Our recent Q3 2020 online acquisition research shows that Covid-19 has changed the decision making behaviour of in-market members, when looking for a new superannuation provider.
Comparison search terms and comparison site visits, when choosing one superannuation provider over another, are down. Potential fund earnings over a 5 year period, the typical instrument used to find the right superannuation provider, is not as dominant. Yet despite increasing brand loyalty, 48% of superannuation members, tasked with finding a super provider that meets their needs, would consider switching from their current provider.
Global Reviews reveal member behaviour changes in our webinar.
This webinar highlights:
- The messages that should now take precedence over “investment returns” that will attract prospects early in the acquisition journey.
- Case study examples of those superannuation brands that are delivering the right messages in the right places and significantly outperforming the competition at attracting new prospects.
- Which superannuation brand websites are most successful in helping prospective members navigate to and find key information and why?
- How brands can do more to communicate transparency and build trust with current and prospective members.
Some of brands we shared results on include: AustralianSuper, Suncorp, BT, Verve Super, Hostplus, CBUS, Rest, Sunsuper & Kogan (Energy).
In this webinar we detailed key results from recent studies where we tasked current superannuation members with a number of end to end journey tasks and measured their experience while they were completing them. Coupled with this task completion, Global Reviews also completed a detailed audit of the best practice features provided by each brand to support prospective members on their journey to find a super provider than meets their needs.
Missed our webinar? Get access to the recording by clicking the link above.