comparethemarket.com

comparethemarket.com

Monthly Traffic
4,260,039
Brand Keyword Share
22.8%

Summary of Why This Funnel Works:

  • Clear Progression Indicators: The progress bar at the top of each step clearly shows the user how far they are in the process, which helps manage expectations and keeps users motivated to complete the conversion funnel.
  • User-Friendly Layout: The layout is simple and intuitive, with clear questions and straightforward answer options, reducing friction for users.
  • Step-by-Step Approach: The funnel breaks down the information collection process into manageable steps, preventing user overwhelm and allowing for more accurate data collection.
  • Engaging Question Design: Questions are framed in a way that is easy to understand and directly relevant to the user’s needs, which helps maintain customer engagement throughout the funnel.
  • Customizable and Dynamic: The funnel allows users to customize their results based on their specific needs, such as cover level and excess, making the experience feel more personalized.
  • Reinforcement of Trust: By asking for sensitive information like personal details and then summarizing the data before proceeding, the funnel reassures users about the accuracy and importance of their input, which helps build trust.

Why This Business Might Have Chosen This Design/Funnel:

This funnel is for Compare the Market’s Private Health Insurance, provided by Howden. The design is particularly suited for a Sales (end-to-end) funnel. The step-by-step approach allows Compare the Market to collect necessary personal details from users in a manner that feels secure and non-intrusive.

By structuring the funnel in this way, the business ensures that users do not feel overwhelmed by a long form. Instead, they progress through the process one step at a time, which likely improves conversion rates. The final page showing customized quotes is a strong motivator, as it directly leads users towards making a purchasing decision by providing them with clear, personalized options.

The benefits for the business include:

  • Higher Completion Rates: The progress bar and manageable steps reduce abandonment rates by showing users exactly how close they are to completing the process.
  • Improved Data Accuracy: By collecting information incrementally, there’s less chance of user error, leading to more accurate and useful data for generating insurance quotes.
  • Enhanced User Trust: By clearly explaining the purpose of each question and providing a summary before finalizing, the business fosters trust, which is crucial in the insurance industry.

Key Questions from the Design and Why They Work:

  1. “Who do you want to cover?”
    • Clarity and Customization: This question is pivotal as it sets the stage for the entire funnel. It’s clear, straightforward, and allows users to specify their exact needs, which leads to more relevant insurance options.
  2. “What is the maximum excess you would like your policy to have?”
    • Empowerment Through Choice: By letting users decide their maximum excess, the funnel empowers them to have control over their insurance terms, making the decision-making process feel more personalized and in their hands.
  3. “Do you agree to our terms and conditions?”
    • Trust and Transparency: This question ensures that users are fully informed and agree to the terms, reinforcing transparency and building trust. It’s a crucial step that helps mitigate any potential legal issues while making the user feel secure in their decision.

This funnel design aligns well with best practices in conversion optimization. The business likely chose this approach to maximize user engagement and conversion rates, particularly in a competitive market where trust and simplicity are key factors for success.

For more examples of similar successful funnels, you can explore Convincely’s website listings.