In the sales process, the more you know about a prospect the higher your chances are of converting them into a customer.
Because you can give them exactly what they need.
So, what exactly is website tracking and how can it be used to sell insurance?
Site Tracking is a powerful feature that connects marketing and sales processes to your website activity.
It allows marketing automation platforms to “see” and then “react” in real-time as contacts visit your site and view specific categories and pages.
This allows you to create insurance marketing and sales processes that leverage contacts behaviour with your brokerage online, using triggered messages and segmentation, all of which improves potential customers experience and increases your number of clients.
We recommend that everyone set up site tracking, not only because it's a core feature that enables more powerful marketing and sales processes, but it also gives you the ability to grow your insurance business like a team twice your size.
In this article I give you 6 tips for selling insurance by leveraging website tracking.
1. How Site Tracking is Different to Your Analytics
Analytics such as Google Analytics gives you statistics about your website activity.
It is data that identifies trends and issues with your website. Site tracking, on the other hand, gives you insight into exactly what individual leads or contacts are doing on your website.
Most importantly, it allows you to automate personalised experiences for your leads or contacts as they interact with your brokerage's site.
2. Moving Leads Through Your Sales Pipeline with Site Tracking
Site tracking can move leads further through your sales pipeline bringing them closer to becoming a customer.
If a lead views a product page, work with us page and request a quote page without becoming a customer, then the lead could be moved further down your pipeline and automatically nurtured to take the final step and request a quote.
3. Segmenting Leads with Site Tracking and Tags
Tagging is a fast, easy way to add information to a contact based on their actions. Tagging enables you to segment your leads and send them more highly relevant information, increasing your chances of converting them into a customer.
Marketing automation can apply a tag to indicate a lead’s interest in a certain insurance product based on the pages the lead visits repeatedly and begin a targeted follow-up lead nurture sequence after two or more visits to a specific insurance product category page.
4. Trigger Personalised Messages with Site Tracking
You can have trigger nurtures begin immediately if a lead views a certain page on your website.
Say a lead visits your “Work With Us” page then, if the lead meets the criteria set in the trigger nurture, a personalised message in the form of an email will be triggered and sent. This provides the lead with more information to help them take the next step in becoming a customer at just the right time.
5. Score Leads with Site Tracking
Lead scoring is used to rank leads against a scale that shows the perceived value that each lead represents to your insurance brokerage.
For example, a lead could be scored on such things as job title, company size, emails opened, etc, and in relation to site tracking, pages viewed on your site or any other information valuable to your business that is captured about a lead using content marketing.
Automated lead scoring establishes the best leads captured by your brokerage online and notifies you when a lead is classed as sales ready so that a broker can reach out and make the sale.
Lead scoring is particularly important when your brokerage is capturing a lot of leads through content marketing online.
6. Setup Internal Notifications with Site Tracking
In sales, timing is everything and most especially when making calls to hot leads.
Website tracking enables you to receive email notifications when a lead has visited a certain page on your website, for example, your “Work With Us” page so you can reach out at just the right time should you choose to.
These are just 6 tips for selling insurance by leveraging site tracking, it’s a valuable tool that should be considered and will not only help you sell more insurance, but also gain valuable insight into each of your contacts timeline of website visits and webpages viewed.