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Synodiance > Search, Mobile et Marché de l'Assurance - Conférence CCM Benchmark Assurances et Mutuelles sur Internet - 25/03/2015

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Présentation des chiffres clés liés au Search dans le domaine de l'assurance.

Points clés :
- Les tendances de saisies sur l’assurance plutôt stables sur les 24 derniers mois
- Le basculement des requêtes sur Mobile avec une part qui se situe autour de 20% sur la France pour Auto/Habitation/Santé
- La mise en perspective sur la part du smartphone avec le UK et le DE
- Des exemples de requêtes au-dessus de 25% de saisies en provenance des smartphones
- L’annonce de Google qu’à partir du 21 Avril il y aura une différenciation des pages de résultats Desktop et Mobile
- Etude sur le caractère Mobile-Friendly de 26 acteurs de l’assurance
- Prime à l’expérience utilisateur Mobile donnée par Google

Published in: Technology
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Synodiance > Search, Mobile et Marché de l'Assurance - Conférence CCM Benchmark Assurances et Mutuelles sur Internet - 25/03/2015

  1. 1. Assurances & Mutuelles sur Internet 25/03/2015 – CCM Benchmark
  2. 2. Etude Saisies Assurance Etudes Volumes de saisies › 100 expressions « hors marque » analysées › 10 expressions génériques › 30 expressions Auto › 30 expressions Habitation › 30 expressions Santé › Mars 2013 à Février 2015 › Source : Google Keyword Planner
  3. 3. Saisies Mensuelles Assurance 0 50 000 100 000 150 000 200 000 250 000 300 000 350 000 400 000 450 000 500 000 Stabilité des volumes de saisies sur les 24 derniers mois
  4. 4. Santé / Auto / Habitation 0 50 000 100 000 150 000 200 000 250 000 Santé Auto Habitation Stabilité des volumes de saisies sur les 24 derniers mois
  5. 5. Un basculement des saisies vers le mobile
  6. 6. Un basculement des saisies vers le mobile Source : Etude AT INTERNET - http://www.atinternet.com/documents/hausse-de-68-en-moyenne-pour-le-trafic-des-sites-mobiles-en-juin-2014/
  7. 7. Pour Google, un axe stratégique > 50%des requêtes mondiales proviendraient des smartphones.
  8. 8. Part des requêtes Smartphone > Santé 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15% 16% 17% 15,5%
  9. 9. Part des requêtes Smartphone > Habitation 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15% 16% 17% 18% 19% 20% 18,5%
  10. 10. Part des requêtes Smartphone > Auto 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15% 16% 17% 18% 19% 20% 21% 22% 23% 21,3%
  11. 11. Santé > FR / UK / DE 18,00% 26,70% 29,40% 0% 5% 10% 15% 20% 25% 30% 35% Mutuelle santé (FR) Health Insurance (UK) Krankenversicherung (DE) févr-15
  12. 12. Auto > FR / UK / DE 21,20% 22,70% 24,80% 19% 20% 21% 22% 23% 24% 25% 26% Kfz-Versicherung (DE) Assurance Auto (FR) Car insurance (UK) févr-15
  13. 13. Habitation > FR / UK / DE 15,20% 18,90% 23,20% 0% 5% 10% 15% 20% 25% Home insurance (UK) Assurance Habitation (FR) hausratversicherung (DE) févr-15
  14. 14. D’ici fin 2015 / Secteur Assurance 25% < Requêtes Smartphones < 30%
  15. 15. Certaines expressions y sont déjà France Île-de-France Assurance jeune conducteur 29,9 % 42,1% Devis assurance auto 23,0% 36,6% Assurance appartement 28,7% 34,0% Assurance smartphone 24,1% 33,6% Assurance scooter 26,2 % 32,8% Devis assurance habitation 16,4% 24,7%
  16. 16. Certaines expressions y sont déjà France Île-de-France Assurance jeune conducteur 29,9 % 42,1% Devis assurance auto 23,0% 36,6% Assurance appartement 28,7% 34,0% Assurance smartphone 24,1% 33,6% Assurance scooter 26,2 % 32,8% Devis assurance habitation 16,4% 24,7%
  17. 17. Certaines expressions y sont déjà France Île-de-France Assurance jeune conducteur 29,9 % 42,1% Devis assurance auto 23,0% 36,6% Assurance appartement 28,7% 34,0% Assurance smartphone 24,1% 33,6% Assurance scooter 26,2 % 32,8% Devis assurance habitation 16,4% 24,7%
  18. 18. 18 Novembre 2014 Officialisation du Label “Mobile-friendly”
  19. 19. L’annonce du 26 février 2015
  20. 20. Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.
  21. 21. Notre vision Mardi 21 Avril 2015 Date de bascule
  22. 22. Classements Desktop Classements Mobile
  23. 23. Êtes vous prêts ? Analyse de 26 acteurs du secteur www.ag2rlamondiale.fr www.groupama.fr www.allianz.fr www.hyperassur.com www.allsecur.fr www.lamutuellegenerale.fr www.alptis.org www.lelynx.fr www.amaguiz.com www.lesfurets.com www.april.fr www.maaf.fr www.assurland.com www.macif.fr www.axa.fr www.maif.fr www.c-mon-assurance.com www.malakoffmederic.com www.direct-assurance.fr www.matmut.fr www.gan.fr www.mma.fr www.generali.fr www.santiane.fr www.gmf.fr www.swisslife.fr
  24. 24. Label 54% Absence de Label 46% LABEL “MOBILE-FRIENDLY”
  25. 25. We built Google for users, not websites. Eric Schmidt – Septembre 2014 Source : http://bit.ly/1rShA4Q
  26. 26. https://developers.google.com/speed/pagespeed/insights/ Google Page Speed Insights Objectif : Plus de 75/100
  27. 27. Digitalisation des offres et souscription en ligne Comment intégrer le mobile dans le parcours de souscription ? › Détecter les requêtes qui progressent le plus sur Mobile › Proposer un parcours simplifié sur Mobile › Proposer un parcours omnicanal › Mobile > Desktop : Récupération de son parcours et finalisation sur Desktop › Mobile > Call Center : Click to Call, Call Back › Mobile > Agent commercial : Envoi d’une demande de RDV › Demain : Utiliser les features mobile (reconnaissance vocale, photo…) pour faciliter le parcours – Je prends en photo ma voiture, le modèle est automatiquement détecté, un devis pré-rempli m’est proposé…

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