When it comes to car insurance Irish motorists are on the move

Motor insurance digital sales and marketing effectiveness

Author: Marie Sheehan

60% are looking for a new car insurance provider
A report published by the Irish League of Credit Unions found that 6 in 10 motorists have switched insurance provider in the past 12 months. 1

The obvious question to ask is “why?” Why are motorists changing insurance companies?

Of course, the easiest answer to give is the cost of car insurance. While I have no doubt this is a factor for some I don’t think it is as simple as that.

It’s not all about the money

86% of buyers will pay more for a better customer experience 2

89% of consumers began doing business with a competitor following a poor customer experience 3

Maybe it’s more about the customer experience?

Perhaps it’s also about how effective companies are at converting potential customers online?

Opportunity and lost opportunity

All of this movement of course represents opportunity – opportunity for motor insurers to acquire migrating customers.

However, from our latest Digital Marketing Effectiveness study of Irish motor insurance providers, we know that there is a 74% lost opportunity that insurers are failing to capitalise on.

When asked, Irish motorists gave “I have used them before” and “I trust this company” as the top two reasons they chose an insurer.

How effective are Irish motor insurance providers’ websites?
The findings of our Digital Sales Effectiveness (DSE) Q1 2014 study into Irish Motor Insurance providers market have just been published.

Organisations included in the study: 123.ie, AA, AIG, AXA, Aviva, Allianz, FBD, Liberty, No Nonsense and Zurich

DSE scores

The average score across the industry was 52% This means that all but one provider are failing* to meet the needs of their customers online.

Where are Irish car insurance providers failing to meet the needs of the online motorist?

*From our 14 years’ experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55% means that the company is failing the customer online.

We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level

Performance of Irish car insurance providers across the online customer journey

Our methodology provides actionable insights at a granular level on companies and their competitors at each stage of the online sales journey. Furthermore our programmes give companies unrivaled intelligence on their competitors’ strengths and weaknesses.

The weakest points in the online customer journey across the Irish motor insurance industry are:
• Initial engagement – how providers build trust with motorists
• Deciding to purchase – persuading motorists to take out their car insurance with them
• Channel selection – convincing motorists to apply for their car insurance online

Customer journey average

Other findings from our study
• The Irish car insurance provider that is most effective at digital sales interestingly was only recalled by a quarter of in market consumers initially

• A number of the Irish car insurance providers are particularly poor at answering motorists questions online with one company scoring as low as 6% in this area

• One company which scored highest in brand recall, conversely has one of the lowest scores when it comes to digital sales effectiveness which means they are not living up to the hype or the expectation of the brand

• For details on all the other findings please contact us

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

Watch our video: Finding the missing “why?”

1 ILCU Launch Results of April 2014 ‘What’s Left’ Tracker
2 Customer Experience: Is it the Chicken or the Egg, Forbes
3 Source: RightNow Customer Experience Impact Report 2011

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Who will be the UK motor insurance industry’s masters of mobile?

MSE

Author: Marie Sheehan

Announcing the launch of the UK Motor Insurance Mobile Sales Effectiveness (MSE) programme June 2014

In June we will run the most advanced study ever conducted focussing on how well UK Motor Insurers’ mobile websites are meeting the needs of their customers.

UK Motor Insurance Mobile Sales Effectiveness study June 2014
Organisations included in the study: AA, Admiral, Allianz, Aviva, AXA, Churchill, Direct Line, esure, LV= and More Th>n

We are better than anyone else at helping car insurance providers to measure, track and optimise sales on their mobile sites.

Our programmes and actionable insights are designed to take out subjectivity which enables our clients to make decision making and sales planning with absolute confidence.

Actionable insights based on evidence from actual customers
The power of this MSE programme is that it is a study of ‘In market’ consumers that have intent to buy (consumers who are looking for a new car insurance provider at that time), conducted in their natural buying environment with a totally unique insight into how easy it is to buy from them online.

