More and more, mobile devices are the platform of choice for consumers accessing the web. The mobile tipping point was reached in early 2014 when
users choosing the mobile web surpassed users on
“Over time, we’ve seen mobile change from
a novelty to being a fully functional part of the
digital experience offering,” says Andy Fulford,
Progressive Insurance’s business leader of e-com-
merce. “It has even become a primary source of
“The rules have changed. People are using
smartphones, and if you don’t have a mobile site
you are out of luck,” says Scott Cornelius, presi-
dent of ECI Insurance Agency in Oklahoma. The
agency’s mobile website is based on the Insur-
ance Website Builder platform from Insurance
Technologies Corporation (ITC), which reports
a 50 percent increase in mobile usage across its
customer base this year compared to 2014.
Insurers Get the Mobile Message
“Improving the customer experience is the num-
ber one strategic initiative for insurers, and the
top technology to improve the customer expe-
rience is mobile,” says Mark Breading, partner,
Strategy Meets Action. “About half of all insurers
have some major project underway in either
traditional web or mobile web service.”
But it’s not enough to just have a mobile web
presence. An insurer’s site needs to deliver capa-
bilities consumers crave. On small-screen devices,
design and navigation are particularly important
considerations, but the discussion needs to start
by identifying the business objective an insurer
has for users of its site.
“A lot of insurers look at it the wrong way.
They want to present marketing materials first,
and they are concerned that their site looks pretty.
However, the consumer doesn’t care if the site
is pretty, and they don’t want to wade through a
bunch of sales content just to get to the functionality they came for,” says Karen Pauli, research
director at CEB TowerGroup.
In fact, 85 percent of consumers will abandon
the mobile channel if they can’t get what they
want quickly, according to TowerGroup research.
“Consumers want it to be super easy to navigate to high-demand transactions,” Pauli says.
“That includes claim inquiry: Who’s my adjuster?
Where’s my check? What body shops and towing
companies does my insurer use? On the policy
side, they want access to policy documents and ID
cards and the ability to make premium payments.”
“We want to be sure that once prospects and
customers get to our site that they have something
to do rather than just looking at a picture,” says
Cornelius. The agency’s analysis of its mobile site
shows that making a payment, reporting a claim,
and reading ECI’s blog are the three links visited
“Making a payment and reporting claims are
things that don’t happen just between 8 and 5, so
MORE THAN JUST
A PRETTY FACE
In an increasingly mobile world, insurance carriers need to
focus their attention not just on presenting their mobile
website in the best possible light, but on delivering content and
functionality users expect.
By Michael P. Voelker