A new type of ‘other post. Given the number of our readers who work within the Insurance sector, I thought it might be helpful to share the results which Global Reviews shared with me, from their Digital Marketing Effectiveness Study (Q3 2014) of UK Motor Insurance providers.
There are some interesting lessons for customer insight leaders from other sectors as well, when you reflect on the key findings into consumer behaviour.
Here are the highlights:
- One third of consumers decide, which car insurance provider to go with, via a comparison website
While 92% of UK consumers will use a search engine at some stage of the pathway to purchase motor insurance, 87% actually start the journey there. 30% then move to the brand website, however almost half go to a comparison or aggregator site. 29% are then making the decision to purchase and stopping their journey on the aggregator site. A further 9% of those who visit provider’s site are going back to aggregator sites. (more…)