The evidence we provide from our 360 degree review of a company’s mobile site will identify the difficulties that 95% of prospective customers experience will face.

Advanced and robust study
• 64 separate performance metrics per mobile site and over 500 data points means that our Mobile Sales Effectiveness (MSE) study is the only optimisation solution that gives you a 360 degree view of your customer journey and that of your competitors

• The study includes a 400+ criteria best practice audit that has been created through interviews with over 1000 consumers and the recruitment of hundreds of UK consumers that have intent to choose or switch motor insurance provider

• The study covers all the major operating systems for mobile (IOS, Android and windows) and all research subjects conduct the studies via their smartphones in as natural a buying environment as possible

To ensure the UK motor insurance provider you are interested in is included,  please contact us.

Five things our Mobile Sales Effectiveness programme can tell you:

1. How to optimise your mobile customer journey and increase sales
The data and insights from our industry programmes have a direct, measurable and positive impact on mobile sales conversions and customer loyalty

2. Your digital sales effectiveness score
We measure and score the sales effectiveness of your mobile site based on “in market consumers’ ” evidence, behavioural studies and audits overlaid with our industry best practice audit. A four dimensional approach which yield results that cannot lie.

3. What to do with the data
Best practice recommendations from our experienced Client Advisory team are evidence based (rather than opinion) and a direct result of running the largest syndicated programme of studies internationally

4. The problems almost all customers encounter on your website
We identify the difficulties 95% of prospective customers experience on your (and your competitors’) mobile sites

5. How you compare to your competitors
We give you the granular degree of insight that shows you and your competitors at each stage of the mobile customer journey

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

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Who is the best Current Account provider in the UK & Ireland?

Current Account Digital Sales Effectiveness

Author: Marie Sheehan

UK & Ireland Current Account Providers Digital Sales Effectiveness study Q1 2014
Organisations included in the study: AIB, Bank of Ireland, Barclays, HSBC, Nationwide, RBS, Santander and Ulster Bank

The findings of our Digital Sales Effectiveness (DSE) Q1 2014 study into UK & Ireland Current Account providers market have just been published and it seems that there is a big difference between how well UK banks and how well banks in Ireland meet the needs of their Current Account customers online.

All but one of the UK banks included in our study are meeting the needs of their digital customers.

However, all three of the Irish banks included are currently failing their digital customers.

Current Account Digital Sales Effectiveness Scores

Current Account Digital Sales Effectiveness Scores

Where are Irish Banks failing to meet the needs of the online Current Account customer?
From our 14 years’ experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55% means that the company is failing the customer online.

Current Account Providers Digital Sales Effectiveness scores Q1 2014:
Allied Irish Bank 31%
Bank of Ireland 34%
Ulster Bank 44%
Barclays 48%
Nationwide 55%
Santander 55%
RBS 57%
HSBC 59%

All three Irish Banks included in our study are really good at giving customers the information they need to contact them  (in fact the Irish Banks do this far better than the UK Banks), plus they all meet the needs of their Current Account customers online when it comes to helping them to understand their product offering.

But,  the Irish Banks are failing to meet the needs of the online Current Account Customers in the following areas:

• Facilitating external comparison
• Outlining fees and charges – one Irish Bank is particularly weak in this area
• Applying online – only one of the Irish Banks allows customers to apply online for a current account

Industry

How are the UK Current Account providers doing?
HSBC achieved the highest Digital Sales Effectiveness score and excels at the “Introducing Options” stage of the online customer journey.

The UK banks are doing well overall, but there are some areas that need improving including:
• In the “Initial Engagement” stage of the digital customer journey, banks are weak at building trust and meeting expectations
• Some banks do not enable customer to evaluate options online at all
• Across the industry banks are very poor at helping customers to select a channel

Global Reviews is expert in helping banks to optimise online sales effectiveness
We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level

• We deliver actionable insights
• Our results are based on evidence and cannot lie
• We take subjectivity out of decision making

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.
To register your interest for our free webinar on this study or to receive our free white paper, please contact us

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If Banks took a “Selfie” would they be Happy with the Picture?

