Study after study proves it: When insurance shoppers are ready to make a purchase, they call. While many insurance shoppers conduct research online, they want to speak with an agent to buy offline. They prefer calling rather than filling out a web form on a landing page because agents can provide immediate answers over the phone. Plus, a conversation with a real human-being offers a high-touch, intimate customer experience that cannot be experienced online. In this infographic discover tips and steps you can take today to start optimizing insurance marketing for calls.

1. Thanks to Smartphones, Digital Ads Drive Calls
CALLS TO US BUSINESSES FROM DIGITAL MARKETING IN 2017
19.4
billion
SOCIAL
from
SEARCH
from
48.4
billion
DISPLAY
from
29
billion
10x-15xCalls convert
to customers
more than
web leads
These Calls Are Insurance Marketers’ Best Leads
TIPS TO DRIVE MORE CALLS FROM INSURANCE MARKETING
Consumers are 2.8x more
likely to call from a search ad
44% of smartphone users expect
insurance agents to be within 5 miles
Local phone numbers drive
3x more calls than toll-free numbers
1/3 of insurance shoppers say
price and promotions are most important
Test call extensions in your AdWords
and search ads to drive call conversions
Use location targeting in digital ads to
reach insurance shoppers near agents
Use local numbers in ads and on
landing pages
Test different offers in digital ads
to see which resonate best
5
DATA-DRIVEN STEPS TO OPTIMIZE ROI FROM PHONE CALLS
Connect every call to the marketing interaction that drove it -- down to the
ad, search keyword, and webpage.
1
Use data on each caller to provide a personalized, seamless call experience
that encourages conversion.
2
Integrate call data with your CRM and marketing tools for a complete view
of customer activity, online and over the phone.
3
Use caller data in your digital ad targeting to convert new audiences likely
to call.
4
Optimize for what’s driving the most valuable conversions at the best CPL,
whether online or by phone.
5
“While many customers want to shop online, they often still
want to talk to someone when they buy their insurance.”
-- J.D. Power 2016 U.S. Insurance Shopping Study
Sources: Google | J.D Power | comScore | BIA/Kelsey | DialogTech | xAd
INSPIRATION RESEARCH PURCHASE POST
27%
50%
60%
45%
PERCENTAGE OF INSURANCE SHOPPERS WHO CALL DURING EACH STAGE
OF THE CUSTOMER JOURNEY
81%
74%
who don’t purchase online
buy insurance in person
or over the phone
who never purchased a
policy online cite the
need to speak with an
agent as the reason
62% of insurance buyers said
talking with a rep on the
phone was most influential
source for decision
ONLINE OFFLINE
74% 25% 50% 22%BUT ONLY
Research Insurance
Purchases Online
End Up Making a
Purchase Online
Purchase Offline by
Contacting an Agent
Purchase Offline by
Contacting the Insurer’s
Call Center
Insurance Shoppers Research Online, but Convert by Calling
These Calls Happen Regardless of Shopper Age or Insurance Type
And These Calls Happen Throughout the Customer Journey
PURCHASE PREFERENCE BY INDUSTRY
Talked to
an Agent 58% 67% 61%
40% 32% 35%
AUTO HOME HEALTH
Purchased
Online
32% 36% 34%
17%
16-34 35-44 45-54 55+
SHOPPERS THAT PURCHASE ONLINE BY AGE
Phone conversations with local agents and call centers play a critical role in the
insurance customer journey. This infographic sheds light on why generating more
phone calls from digital marketing is the best way to optimize ROI -- and provides
tips to do it.
More Phone Calls: The Best Way to Optimize
Insurance Marketing ROI in a Digital World
SHOOT FOR HIGHER ROI