Accelerating Insurance Conversions:
Buddy's No-Nonsense E-commerce Approach
As a product engineer at Buddy, I focus on simplicity and effectiveness, especially regarding customer conversions. Insurance carriers excel at risk management, and e-commerce optimization is not a core competency. At Buddy, we integrate proven online retail principles into everything we do to significantly boost conversions.
Kill the Friction
In e-commerce, friction kills conversions. Each extra click or unnecessary question pushes potential customers away. Baymard Institute’s benchmark of 279 large‑scale sites found that refining the UI—shortening steps and minimizing form fields—can improve conversion rates by an average of 35% Traditional insurance products often have lengthy forms, unclear processes, and delays in getting quotes.
At Buddy, we flip that script by surfacing quotes quickly and clearly. Immediate price transparency makes customers' purchase path more comfortable.
Essential E-commerce Best Practices for Insurance
- Skip the Email First: Asking for an email upfront is high-friction. If the customer likes your offer, you'll get the email anyway.
- Avoid Personal Questions: Instead of birthdays, request an age range to streamline input and reduce user hesitation.
- Provide Quick Price Ranges: Collect minimal input to show an approximate or "as low as" price, which will quickly increase user interest.
- Simplify Pricing: Work with your underwriting team to streamline product pricing, reducing complexity and boosting user confidence.
- Pre-fill Application Data: If you have information about the customer be sure to apply the pertinent data to the workflow reducing the user need to input information.
Mini Case Study: Vigilance Occupational Health Insurance
Occupational accident insurance is a product for healthcare workers and students—users who are spread thin and work around the clock. The previous system demanded excessive information from users before displaying pricing, and completing the transaction was just as cumbersome.
Through the Buddy Offer Element and Platform, we reduced the customer journey by 66% and increased conversions by 46%. Our best practices now deliver an immediate "Starting at" quote and full pricing—all without requiring an email address.
Actionable Insights for Insurance Carriers
Insurance carriers must adopt digital best practices to stay competitive. At Buddy, we embed these e-commerce principles into our product design, ensuring your insurance offerings become intuitive, compelling, and clickable.
Start Today
Evaluate your customer journey now. You can identify friction points by analyzing user behavior, making adjustments, and quickly testing these improvements. Small changes can dramatically improve your conversions.
At Buddy, we're committed to bringing insurance carriers to the forefront of digital conversion excellence. Let's remove friction, drive conversions, and simplify the insurance buying process for everyone.
