Trends Report

2015 US Small Business Insurance Digital Sales Functionality Benchmark

The Hartford Leads Our First Review Of US Small Business Insurer Digital Sales Functionality

May 7th, 2015
With contributors:
Alyson Clarke , Benjamin Ensor , Audrey Blumstein , Kyle Steinhouse


The US economy is booming, and so is small business growth. And as businesses grow, so does their need for business insurance. How effective are small business insurance websites when it comes to moving prospects through the sales life cycle? We used our Digital Sales Functionality Benchmark methodology to evaluate online and mobile touchpoints of five leading US small business insurers. Small business insurers present relevant details quickly, but do less well in helping prospects find the right coverage and perform poorly when it comes to online quoting. This report is intended to help insurance eBusiness and channel strategy professionals benchmark their own digital sales capabilities, identify good practices, and plan future improvements to their digital sales tactics.

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