Digital Sales Effectiveness

Author: Marie Sheehan

Would the Picture show a great Digital Customer Experience?
According to financial futurist Scott Bales, Bankers need to talk to their customers and develop empathy for their problems, behaviours and motivations. “The goal is to build experiences, not products”.

While most customers have a positive online banking experience, there is room for improvement. Across the industry three in every four customers want helping in deciding with which bank they should open their Online Savings Account. There’s plenty of opportunity to improve initial engagement and steer customers in the right direction (to purchase).

For example when it comes to credit cards two thirds* of customers are satisfied with banks’ websites. However, only 30%* can find support to answer their queries and only 30%* feel like they can complete the online application form efficiently. More worryingly only one in five* customers feel that there is appropriate support and contact information available to them. In the digital era of online banking, are customers are missing the human touch (point)?

How can Banks answer the question ‘Are customers better off with us instead of with our competitors?’

1. Make it easier for customers to open an Online Savings Account
Global Reviews can tell Banks what’s making it difficult for their customers to open Savings Accounts from them online, as we are the only research company globally that identifies the difficulties that 95% of prospective customers experience on their websites. We also let Banks know how they compare to their competitors and to best practice leaders internationally

2. Make it easier to find everything to measure, diagnose & improve digital sales effectiveness
Global Reviews delivers results and insights within a single environment via our portal. This means that everything they need to analyse and action is in one place, where they can find a dashboard of their key customer and performance metrics across each stage of the customer journey.

3. Make winning digital sales plans with absolute confidence
Global Reviews takes subjectivity out of decision making, as the actionable insights we deliver are based on evidence and cannot lie. We are the only company who can provide absolute proof of the sales effectiveness of websites. Our four dimensional approach is based on the evidence, behavioural studies and audits of ‘in market consumers’ which we overlay with our own industry best practice audit.

Launch of our Online Savings Accounts Digital Sales Effectiveness Study May 2014

Global Reviews can help Banks to improve online conversion and build customer loyalty. Our insights will help to maximise the digital customer experience through an actionable assessment of the digital sales journey from the customer’s viewpoint.
For Banks focusing on increasing online Savings Account, we will launch the most advanced study ever conducted focusing on how well UK Banks are meeting the needs of their customers when it comes to Online Savings.

We are better than anyone else at helping banks measure, track and optimise their online sales effectiveness at a tactical and ecommerce level.

Study: Digital Sales Effectiveness: Online Savings Accounts
Date: May 2014
Banks included: Barclays, Halifax, HSBC, Lloyds, Nat West, Nationwide, RBS, Santander and Virgin Money
If there is another bank/company you would like to see included in the benchmark, please contact us.

More
To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.
To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

*Global Reviews Digital Sales Effectiveness Programme: UK Banking – Credit Cards (Q3 2013)
Our report on UK Credit Card providers is aimed at measuring the effectiveness of the digital sales journey. For more info please contact us.

 

 

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Are you getting all the answers you need from your brand tracking?

Figures

Of those that can recall your brand, do you know what they actually do online when researching your product?
There are plenty of companies tracking metrics such as brand awareness and recall, but what are those metrics without an understanding of the purchasing behaviour and preferences of these people during their research journey? A company can understand their position in the market, but what are the areas to focus attention to improve that share? Where do consumers go when looking for my product? Where am I losing consumers and where should I concentrate my efforts?

