NatWest visitors are the fastest and most satisfied when looking for mortgage rates

Home loans Fruition

Finding the right home loan is as confusing and overwhelming as picking the right roof tiles to match the bricks. It is, therefore, imperative that home loan providers make the online research process as straightforward and satisfying as possible in order to minimise confusion and ensure strong conversions.

In November 2017, Global Reviews tracked 350 consumers as they searched online for a home loan provider. Consumers were split across desktop (n=200) and mobile (n=150). After conducting their own searches, they were directed to one of eight provider websites to complete further research.

Once consumers had looked around the homepage, we asked them to find all the available mortgage rate options for first time buyers (new customers). In doing this, it was found that those who completed the task quicker typically had a higher satisfaction rate with the process of completing the task. As can be seen in the chart below, NatWest visitors are the fastest and most satisfied when looking for mortgage rates for first time buyers. Potential customers are getting hugely different experiences across different sites with a 1:28 difference between Lloyds Bank and NatWest.

Time vs Satisfaction home loans

NatWest had the fastest average task completion time with 2:14 minutes and a satisfaction rating of 81%. On the other end of the scale was Lloyds Bank with an average time of 3:24 minutes and a satisfaction rating of 73%.

Whilst a shorter task completion time generally means higher satisfaction, a longer task completion time isn’t necessarily driving dissatisfaction but rather an inability to find the right answer. This indicates underlying usability issues supported by 20% claiming starting where to look was not easy.

The following chart highlights some of the most common issues consumers faced when trying to locate the product range. From a navigation point of view, the harder it is to find where to start looking as well as the inability to find what they’re looking for is bringing down satisfaction levels amongst customers. There is a strong negative correlation of -0.93 between problems encountered and satisfaction.

Problem Satisfaction home loans

By comparing key landing pages for home loans we can see that allowing visitors to easily find what they are looking for with minimal effort and scrolling is key. Successful sites focus on key calls to action within the hero images and top navigation. Having a clearly laid out site with multiple entry points allows for the different preferences consumers have. Some consumers will naturally gravitate to the top navigation, others will look to the hero image and some will look down the page to find where they want to go next.

NatWest directs traffic through a comprehensive menu catering to both new and existing NatWest customers as well as delivering multiple entry points depending on customer research preferences. The menu is split into product, customer type and application stage, as well as grouping in relevant tools such as calculators to help in the research process.

Like NatWest, Lloyds Bank also uses the main header menu to direct consumers. However, they also provide additional entry points throughout the homepage. Within the hero image there are quick links to popular pages. Sitting just below the hero image are more links to key product pages. Having three navigation areas caters for different types of browsers and therefore aids in creating a user-friendly site.

By giving consumers clear options and starting points can mean a huge difference between keeping them on site or losing them to a competitor.

To learn more download our FREE industry report and view our latest webinar covering off more ways to understand and improve your conversion rates using our Fruition methodology.

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Home Loan Digital Tactics- What your competitors don’t want you to know.

Working on optimising your website and digital strategy to get more visitors can sometimes feel futile. But what if the reason your rankings are not improving is actually your myopic view. Have you ever thought or analysed what goes on in the minds of your prospective customers when they look for a Home Insurance provider?

Have you ever wondered what your customer journey when searching for a home insurance provider actually entails? What is your competitor getting right and where are you falling short? It could really be a question of identifying information that your customers need and laying it out in a certain way on your website.

Let’s dive right in, shall we?

We recently conducted a our webinar on this topic, where we touched upon what works for leading Home insurance providers and why. Our products are pioneers in measuring benchmarking and optimising customer journeys. We show you the larger picture. We tell you where you sit in the eyes of your potential customer. We tell you how your customer chooses you and why a potential customer doesn’t, which competitor they choose, what leads them to their final choice and what influencers play a pivotal role along the way.

In 2017 we spoke to 1,200 home loan seekers and had them complete tasks on up to 24 brands internationally. We analysed the funnel from start to finish, prioritising performance at key stages such as- Recall, Initial Preference, Visited websites of brands, Shortlisted, Final Preference.

According to the research conducted and the funnel created, some of the results found indicated that:

  1. Service functionality was rated to be of higher importance for Home Insurance seekers in the Australian market as compared to the UK market.
  2. Websites being user friendly is another aspect that veers customers towards choosing a Home Insurance provider.
  3. For prospective customers, after brand relationship and beyond utilitarian product features like fees and rates, presenting options which are easy to understand and suitable to specific needs is key.
  4. For existing customers, service delivery and customer experience is the battleground.
  5. Home insurance providers that have easy to use input fields and easy to use terminology on their websites are ranked higher according to potential customers.
  6. Mobile version of the websites of home insurance providers showing key features in larger text and more details in a slide over which enables users to easily and quickly get back to the range list, is preferred by customers.

A few key points to keep in mind if you are a Home Insurance provider, seeking to attract a larger market share:

1.Understanding where prospective and current customers go to meet their needs and being there with the most compelling option.

2.Customers want to know what you have to offer them but you need to tailor that to their needs. Interactive comparison, dynamic filtering and strong breadcrumb strategies are key.

3. Understanding touch points used (research, social media, aggregator, search engine etc.) and most important attributes is key.

4.Having a clear map of the home loan customer experience journey and their differing needs along that journey. Meet them on that journey with solutions that  solves problems.

5.Knowing why you are losing opportunities and ensure you are maximising your share of the customers wallet by pre-empting what they need.

6.When personalising online journeys, maintain strong anchor navigation which clear signposting.

To get a full synopsis of what we covered in the webinar, click here or reach out to Maddy- madhur.advani@globalreviews.com.

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Are we amazed enough by AI?

With the world already waking up to what AI has in store for technology moving forward, the citizenship of Sophia along with her gracing the Jimmy Fallon show has only made our eyes open slightly wider in amazement. Is there anything that technology can’t do?

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Motor Insurance: Significance of connecting with customers over Phone

Ever wondered what your potential customers place value on when it comes down to choosing their Motor Insurance provider? In this mass marketing and nitpicking world, it could be a matter of crossing your ‘t’s and dotting your ‘i’s.

In terms of motor insurance it is all about the communication channels that an insurance provider has. Our research for Motor Insurance providers in Australia, has revealed a fact that not many providers pay attention to- the significance of phone calls.

Though the popularity of Live Chat is significant, there is no denying the rebound phone calls have made in recent times. Research has shown that when customers choose their final Motor Insurance Provider, they prefer to speak to a real person than to someone on a Live chat.

“Self -serve channels are likely to assist consumers who are researching motor insurance products, but as these consumers get closer to purchase, their desire to speak to a real person increases”

The below two graphs are a representation of the importance consumers place on different channels, at different stages of their decision making process, when purchasing a motor insurance.

Image 1- Vol 2

Graph- Joe

**The above data has been collected in-house by Global Reviews. All our data is curated to meet our clients needs and help their business gain momentum.

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: 

Darren Watson – Senior Commercial Director
T:         +61 3 9013 0531
M:        + 61 413 017 959
E:         darren.watson@globalreviews.com

Tony Carveth- Senior Commercial Director

T:         +61 3 9013 0531
M:        +61 438 081 496
E:         tony.carveth@globalreviews.com

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

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

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

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

 

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Aggregators: Helping or Hindering your Credit Card brand?

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

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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

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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

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

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

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