Mind the Gap- Part 4
CX Series by FWD

October 1, 2020   |   5 Min Read

CX takes center stage within the new normal for insurers as generating new customers gets harder in the current economic climate and amidst the comms clutter of discounts and offers that may even sway existing loyal customers through the way.

Our series mind the gap, attempts to highlight crucial gaps that if fixed, could turn the tide for all the stakeholders.

Part 4 – 5 Essentials of a High Converting Landing Page for Retail Insurance

Are you looking to improve your website landing page in order to increase your online sales conversion rates?

Are you seeking help to build a good landing page from scratch?

Do you want your brand to stand out from the comms clutter and be the go-to website for potential customers seeking retail insurance?

With a simple search, the number of options now available for customers are too many and can be, quite frankly, intimidating to them. Therefore, it is important to make sure your landing page makes a great first impression and propels them to buy with your brand.

What is a landing page?

The landing page is probably one of the first things that your customer experiences of your brand. This is where most time is spent by potential buyers.

Hence, the key to attracting these customers to put your brand into their consideration list and convert is creating a compelling landing page.

A landing page is a web page within your website that a user lands on to, from perhaps a google search or from a social media ad/content.

Here is some essentials guide we’ve put together to navigate this effectively.

1. Clean and Concise Design

As a potential customer, it is easy to get overwhelmed by a crowded landing page with many ‘Call to Action’ (CTA) buttons and unstructured/ cluttered information.

The first step in creating a distinct website design is a concise structure of content with a limited number of ‘actions’ for customers to take. Get rid of any extra forms or unnecessary fields. It is important to avoid highlighting every single element on your landing page. Focus on the primary product that you want to sell and the CTA you want the customer to take as central elements for easy readability of the content.

Create a stunning visual design with minimalist aesthetics. Use more images and less content to communicate your brand to make the page visually appealing.

2. Compelling Call to Action (CTA)

To maximize conversions, it is important that the landing page is designed to ease the customer’s need or pain point. Customers should be able to find what they are looking for once they land on your webpage and it should propel them to continue their journey on the website. Hence, providing a compelling CTA for your target audience is necessary. Action-oriented words or phrases such as get a quote, buy now, ask, subscribe, sign-up will yield higher conversions.

3. Avoid Using Jargons

It is almost certain that your landing page visitor will bounce off your page if he/she sees a lot of insurance jargon such as accumulation period, ICP, actuary, contingent beneficiary, waiver excess, etc. on the landing page itself. It would be wise to use headlines and content which your potential customers can relate to. Studies show that it takes about 0.05 seconds for users to form an opinion about your website and they decide whether they will stay or leave from the page within that.

It takes about 6 seconds to notice the logo, 5 seconds for the main image, and 5 seconds for the central/headline text. Therefore, visitors should understand within seconds what your company is offering, how it is beneficial for them, and how they can participate. In order to make a lasting impression within 7 seconds, insurance brands should use easy to understand language that connects with prospects more.

4. Trustworthy Testimonials

Insurance brands are more likely to make conversions if they are perceived as trustworthy. Having customer testimonials with photos and names of customers adds to the overall credibility of the insurance provider be an added boost. A customer quote or testimonial can go a long way in making your brand feel warm and welcoming for a potential client. Adding links to your social media accounts on the landing page also makes your insurance brand more reliable and authentic.

5. Customer Interaction

Considering a quote is the first document that captures any potential customer information, it is best to have a ‘Get a Quote’ form on the landing page. It is obvious many insurance companies already have this feature on their website, however, it matters how quick and crisp these forms can be and how soon your team can respond to the client’s query. Hence, placing these on your website’s landing page should be backed with the right performance of the website and a fulfillment team to follow up.

A successful landing page can not only increase conversion rate but also increase brand visibility, form a better reputation, enhance organic search rankings, enrich digital presence, and bring more leads.

Article by: FWD Team

FWD provides services carefully designed with research and insight based knowledge to help you lead in your target market.

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