They might recall your brand, but do they even visit your site?
There is a huge drop by most brands from awareness to final preference – even by those consumers who recall a brand unprompted. In the most recent Digital Marketing Effectiveness study for Home Insurance in Australia we see the same trends for the biggest brands in the industry. Looking at the most recalled brand AAMI (55%), only 23% would purchase from them. In fact, only 28% even visited their site when looking for home insurance. Most of all, of those AAMI recall consumers that used a search engine during their journey, 54% visited Budget Direct during their research (see graph below). While Budget Direct were able to attract more visitors to their website for this segment, they were only successful at converting 6% of AAMI’s recall consumers. AAMI retained 23% themselves, losing to a range of other competitors but stayed the most preferred brand of their recall segment.
Budget graph

Budget Direct should focus on successful search conversions
Depending on the view point and priority, two clear stories emerge from these initial findings:

  • Budget Direct are successful at driving traffic during consumer searching, and AAMI would be advised to focus on current SEO/SEM campaigns to increase conversion in what appears to be a loyal recall base.
  • Budget Direct are attracting the biggest visit rate in the industry with 43% (which is 15% ahead of the next competitor), but are struggling to convert once consumers are on the website. Depending on the search strategy, this could point to unconvincing landing pages – however looking at the results from Global Review’s Digital Sales Effectiveness research, this highlights they are falling behind competitors in delivering a satisfactory customer experience, especially in the Consideration phase of the customer journey.

Tracking online brand strength is important, but only if you can understand the behaviours and preferences around those consumers who are brand aware. Global Reviews can not only track your brand recall, but also your customer’s online discovery journey.

The strength of our Digital Marketing Effectiveness module is the ability to follow the online journey that consumers take, from Brand Recognition through to Brand Preference, as well as the capability to profile these consumers to understand the behaviour of specific segments.

For more information about how to get better insights from your brand tracking, read more about our Digital Marketing Effectiveness module or please contact:

Ché Carbis
Senior Commercial Director
T: +61 3 9982 3419
M: +61 411 962 857
E: che.carbis@globalreviews.com

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3 things we tell UK Travel Insurance Providers to Optimise their Online Sales

Travel Insurance Digital Sales Effectiveness

Author: Marie Sheehan

Global Reviews is better than anyone else at helping Travel Insurance Providers to measure, track and optimise the effectiveness of their marketing and digital strategies.

Summer Studyin’

This summer we will run the next round of our UK Travel Insurance Industry Digital Sales Effectiveness programme. To be involved please contact us.
The findings will help you improve your online conversion and build customer loyalty. Our insights will help you to maximise the digital customer experience through an actionable assessment of the digital sales journey from the customer’s viewpoint.

Study: Q2 2014 UK Travel Insurance Industry Digital Sales Effectiveness
Date: June 2014
Providers being benchmarked: Aviva, AXA, Columbus, Cover For You, Direct Travel Insurance, Flexi Cover, Insure & Go and the Post Office
If there is another company you would like to see included in the benchmark, please let us know

Related (free) white paper:
Q4 2013 UK Travel Insurance Industry Digital Sales Effectiveness
Related recorded webinar:
Findings from the Q4 2013 UK Travel Insurance Industry

Last Year’s Results
In Q4 2013 we ran a Digital Sales Effectiveness (DSE) study into the UK Travel Insurance market and the average score across the industry was 53% This means that some providers were failing* to meet the needs of their customers online. So it will be interesting to see how that digital sales effectiveness score has changed over the six months. To be involved please contact us.
*From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55% means that a company is failing the customer.
• We deliver actionable insights
• Our results are based on evidence and cannot lie
• We take subjectivity out of your decision making

DSE Q1 2014 Overall score
A Snapshot of Findings from our Last Study (Q4 2013)

• While Insure & Go (58%) and Columbus (60%) are the only two UK Travel Insurance providers meeting the needs of their customers online, there are still areas for improvement. Insure & Go is particularly weak at promoting the online channel, whereas Columbus isn’t great at facilitating external comparison

• The Post Office gives the best digital customer experience across the ‘Introducing Options’ and ‘Evaluating Options’ stages of the online customer journey

• Across the online customer sales journey, convincing customers to buy online from them (as opposed to e.g. buying over the phone) i.e. the ‘Channel Selection’ phase, is UK Travel Insurance providers’ weak point. We know the steps they can take to dramatically improve this and reduce their call centre costs

 

Customer journey industry

 

UK Travel Insurance Providers – Three things we can tell you to optimise online sales:
To get the granular degree of insights please contact us

1. How to make it easier for your customers to buy online from you
We can tell you what’s making it difficult for your customers to buy from you online, as we are the only research company globally that identifies the difficulties that 95% of prospective customers experience on your website. We also let you know how you compare to your competitors and to best practice leaders internationally.

