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Arlo Gibb

Written by Arlo Gibb

May 31,2017

How Direct Insurers Are Attracting More Business Than Brokers

 

Today I look at the insurance marketing campaigns of direct insurers to see what they are doing differently to insurance brokers to attract business online.


After analysing 205 insurance brokerage websites, I wondered if direct insurers or brokers have the best insurance marketing campaigns overall?


Especially when I come across this web page of direct insurer Allianz. It really made me think, are direct insurers really light years ahead of brokers when it comes to progressive insurance marketing???

 

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If you scroll through the above web page you will find that it has a remarkable number of call to actions.


In fact…


It has a total of 15 call to actions on the one page.


Yes, you read correct…15!!!


That’s more than what some insurance brokers have on their entire website.

 

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The call to actions on this page range from:

  • Get a quote to WIN

  • Get a Quote & Buy Online

  • Start a quote

  • Learn more

  • Call us on 1300 131 000

  • And more


It’s no wonder more and more people are buying insurance directly. It’s so quick and easy for them to do so.


You see, a sales process online has to be completely fool proof.


If the instructions on what to do next aren’t staring your website visitor directly in the face as clear as day, then the only thing you are making easy for them is to click off your website and completely forget who you are.


Ask yourself what percentage of visitors to your website are currently converting into leads?


According to Search Engine Land's research, they found that across industries the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher.


For the average website 97.65% is a large amount of potential business that you’re missing out on.


Ideally though, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.


What’s important to realise here is that with a bit of optimisation and proper use of insurance marketing tools even a 1% increase in conversion rates can have a dramatic effect on the revenue you could generate.

 

Check out the example in the calculator below:

 

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Click the image or the link HERE to go to the calculator and input your own figures and download a PDF of the results.

 

 

So, let’s look at the data from 205 direct insurer websites to answer the question:

 

Are direct insurers doing a better job of attracting business online than insurance brokers?



ATTRACTING POTENTIAL CUSTOMERS:

insurance-marketing-campaigns-1.png

 

insurance-marketing-campaigns-2.png

 

insurance-marketing-campaigns-4.png

 

 

DIRECTING POTENTIAL CUSTOMERS ON WHAT TO DO NEXT:

insurance-marketing-campaigns-6.png

 

CONVERTING POTENTIAL CUSTOMERS INTO LEADS:

insurance-marketing-campaigns-7.png

 

insurance-marketing-campaigns-8.png

 

insurance-marketing-campaigns-9.png

 

 

Overall


The above data paints the picture that direct insurers are doing a better job of digital marketing than insurance brokers and, therefore, is a good reason why direct insurers are attracting more business online.


It is fair to say that this would be due to direct insurers having bigger marketing budgets, however, in this day and age specialised marketing is becoming more accessible and affordable, particularly so when the return on investment can be accurately measured.


Without giving direct insurers too much kudos, there is still plenty of room for improvement in their marketing strategies. Obviously marketing is only one element of attracting new business, however, it is one of the most crucial.


Considering a few companies dominate the space with remarkable content marketing, the gap between companies generating the most revenue and those who aren’t is certainly widening.

 

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