Ideas & musings about consumer behaviour

Health insurance digital experience not meeting prospective customers’ needs

In October we will be carrying out the next wave of studies from our Australian Health Insurance research programme. Previous research revealed the following top elements that prospective customers are wanting on a website when researching health insurance:

 

Health Insurance

This same research also assessed how easily these prospective customers could locate and understand the health insurance product range across the nine websites that were benchmarked. Across the industry, the effectiveness of being able to do this averaged 38%, with only two brands showing a semi-reasonable performance.

 

Effectiveness of locating product range
Which rating below relates to your site?

Considering 18% of prospective customers will leave a website if they encounted problems, you can’t risk falling below the line when there are brands who are already delivering.

Contact us to find out how your website rates and to ensure that your brand is included in this next wave of studies.

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