2. How to make winning digital sales plans with absolute confidence
We take subjectivity out of your decision making, as the actionable insights we deliver are based on evidence and cannot lie. We are the only company who can provide absolute proof of the sales effectiveness of your website. Our four dimensional approach is based on the evidence, behavioural studies and audits of ‘in market consumers’ which we overlay with our own industry best practice audit.

3. Where to find everything you need to measure, diagnose & improve you digital sales effectiveness
We deliver your results and insights within a single environment via our portal. This means that everything you need to analyse and action is in one place, where you can find a dashboard of your key customer and performance metrics across each stage of the customer journey.

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us
To register your interest for our free webinar on this study or to receive our free white paper, please contact us

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Who are the Digital Masters of the UK Motor Insurance Industry?

Motor Insurance Providers Digital & Mobile Sales Effectiveness

Author: Marie Sheehan

UK Motor Insurance Digital Sales Effectiveness study Q1 2014

Organisations included in the study:
AA, Admiral, Allianz, Aviva, AXA, Churchill, Direct Line, esure, LV= and More Th>n

The findings of our Digital Sales Effectiveness (DSE) study into the UK Motor Insurance market have just been published and seems like the motor insurance industry isn’t in the fastest lane when it comes to digital.

Just one UK provider, LV=, is meeting the needs of their customers online.

All others are failing their digital customers*.

In fact as 50% is the industry average, all Motor Insurers need some acceleration in the digital lane.

How do we know this?

We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level.

*From our 14 years’ experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55% means that a company is failing the customer.

  • We deliver actionable insights
  • Our results are based on evidence and cannot lie
  • We take subjectivity out of your decision making

UK Motor Insurance Digital Sales Effectiveness

What else does the study reveal?

  1. The UK Motor Insurance scores an industry average of 50% in digital sales effectiveness, which is 5% behind meeting the needs of the customers, and 8% behind the UK Sports Betting industry average
  2. One company is really effective at the ‘Application Form’ stage of the online customer journey and score an exceptional 77% at supporting customers through this step
  3. There is a huge variance in score in the ‘Introducing Options’ stage of the online customer journey with scores ranging from 3% to 76%. One company is extremely poor at explaining their product range to their customers, while another company is excellent at helping customers understand fees
  4. We know how effectively each of the UK Motor Insurers engage customers and help them match a product or service to meet their needs, and how easy it is to apply online. To find out more, register your interest for our free webinar on this study or to receive our free white paper, please contact us

Who will be the Motor Insurance Masters of Mobile?

Announcing the launch of the UK Motor Mobile Sales Effectiveness programme June 2014

In June we will run the most advanced study ever conducted focussing on how well UK Motor Insurers’ mobile websites are meeting the needs of their customers. To be involved, please contact us

  • 64 separate performance metrics per mobile site and over 500 data points means that our Mobile Sales Effectiveness (MSE) study is the only optimisation solution that gives you a 360 degree view of your customer journey and that of your competitors
  • The study includes a 400+ criteria best practice audit that has been created through interviews with over 1000 consumers and the recruitment of hundreds of UK consumers that have intent to choose or switch Motor Insurance provider
  • The study covers all the major operating systems for mobile (IOS, Android and windows) and all research subjects conduct the studies via their smartphones in as natural a buying environment as possible

To ensure the UK Motor Insurance Provider you are interested in is included, please contact us

hands_mobile

Five things our Mobile Sales Effectiveness programmes can tell you:

