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Video 76: Use Analytics to Improve Your Prospect’s Experience – Part 4

May 16th, 2011Posted by akassover in Insurance Agent Websites, Tools, Videos

Transcript:

Hello, it’s Aaron Kassover from AgentMethods talking about insurance agent websites, and talking about how you can use analytics to improve your prospect’s experience, increase conversions, get more leads, make more money, etc.

So I want to talk about exit pages.  An exit page is the last page somebody looks at on your site before they go somewhere else.  The close the browser or they type in search engine and go back and search for something else or they good to Facebook.  Exit page is the page where they leave.  And this is where we’re losing our audience.  On an exit page, they’re leaving for some reason, maybe because they’ve read everything they want to read or maybe because they haven’t found what they wanted to, maybe because we haven’t really done a good job guiding them to the next step, conveying a good sense of urgency, communicating the value you bring, and really kind of compelling them to go on to the next page.

*And on these exit pages, when we find sort of the topics of pages, these really need to up the urgency of our offer; we need to sort of up amplitude, and not just have content there—often you’ll find exit page is just a content page, but you really need to reinforce the value that you bring and why they should contact you.  And what this means is removing barriers, just like in sales, in general, removing barriers to risk, maybe there’s a trust barrier about entering data, maybe they’re not really sure they want to proceed, maybe it’s reminding them how you can help and letting them know that there’s really no obligation, that you’re just here to help. *

Remind them that using an agent doesn’t cost anything; maybe they’re worried about going with you instead of somebody else, going direct, it’s going to cost them more money.  And ultimately, you have to communicate to them at the bounce page why it’s easier for them to fill out your form to become a lead than it is to go somewhere else.  You have to convince them that you are the lowest barrier to getting what they need, that it’s least risk, easiest, and really kind of reinforce why they should proceed.  Do this with text, do it with images, make sure thins are bold, make sure it’s really clear, but you have to communicate this to your audience on those critical bounce pages.

And so let’s go back to the browser, just look at Google Analytics for a second, and we’re going to look at bounce pages, and I’m just going to show you how you can use the advanced segmentation to really zero in on the pages that are most important.  Let’s take a look at the browser.

*So you can see here we’re on the top exit pages here on Google Analytics, and you find this by logging in, under content, you’ll see top exit pages.  And what we see now is just a list of all the pages on your site ordered by exit.  Now, you’re going to almost always find 99% of the time that your home page, just your main route page, is going to have the vast number of people exiting from there.  And the reason for this is because on this page, anybody who bounces, who comes to your site and then leaves right away, this would be their exit page.  They come to the home page and leave.  And we want to decrease our bounce rate, but that’s not the goal of this exercise.  The goal of this exercise is to focus on the exit page of people who haven’t bounced, who have come into the site and spent some time going around looking at pages, but then left. *

And so what I like to do is use one of the default advanced segments that Google Analytics give you, which is removing all bounce, so non-bounce visits only.  And so we’re going to look at just those visit—you can see it’s the very last choice here—and we’ll see that that changes the order of pages.  Now, we still see that our route pages or home page is the highest bounce page, but that’s only because it got the most views.  It’s actually not the highest by percent of exit.  If we sort by percent of exit, you’ll see that which people get to this page and then just leave.  So our Medicare premiums page, everybody who looks at that bounces or exits.  Tell-a-friend, we have a 50% exit rate.  And so this is a way to kind of see which pages are just stopping your visitors in their tracks, and it’s a good place to go to reinforce your value proposition.  So look at both the percent of exit and the actual number of exits; those are two different data metrics that will give you some good information on who’s bouncing and why.

Now, once you’ve got these bounce pages, you figured out sort of what your top maybe four or five are, then you’ll go back to your site, go look at those page, and see ways, maybe it’s at the top and the bottom, to reinforce your value, the reason why a prospect should contact you and really compel them to continue on.  This will mean going outside of the content of the page because it’s probably going to be sort of not in the immediate topic, but it’s really important you do to try to reduce these exits and you get your prospects to convert.

Give it a try.  This can really help you improve your conversion rate; improve the number of leads you get on your site.  This is one of these fine tuning things that really does have a potential to dramatically increase the number of leads you get from your site.  So spend the time, think through what’s going on in these pages and how you can get people to stay, continue on, and become leads.  It will help you out tremendously.

That’s what I’ve got today.  I will have more about insurance agent websites tomorrow.  Thank you very much for watching.