Understanding the Insurance Consumer Journey

Virtually all insurance shoppers start online. While many still ultimately purchase offline, we learn more every day about how consumers’ online activities impact their buying decisions. Understanding online behavior is becoming increasingly important as insurers push to reach more of the right prospects at the right time and create a unique brand experience. Technology has made it possible to map the consumer’s shopping journey, identify when and where they begin shopping, assess where they are in the process, and make ever-more-informed decisions on how to optimize the sales process around the consumer’s interest.