  1. How to optimise your mobile customer journey and increase sales
    The data and insights from our industry programmes have a direct, measurable and positive impact on mobile sales conversions and customer loyalty
  2. Your mobile sales effectiveness score
    We measure and score the sales effectiveness of your mobile site based on “in market consumers’ ” evidence, behavioural studies and audits overlaid with our industry best practice audit. A four dimensional approach which yield results that cannot lie.
  3. What to do with the data
    Best practice recommendations from our experienced Client Advisory team are evidence based (rather than opinion) and a direct result of running the largest syndicated programme of studies internationally
  4. The problems almost all customers encounter on your mobile website
    We identify the difficulties 95% of prospective customers experience on your (and your competitors’) mobile sites
  5. How you compare to your competitors
    We give you the granular degree of insight that shows you and your competitors at each stage of the mobile customer journey

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us

To register your interest for our free webinar on this study or to receive our free white paper, please contact us

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Pineau De Re wins the Grand National as William Hill takes first place in Digital Marketing Effectiveness

UKSports

Author: Marie Sheehan

Results
As Pineau De Re passed the winning post on Saturday, we were finalising findings from the latest round of our UK Sports Betting Digital Marketing Effectiveness (DME) programme.

These findings help companies hone their marketing and digital strategies by helping them understand and address the missing why.

  • Why did consumers visit your website, bur not choose you as their provider?
  • Why did they choose their preferred provider?
  • Why did consumers shortlist a particular provider?

Studying the form
Our DME programmes provide evidence on how prospective customers look for a sports betting provider and why they choose where they place a bet online. The programme focuses on the “Discover” and “Consider” stages of the customer journey and answers a number of questions, including:

  • How easily can customers find you and how strong is the attraction?
  • How effectively do you engage customers and help them match a product or service to their needs?
  • Which competitors are winning your target customers and why?

It also enables companies to compare their acquisition and sales funnel to competitors and see the details of consumer main consider path.

Twenty went to Post (Brand Recall)
Without prompting, the in-market consumers were asked to list all the UK Sports Betting providers they could think of. They were able to recall twenty brands.

The consumers continued with the task we set them and went on to visit the websites of ten of them and shortlist twelve. The consumers gave their final preference decision to eleven different betting providers.

The Top Ten (Shortlisted)
The chart below outlines the Shortlist Score of UK Sports Betting Companies from our DME Q2 2014 programme. This is the percentage of consumers who short listed a particular company for later consideration when looking to place a bet.

Digital Marketing Effectiveness

William Hill was shortlisted by 62% and was selected by 24% as their final preference. Compare this to Paddy Power being shortlisted by 54% and being selected by one in five to place a bet; and to Ladbrokes who were shortlisted by 51% and chosen by 12%

Our DME programme enables us to be better than anyone else at helping companies to measure, track and optimise the effectiveness of their marketing and digital strategies. From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year we have perfected our digital sales, mobile sales and marketing effectiveness programmes.

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

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Which UK Sports Betting Company will win the Digital Grand National?

sports_odds

Winners

We have just conducted three separate studies into the digital sales, mobile sales and marketing effectiveness of UK Sports Betting Companies. For more details on these studies,  please contact us.

The top three in each of the studies are as follows:

Digital Sales Effectiveness:
1st: Ladbrokes (63%)
Sky Bet (63%)
3rd: William Hill (61%)

Mobile Sales Effectiveness:
1st: Bet Victor (56%)
Ladbrokes (56%)
Sky Bet (56%)

Digital Marketing Effectiveness:
1st: William Hill (62%)
2nd: Ladbrokes (52%)
3rd: Paddy Power (50%)

We are experts in studying the form
We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level. From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year we have perfected our digital sales, mobile sales and marketing effectiveness programmes.

