How do consumers behave when visiting life insurance websites? We tracked real life website visitors to find out.
Digital Landscape: Carrier Website Metrics
Shannon Havener; Jennifer L. Douglas 10/28/2019
Summary
This study tracked consumers’ actual online behavior to examine how they engage with the websites of 10 leading life insurance carriers. We drew on online activity by a Comscore panel of more than 2 million U.S. consumers over a nine-month period. This report, the second of two, provides metrics and insights to help your company set its customer experience strategy and benchmark web metrics such as:
- Type of pages visited (content vs. service vs. acquisition)
- Percent of shoppers who started or completed an application form
- Visitor demographics by website content type
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Meet the Project Director
Shannon Havener
Shannon is a Research Analyst in Distribution Research for LIMRA. Shannon joined LIMRA in 2016 and supports insurance focused distribution research including independent sales professionals and intermediaries. Prior to joining LIMRA, Shannon worked in consumer market research at MassMutual Financial Group. Shannon received her Master of Science in Psychology from Arizona State University.
Research Analyst - Distribution Research
LIMRA
shavener@limra.com
For more information, please contact shavener@limra.com.
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