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Description
The US economy is booming, and with it, so too is small-business growth. And as new small businesses open and grow, so too does their need for business insurance. Small-business owners are using a variety of digital touchpoints to learn about, understand, and buy insurance. With digital experiences so important in small-business insurance sales, just how good are small-business insurance websites when it comes to moving prospects through the sales life cycle?
In March 2015, we used our digital sales functionality benchmark methodology to evaluate online and mobile touchpoints of five leading US small-business insurers: Liberty Mutual Insurance, Progressive Casualty Insurance, Selective Insurance Group, The Hartford Financial Services Group, and The Travelers Indemnity Company.
What did we learn? While insurance eBusiness teams have done a good job optimizing the consumer shopping journey, there is much to be done to do the same for small-business insurance prospects, even for basics like navigation, online help, and cross-selling.
Agenda:
- Why does digital matter to small businesses?
- What are the mechanics behind Forrester's mobile functionality benchmark?
- Which firms stood out for what? A review of small-business insurance digital best practices.
- What are the seven steps to take to drive small-business insurance sales?
Key takeaways:
- Digital business teams have much work to do to streamline the small-business insurance sales journey.
- Small-business insurance websites must be redesigned to drive digital sales.
Insurers mentioned: AssureStart, Hiscox, Liberty Mutual, Progressive, Selective, The Hartford, Travelers
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