University Series: Understanding how prospective students search on university websites

In this week’s 2 series blog post, we unravel insights from our recent study in the Higher Learning space. The main purpose of carrying out this research, was to find out answers to the way prospective students search for a course on a university website.

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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 loans 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 Loan 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 Loans 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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