Making the User Experience Better… with Their Own Data

How to use the hidden clues customers leave behind

While a growing number of consumers shop online, smart companies are rising to meet and exceed their expectations by innovating how products are positioned in hopes of the almighty conversion. Shopping for insurance online is no different.

Read: Going Mobile

When consumers shop for insurance on the web, they expect a simple and straightforward process. They want to provide enough information to obtain accurate information and quotes, but not so much that it feels invasive. If the balance is off, the customer will abandon the process or leave without transacting. The challenge is getting the balance right. Companies need to ask where on their site customers become disengaged—and the answer lies in the data.

Which data?

Understanding the customer’s online path and experience from a data perspective is essential to introduce the right improvements. Consumers visiting the website leave behind clues telling us how to improve the experience and increase the likelihood of them becoming a customer. To find these clues, ask some basic questions:

  • Where is the visitor abandoning the quoting process? At what step or question?
  • How much time is spent on each step?
  • How often is each error message triggered?
  • What are the commonalities between the visitors who complete the process versus the ones who don’t?
  • What information or tools on the page are rarely accessed?
  • What content is the consumer engaging with most regularly?

Now, let’s take it a couple steps further. For all the questions asked, look a little deeper:

  • Do the answers differ by demographic? Do the clues tell us something different when we break it down by gender, age or geographic location?
  • What about the trend of each over time? Is the behavior stable or is it changing?
  • Do the characteristics of the consumer differ between those who transacted versus those who didn’t? Does the demographic of the transacting group fit with the target market?

Of course user experience is more than just the data. Listening to customer feedback is the ‘icing on the cake’ to improving the customer journey. Questions, comments and reviews through inbound calls, emails and social media will help put the pieces of the puzzle together and identify the ‘why’ behind the data. Customer feedback is crucial information and should not be ignored.

Read: Who Is Shopping for Insurance Online?

Clues are only valuable if changes are made based on the findings. If the tools are not readily available for in-depth data analysis, use these basic tips to quickly improve the customer journey:

  • Ensure the first page the consumer sees aligns with what they are looking for. If an online quote is the priority, make that entry point front and centre;
  • Clean up clutter on the pages. Present the offering in a clean, concise manner;
  • Remove any unnecessary and unused content;
  • Provide various options for help along the way.

Targets are ever-growing and staying ahead of the curve will maximize user experience. The expectations and needs of online customers are constantly evolving. Are you keeping up?

Janine White is vice-president, Marketplaces, at Kanetix Ltd. For more information, please visit

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