As aggregators step up their advertising spend to defend their positions in an increasingly competitive market, brokers that work with these price comparison sites will understand that converting leads to sales is critical. The key influencer here though, in ensuring success and an engaging online experience, is an optimised customer journey and that’s where your approach can make a real difference.
To move confidently through the dynamic online space, there are three main areas to focus on:
Analytics – you need to be actively looking for trends in site usage, drop off points and the devices that are used. Simply put, you can’t improve your site unless you review and measure its effectiveness on a continual basis
A mobile-enabled, optimised site – with 50% of traffic to aggregator sites now coming from smartphones or tablets, your site must adapt to the customer experience. By ensuring you have an mCommerce offering, in other words your site is not only mobile enabled but optimised to complete the sale, will make sure you convert these prospects
Evolving the post quote journey – small changes to the online journey can make a big difference to conversion rates. A few examples include button position, colour schemes, dual branding or ancillary products.
Where Open GI can help
Open GI can provide an A/B testing solution where you can direct a small portion of traffic down an amended customer journey to see if it works better than the old one.