Insurance Brand Growth


 February 21, 2017

5 Most Important Web Metrics Affecting Your Insurance Brand

Insurance-Brand-Web-Metrics.pngDigital marketing is a new frontier when it comes to your insurance Brand. Although it’s a facet of marketing, insurance marketers are discovering new digital marketing strategies to improve independent insurance agents’ web presence every day.

One important aspect of digital marketing is your insurance website. Your website is your online presence that’s an irreplaceable anchor of your business. An effective website helps your Brand generate leads and acts as a knowledge base for your clients. It is the heart of your digital marketing campaigns. As such, it’s imperative that you measure the effectiveness of your website by analyzing your web metrics.

Web Metrics that Highlight Success

When it comes to analyzing your website’s performance, some factors are more important than others. To be successful, you must keep your eye on the top 5 web metrics listed below.

1. Visitors

Of course, the number of visitors you attract to your website is central to your insurance marketing efforts. The more visitors you attract, the more opportunities you’ll have to convert them into clients. Whether your goal is to promote your eBook or expand your email list, you’ll have a tough time doing it without website visitors.

The number of visitors to your site underscores the efficacy of your insurance marketing campaigns as well. By assessing this metric, you can determine the effectiveness of your social media strategy, blog, or promotions by analyzing where your traffic is coming from online.

2. Bounce Rate

Google defines bounce rate as the number of “single-page sessions” your site experiences. More specifically, your bounce rate is a measure of the number of people who left your site without going beyond the entrance page.

A high bounce rate could signal that your site isn’t user-friendly. Maybe it loads slowly, or the information listed on your site may not be organized in a way that retains a user’s attention. Additionally, a high bounce rate could mean that the user found the information they needed immediately. At any rate, a high bounce rate isn’t acceptable. The goal of your site is to support your customer-centric relationship. You want visiting agents to linger and discover more about your insurance products and services.

3. Average Time on Site

A web metric that’s important to your site is the average time a user is on your website. The average time a visitor spends exploring your site directly underscores how engaging your insurance website is to them. Have you ever visited a site and got lost absorbing all the information found on the site? Not all websites can garner this much attention; however, as an independent insurance agent, yours can. To your advantage, your insurance clients are always in need of more competitive products to offer their clients. By offering your clients more expert advice, you’ll pique their interest and increase the amount of time they spend browsing through your website.

4. Repeat Visits

Repeat visits are just as important as total visits to your site. When you notice an uptick in your repeat visits, you can safely assume that visitors find value in the information you provide. Google rewards insurance marketing websites that offer value by ranking them higher in search engine results. Once you rank higher, you improve your chances of getting more clicks. More clicks lead to more visits, and more visits lead to more repeat visitors or even more clients. It’s all cyclical.

5. Conversion Rate

We’ve saved the most important web metric for last: your conversion rate. Is your conversion rate more important than visitors? Yes, it is. Attracting visitors to your insurance website is a part of the early steps of the buying process. In fact, many insurance websites attract visitors without selling any products or services.

On the other hand, buyers only purchase when they feel a need will be met. They only download an eBook when they are “sold” on the book’s benefits. They only subscribe to your blog after they’ve determined your blog met their need for information. Your conversion rate reflects how successful your insurance website is at convincing your visitors that you can provide a solution for them. In many cases, it directly impacts your bottom line.

How Hult Marketing Can Help You Improve Your Web Metrics

If you’ve ever tried to market and operate your insurance business simultaneously, then you are aware that doing so requires a lot of time and know-how. In fact, to be successful, you have to remain abreast of best practices and trends affecting all facets of digital marketing. It’s tough, to say the least. It also takes your focus off your primary objective--selling insurance.

Do you want to get back to your true calling? Do you miss helping agents differentiate their insurance offerings? We can help. With years of experience in insurance marketing, we can help you put your Brand front and center. We work to highlight what sets your business apart from the rest. We use inbound marketing to help you attract, convince, and convert agents who need your services. Get more from your efforts by partnering with our team at Hult Marketing today.

Need more information about designing a website that search engine optimized? Download our eBook, The Essential 10-Step Website Redesign Checklist.

Track your insurance marketing performance with these 5 web metrics.Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your insurance Brand.

Download The Essential 10-Step Website Redesign Checklist