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


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

No part of any report may be reproduced or translated without written permission from LIMRA. Please contact Customer Service for further information.

Key Stats

Related Research

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