out how we can help your business through the process of digital transformation.

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Blog Series – The third critical stage for an effective mobile sports betting site – Adding a Bet

Mobile Sports Betting

Earlier in this blog series we discussed the first and second critical stages that need to be in place for a sports betting provider to have an effective mobile site.

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

The third and final critical stage is the application stage, or in the case of sports betting, ‘Adding a Bet’.

Adding a Bet 

Once a mobile customer has chosen their preferred betting provider and has found the event and odds relevant to them, the process of adding a bet is the final step on their online journey. It is at this stage that Global Reviews measures how easy it is for the bettor to add a bet to the betslip and the quality of support in place.

In our recent audit, Betfred scored highest for the task which was to add a £20 4-fold match result accumulator bet to a betting slip. Betfred scored 65% and had a satisfaction rate from bettors of 75%.

Why is Betfred winning? 

Betfred makes it quick and easy for bettors to add a bet to the betslip. Betfred navigates bettors to all of the upcoming matches and provides a simple process to select the accumulator.


To sum up this blog series, here are some key recommendations for each of the three critical stages for an effective mobile sports betting site:

Stage 1: Initial Engagement 

  • Drive attraction and confirm you will meet bettors needs by building trust

Stage 2: Introducing Options 

  • Allow bettors to quickly compare betting options

Stage 3: Adding a Bet 

  • When bettors are adding a bet to the betting slip, feeding forward information is critical
  • Due to screen size restrictions it is very easy for bettors to become lost and abandon the journey
  • The colour and text of the betslip needs to stand out and clearly change when the betslip is amended


Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043


Download the full Mobile Sports Betting report here 

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Blog Series – The second critical stage for an effective mobile sports betting site – Introducing Options

Mobile Sports Betting

In the first post of this three-part blog series, we looked at ‘Initial Engagement’ as the first critical stage for an effective sports betting site.

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

The second critical stage is ‘Introducing Options’.

What does Introducing Options cover? 

Simply put, ‘Introducing Options’ refers to a bettor’s ability to:

  • Learn about event options
  • Locate betting options

Forming part of the ‘Consider’ phase of the customer journey where online bettors are actively considering placing a bet on their preferred site. Bettors want to find the relevant odds quickly and easily. This is critical on a mobile device.

As part of April’s Mobile Sales Effectiveness study, we set consumers the following task:

Task: Find the odds for Gallant Oscar to win the Aintree Grand National. 

BetVictor ‘s mobile site scored highest in our study scoring 83%. Here’s why…

Bet Victor


  • Customers can easily locate the link for all key events easily on the homepage
  • The hamburger menu is a simple A-Z function with clear icons to find an event
  • The event page is clearly laid out making it easier to filter races

Common problems encountered by consumers 

Below are some of the common problems experienced by consumers at the ‘Introducing Options’ stage, with ease of navigation and the time involved to find relevant information being the most significant pains.

Common Problems

The final critical stage of an effective sports betting mobile site is ‘Adding a Bet’ which we will look at in the third and last post of this blog series.

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043


Download the full Mobile Sports Betting report here 

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