Photo Finish
Some observations from the Digital Sales Effectiveness study

  • With an average score of 58%, the UK Sports Betting industry is very effective at digital sales, however other industries, such as Credit Providers in Australia score higher
  • William Hill performed best in the “Initial Engagement”, “Placing a Bet” & “Registration” stages of the customer digital sales journey
  • Sky Bet are the top performers in the “Introducing Options” and “Channel Selection” categories
Digital Sales Effectiveness

DSE Q1 2014

Three Way Dead Heat
Some observations from the Mobile Sales Effectiveness study

  • Brands are failing to adequately differentiate their offerings on landing pages (low initial engagement)
  • Many brands are failing to convince consumers to place impulse bets (we have the insights on how to dramatically improve this)
  • Brands are also missing conversions due to consumers switching to a competitor at the last minute (our actionable insights shows how you can curb this attrition)
Mobile Sales Effectiveness

Mobile Sales Effectiveness

 

William Hill Cruises Home
Some observations from the Digital Marketing Effectiveness study

  • The chart below outlines the Shortlist Score of the UK Sports Betting Companies. This is the percentage of consumers who short listed a particular company for later consideration when looking to place a bet
  • William Hill came out on top as the preferred brand. One in five listed William Hill as their preferred website to place a bet; this is particularly interesting when you consider that only 25% needed to actually visit their site to help making that decision.
  • At 17% Paddy Power scored the second highest number of final preference choices, which is very high considering that only 36% recalled the brand and only in three shortlisted them

 

Digital Marketing Effectiveness

Digital Marketing Effectiveness

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.
To register your interest for our free webinar on this study or to receive our free white paper,  please contact us.

 

 

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Is the UK Health Insurance Industry showing signs of being Digitally Deficient?

Health Insurance UK

UK Health Insurance Digital Sales Effectiveness study Q1 2014
Organisations included in the study:
Aviva, AXA PPP, BUPA, PruHealth, Saga & Simplyhealth

A bit under the weather
The findings of our Digital Sales Effectiveness (DSE) study into the UK Health Insurance market have just been published and seems like the health insurance industry has a bit of a digital cold.
Just one UK provider, BUPA, is meeting the needs of their customers on line.
All others are failing their digital customers.
In fact as 49% is the industry average, all Health insurers need a good dose of Vitamin D(igital).

Are we qualified to make this diagnosis?
Yes.

From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55 means that a company is failing the customer.

We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level.

    • We deliver actionable insights
    • Our results are based on evidence and cannot lie
    • We take subjectivity out of your decision making

Snap 2014-04-03 at 09.26.04

What else does the study reveal?

  1. Good Customer Experience trumps price as a winning factor in the ‘Consider’ phase. Despite one of the main Health Insurances companies being more expensive than the majority of its competitors it continues to win the largest market share
  2. The voice of customer, evidence and actionable insights from our DSE study shows how one of the Health Insurance meets the needs of customers better than all the others through initial engagement and how they build trust on their website
  3. The weakest point in the digital customer experience across UK Health Insurers was helping customers to evaluate and choose the various options. The industry average score was 37%, with one company score as little as 22% However the industry average score in helping customers to compare product options was only 28%, but surprisingly some providers scored 0% as they do not help customers at all in this area
  4. We know how effectively each of the UK Health Insurers engage customers and help them match a product to service to meet their needs, and how easy it is to apply online. To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

 

 

Industry Average UK Health Insurance Providers Customer journey

Industry Average UK Health Insurance Providers Customer journey

Five things our Digital Sales Effectiveness programmes can tell you:

  1. How to optimise your online customer journey and increase sales
    The data and insights from our industry programmes have a direct, measurable and positive impact on online sales conversions and customer loyalty
  2. Your digital sales effectiveness score
    We measure and score the sales effectiveness of your website based on “in market consumers’ ” evidence, behavioural studies and audits overlaid with our industry best practice audit. A 4 dimensional approach that cannot lie
  3. What to do with the data
    Best practice recommendations from our experienced Client Advisory team are evidence based (rather than opinion) and a direct result of running the largest syndicated programme of studies internationally
  4. The problems almost all customers encounter on your website
    We identify the difficulties 95% of prospective customers experience on your (and your competitors’) sites
  5. How you compare to your competitors
    We give you the granular degree of insight that shows you and your competitors at each stage of the online journey

 

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

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