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How do consumers behave when visiting life insurance websites? We tracked real life website visitors to find out.

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Summary

This study tracked consumers’ actual online behavior to examine how they engage with the websites of 10 leading life insurance carriers. We drew on online activity by a Comscore panel of more than 2 million U.S. consumers over a nine-month period. This report, the second of two, provides metrics and insights to help your company set its customer experience strategy and benchmark web metrics such as:

  • Type of pages visited (content vs. service vs. acquisition)
  • Percent of shoppers who started or completed an application form
  • Visitor demographics by website content type

Key Stats

Related Research


Meet the Project Director


For more information, please contact shavener@limra.com.