Romford-based Devitt Insurance Services Limited has chosen online customer feedback specialist Mopinion’s customer feedback analytics software to help identify the main pain points and barriers in the customer journey, to improve its user experience and assist with policy conversions.
Devitt Insurance Services Limited is an insurance broker based in Romford, East London, that has been arranging insurance in the UK since 1936. Devitt offers competitive prices on motorbike, car, van, home and business insurance – including specialist policies for dealers and training schools.
Reliability, transparency, value and good service all lie at the heart of Devitt’s values. To meet the needs of its customers, Devitt’s online vision is focused on user experience and making processes simple and clear. With the increasing number of customers who are purchasing online rather than on the phone, Devitt saw the need to further improve these online processes for an even smoother customer journey.
Devitt’s customer journey is an interesting one. While some visitors enter its website directly, there are many that enter via comparison sites, so therefore are already halfway through the journey having already filled in their quote details.
Tom Warsop, Marketing Manager at Devitt Insurance Services commented, “We aim to make the transition for visitors from these comparison sites to our own website as simple as possible, ensuring that all trust signals are visible and important information is readily available.”
Lots of variables are involved when it comes to requesting a quote for insurance. To receive an accurate quote, online insurance forms have a large number of fields that need to be filled in by the customer. Consequently, identifying areas where customers might be experiencing difficulties or dropping out of the journey is vital.
Prior to its partnership with Mopinion, Devitt was already looking for ways to improve its user experience and assist with policy conversions. There was a need to identify the barriers to completing quotes and establish the points of friction within the journey. Potential customers were visiting the website, but not converting.
Tom stated, “Mopinion has helped us to improve our online conversion rate with an ‘aggregation of marginal gains’ throughout the user experience. In other words, we were making small tweaks in different parts of the journey to increase our overall conversion rate.”
He added, “The software enables us to investigate why customers are not purchasing our insurance and also gives our customers the opportunity to request a call back if they are experiencing problems.”
Devitt now collects customer feedback daily with an easy-to-use customer portal and the ability to set up ‘actions’ reducing the need for manual processes.
Devitt primarily uses the exit feedback forms on its website. These forms are geared towards capturing visitors that leave midway through the ordering process. For example, when a customer looks like they’re about to leave the page (based on mouse behaviour), an exit feedback form is triggered asking, ‘What’s the one thing that stopped you from buying from us today?’ Visitors are also invited to fill in an open text response explaining why they haven’t gone through with the purchase.
On top of this, Devitt is also reviewing feedback items from customers via e-mail as well as following up queries via phone where relevant.
Mopinion has provided valuable feedback for Devitt from real customers. This has led to a number of improvements to the customer journey and has been used to feed into Devitt’s wider Conversion Rate Optimisation (CRO) project. Devitt is now able to identify and solve customer pain points, allowing them to reconnect with and convert customers that would have otherwise dropped out of the journey and potentially gone elsewhere.
To aid the process, Mopinion offers a flexible, user-friendly and cost-effective solution with a dedicated Account Manager. Devitt is now exploring ways to use Mopinion’s software itself; to encourage and help visitors complete the customer journey.