Directing Promotion at your Quote Page

It sounds like the most obvious thing in the world, but shocking how many brokers miss this.

The Ugly Truth: The website that you had built for much money and pain is not what’s on the customer’s mind when they type in your URL.

On the whole, they are trying to satisfy some or all of the following:

• They want to know you exist and that you look “OK”…
  This happens within a few seconds of landing on your site and is almost always a gut reaction to how your site looks and behaves, not the content.
• They want to know you sell the type of insurance that they’re after…
  This sounds a bit obvious too - but did you know that there’s less than a 10% chance of click through from your home page if the clicker doesn’t see the keyword that they’re searching for on the landing page? Case in point: client wants to insure their classic car; your site might have a link on the homepage of “Personal lines” that takes you to a page with “Motor” which in turn takes you to a page where “Classic Cars” is an option. Put “Classic Cars” on the home page and watch conversion shoot up.
• They want to know how much it will cost them
  There it is - they want a quote. If they can’t get a quote they might phone you up if you’ve done well in items #1 & #2 above. Of course, if it’s outside of office hours (around 50% of people do this out of office hours) you better hope they made a note of your site / number and come back in the morning!

The (Not So) Magic Formula: Being able to write “Get An Instant Quote at www.yoursite.com” in any of your promotional material can’t fail to increase click through and conversion.

Which ad will they go for first?

- At lunchtime: 50/50 ?

- At 3pm in work time: 40/60 in favour of red?

- 6-11pm: 10/90 in favour of red?

It’s a staged and loaded example of course, but I hope it serves a point - adding online quotes to your promotional material can only do one thing - increase it’s pulling power.

Online quotes make leads cheaper to come by:

The maths becomes interesting too when you add online quotes into the mix:

Without online quotes: If an advert costs you £1000, gives you 20 people trying to contact you with a 50% success rate (i.e. you get their details), then each new lead cost you £100.

With online quotes: It’s reasonable to assume that the same advert with promise of online quotes gets a higher response rate, say 30 people trying to contact you, with a higher success rate (they can all get quotes online) of 80% (some might give up, misunderstand your ad etc), then each new lead cost you £42! That’s a 58% cut in the cost of new business leads!

Interesting?

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