Does a high SEO ranking guarantee motor insurers a larger market share?

Digital marketers often wonder what is it that pushes their brand higher than that of their competitors in the online space. With every brand scrambling for any ounce of online space they can get to gain more visibility, is there a formula with which digital marketers can strike gold for their brands?

Maybe not in entirety, but our research studies have unveiled that online consumer behaviour patterns could be the key to helping you achieve your brand’s goal.

In a recently conducted series of research studies, we evaluated 70 motor insurance sites on desktop and mobile in Australia, Canada, Ireland and UK to analyse in depth consumer purchase behaviors.

It is generally observed that when consumers research brands in an industry, they undertake three major steps when making a purchase.

  • Discover –finding, shortlisting and selecting a preferred brand.
  • Consider –considering brand and product options.
  • Act–purchasing the product.

Starting with an initial brand preference in mind, consumers begin researching for motor insurers. So, does that mean a high initial brand preference is a good sign for a brand? Surprisingly, that might not always be the case. Our research study revealed that some brands with low initial preference could end up having a higher rate of traffic visiting their site.

Here are two reasons for such behavior patterns:

  1. 24% of consumers see a motor insurance brand when using a search engine (e.g. Google).
  2. 17% of consumers discover a motor insurance brand on a comparison or an aggregator website.

In Australia, Canada and Ireland the second most used site for consumer research behind search engines is brand websites. While for UK, aggregator sites tend to be more commonly used. In the case of those on the desktop, aggregators were even used more than search engines!

Understanding such patterns will help brands unlock areas that they need to focus on.

But how can such data help fuel your SEO ignition?

A great example of this is Australia’s Budget Direct. On desktop, Budget Direct went from a 3% initial preference rate up to a 12% final preference rate thanks to an impressive 24% visitation rate. Similarly, on mobile they had an initial preference of 7%, final preference of 13% and a visitation rate of 17%.

Within the search results, Budget Direct is tailoring their SEM ad creative to the search terms entered, appearing more relevant and maximising the top listing opportunity. They’re even leveraging off competitor search terms.

For example, when a consumer searches for AAMI car insurance, Budget Direct not only delivers up an ad encouraging consumers to compare insurance options, but they also take them to a tailored landing page that specifically mentions switching from AAMI. With an average of 50% of consumers initially preferring a brand because they’re a current customer, this is a smart move from Budget Direct.

These are just some examples of the insights that we provide our clients with. If you want more detailed insights on the motor insurance industry, click here to access our Motor Insurance industry report.

We recently ran a motor insurance webinar that was packed with insights from the Australian, Canadian, Irish and UK markets. Click here for more- http://bit.ly/Motor-Insurance-Webinar-2019

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The importance of brand relationship and trust in the Motor Insurance Industry

A recently conducted research study by Global Reviews in Q3 2018, pointed out that the biggest motivating factor for a consumer to choose a particular motor insurance brand in their initial stages of search is ‘trust’.

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Motor insurance quote forms are too long according to 31% of consumers

motor insurance

The most common issue faced by consumers when applying online for motor insurance revolves around the length of the quote form and how long it took to complete it with 31% reporting it as being a problem.

Two key questions asked by insurance providers are:

  1. How should I set the quote tool?
  2. What is the impact that the layout has on the actual and perceived length of the form?

Essentially, should it be one question per page with a longer click journey or should the form be presented on one long page in an accordion format?

In reviewing the presentation of the quote form including how many questions are asked and how many pages of questions there are – we gained some insight as to what is making consumers more satisfied and likely to complete the form and go on to purchase a policy.

Churchill and Direct Line both use the same quote tool which contains all questions within the one page.  Additionally, there are fewer questions within the quote form than any other site assessed with just 32 questions on a single page required to get a quote compared to LV= and Admiral who have 40 and 48 questions respectively presented across three pages.

Based on the quote experience, consumers were asked their likelihood to buy from a particular brand. Direct Line and Churchill had the highest proportion of consumers stating that they felt the website met their needs and they would choose the brand as their provider at 14% and 10% respectively.

Fewer questions in quote form equal more likely to buy

Despite having the shortest quote forms, consumers on Churchill’s and Direct Line’s websites still held concerns over the length of time the quote took.

View our webinar – Optimising the quote process & improving customer expectations

Covering all aspects of the quote form including the impact different question formats (radio button, drop down, text entry) have on the physical and cognitive effort to complete the form.

For more insights download our FREE industry report.

Motor Insurance quote process

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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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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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