Insurance websites: 8 big reasons sales are slipping through your fingersBlog added by Heather Sloan on May 24, 2012
Heather Sloan

Heather Sloan

Lake Oswego, OR

Joined: March 05, 2012

If your insurance website doesn’t include automated lead nurturing functionality, sales are slipping through your fingers.

What is insurance lead nurturing?

It goes like this. You come to my insurance website and download my free report, "Effective Insurance Websites.” To obtain the download, you complete a form (this is called a conversion.) Three days later, my website automatically sends you a personalized email asking if you found the free report helpful, and offering another free report about inbound insurance marketing.

Ten days later, my insurance website sends you another personalized email with yet another related offer. It continues to do so every 10 to 20 days, nurturing you with information to help you make an informed and educated buying decision. When you’re ready to buy, you will definitely think of me.

On the other hand, if you convert on my competitor’s insurance website, you will get your free report and you may never hear from that company again. Why? It’s not that they don’t want to work with you, they simply don’t have automated lead nurturing functionality on their website. You are a potential sale that has slipped through the cracks.

If you don’t think you need an automated lead nurturing system, read the stats below.

1. 50 percent of qualified leads are not ready to purchase immediately.
(Source: Gleanster)

2. The average sales cycle has increased 22 percent over the past five years due to more decision makers being involved in the buying process.
(Source: Sirius Decisions)

3. Nearly two-thirds of B2B marketers identified engaging key decision makers as their top challenge.
(Source: Forrester Research)

4. Companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost.
(Source: Forrester Research)

5. Businesses that use marketing automation to nurture prospects experience a 451 percent increase in qualified leads.
(Source: The Annuitas Group)

6. Nurtured leads make 47 percent larger purchases than non-nurtured leads.
(Source: The Annuitas Group)

7. Companies that automate lead management see a 10 percent or greater increase in revenue in six to nine months.
(Source: Gartner Research)

8. Personalized emails improve click-through rates by 14 percent and conversion rates by 10 percent.
(Source: Aberdeen Group)

Here’s the bottom line: Your insurance website is much more than an online brochure. If it’s set up correctly, it should serve as a lead generation and lead nurturing hub, making sure that no prospective customer falls by the wayside.

Your insurance website should be your most efficient salesperson.
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