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3 Tips for Catering to Your Customers' Online Appetites

Posted on November 19, 2015

Mobile Insurace

Your customers are evolving. There’s a good chance they are investigating your business before they ever meet you. In fact, over 70 percent of consumers go online to research insurance before making a purchase. According to Google’s Zero Moment of Truth study, “Insurance shoppers used 11.7 sources of information on average to help them make their purchase decision.”

Making sure you meet potential customers online with information to help them make a great decision is key going to be key to success moving forward. Here’s three tips to making these meetings a reality:

1. Be Mobile 

Consumers spend a lot of time online researching before they’re ready to talk to an agent. Now that mobile internet usage has surpassed desktop usage, we know most of this research is done on a mobile device.

The modern consumer finds it unacceptable to arrive on a website that they can’t easily navigate on their smartphone or tablet. In a 2015 BrightLocal survey, 83% of consumers expected local businesses to have a mobile-friendly website (compared to only 47% in 2013).

If you want to be part of this early “research stage” in the consumer’s journey, you’ll need to find a way to make sure one of the 11.7 sources of information they consume is published by you and that it’s mobile-friendly. In other words, you need to take the knowledge you have as a trusted advisor and publish it on your website.

2. Provide Reviews

As an agent, you know how valuable “word or mouth” is for generating business. However, what you may not know is how important online reviews are or how many consumers read reviews before deciding to contact you for a quote.

Research by J.D. Power and Associates indicates, “More than three-fourths of consumers read online reviews about products or services prior to making a purchase.”

3. Blend Online with Offline

Publishing your advice online isn’t about pushing everyone online and avoiding phone calls or in-person meetings; it’s about connecting with the insurance shopper early on in their customer journey so you have a chance to win the business.

“Our experience tells us that even though consumers are using the web to research their options, over 65% still want the comfort of talking with a professional before they purchase,” says Agather. Again, this is not about using technology to replace the independent agent as the trusted advisor; it’s about accurately educating consumers early on so that they call you when they’re ready.

To learn more tips for meeting your potential customers in the online space, check out Why Every Insurance Agency Needs to be Thinking Mobile as part of our blog series on mobility.




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