Where do people click to when they search for life insurance online? We tracked real life consumer internet activity to find out.
Digital Landscape: Real Life Search Metrics
Shannon Havener; Jennifer L. Douglas 9/24/2019
Summary
This study tracked consumers’ actual online behavior to examine how they search for life insurance, where they go, and how they engage with life insurance websites. We drew on the actual search activity by a Comscore panel of more than 2 million U.S. consumers. This report, the first of two, provides metrics and insights to help your company set its digital marketing and customer engagement strategy, including:
- Search activity and clickthroughs for paid and organic results
- The top 10 life insurance search destinations
- Other popular destinations — where you may want to advertise to life insurance shoppers
- Engagement and bounce rates for the top 10 life insurance writers
- Results during the first 30 days after initial searches
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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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