Compared to last year’s Digital IQ Index: Insurance 2018, Gartner L2 observed a 6% decrease in the average tracked brand site score. The lack of basic features on many brands’ sites highlights this decline.
Despite an average of 45% of desktop site traffic landing on the homepage, customer journey paths were not clear. For example, just half of brands tracked in Gartner L2’s Digital IQ Index: Insurance 2019 included login links in primary navigation and only 46% of brands included any primary navigation calls-to-action. The lack of features is indicative of a disconnect between customer expectations and what brands provide.
As insurance brands increase their investment in digital, it is vital that the branded site experience is not ignored. No other aspect of the digital landscape can provide such a vast range of services, from conversion opportunities to customer utility to promotional cross-selling.