Quick Summary of Why It Works:
- Clear and Sequential Progression: The funnel is structured with a clear step-by-step process, making it easy for users to follow. The progression is visually represented on the side, which helps users understand where they are in the process and what’s coming next.
- User-Centric Language: The language used is simple, direct, and user-friendly, which makes the process feel accessible. Questions like “Do you currently have car insurance?” and “Why are you shopping for insurance today?” are straightforward and relevant.
- Personalization Focus: The funnel emphasizes personalization throughout, asking for specific details about the user’s home, car, and reasons for seeking insurance. This ensures that the quotes provided are highly relevant, increasing the likelihood of conversion.
- Minimalist and Clean Design: The design is clean and uncluttered, with ample white space that keeps the user focused on the task. The use of minimal colors and simple graphics ensures that the user is not overwhelmed.
- Loading Screen with Progress Bar: The inclusion of a loading screen with a progress bar while quotes are being generated reassures users that the system is actively working on their request. It also reduces the likelihood of drop-offs during this waiting period.
- Helpful Call to Action: At the end of the funnel, there’s a clear and actionable prompt to “Get quote,” which is consistently placed. Additionally, a fallback option of speaking to a licensed agent provides users with an alternative if they don’t find what they need, enhancing support and trust.
Why This Business (The Zebra) May Have Chosen This Design:
Business Context: The Zebra operates in the insurance comparison market, which is highly competitive. Their goal is to quickly guide users to personalized insurance quotes that meet their specific needs. A well-structured funnel like this one ensures that users provide all the necessary information to generate accurate quotes.
Business Benefits:
- Increased Conversion Rates: By guiding users through a personalized and streamlined process, The Zebra likely sees higher completion rates. The simplicity and clarity of the questions reduce the cognitive load on users, making it more likely they’ll complete the funnel and receive quotes.
- Data Collection for Better Matching: The detailed questions allow The Zebra to gather valuable data that can be used to provide highly relevant insurance quotes. This not only improves the user experience but also enhances the quality of the leads that are passed on to insurance providers.
- User Trust and Retention: The funnel builds trust by offering a clear alternative if users don’t find what they need (i.e., speaking to a licensed agent). This added layer of support can increase customer engagement and loyalty, potentially leading to repeat business.
Impactful Questions and Why They Work:
“Do you currently have car insurance?”
- Relevance and Simplicity: This question is essential in determining the user’s current insurance status, which influences the type of quotes they will receive. The simplicity of the yes/no format makes it easy for users to respond quickly.
“Why are you shopping for insurance today?”
- Intent-Based Personalization: By asking for the reason behind the user’s search, The Zebra can tailor the experience to better meet their needs, whether they’re looking for savings, a new policy, or just exploring options. This enhances the perceived relevance of the quotes provided.
“Do you want to bundle Home + Auto insurance for bigger savings?”
- Cross-Selling Opportunity: This question not only adds value to the user by suggesting potential savings but also presents The Zebra with an opportunity to increase the value of each lead by bundling multiple insurance types.
Conclusion
The Zebra’s funnel is an excellent example of a well-constructed conversion funnel tailored for the insurance industry. Its clean design, clear progression, and personalized approach ensure that users are guided efficiently through the process, resulting in relevant and accurate insurance quotes. By focusing on user-centric language and offering additional support, The Zebra maximizes its chances of converting visitors into customers while also building trust and credibility.
This funnel structure is particularly effective in competitive markets like insurance, where personalization and ease of use are critical to standing out and driving conversions. For more inspiration or to explore other successful funnels, check out examples on Convincely’s website.