At ApplyOn we’ve seen tens of thousands of online quotes, applications and leads generated from millions of website visitors on our platforms, here are three top lessons from our data to help you prioritise your digital efforts.

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1. 87% of visits are made on mobile devices. 

What the data says: For brands running digital advertising 83% to 89% of customers visit financial service provider websites on mobile and tablet devices.

What you need to do: Make your website ‘mobile first’ which is industry speak for making it mobile friendly by designing it for mobile first.

Particularly on small smartphone screens customers need clarity with simple messages and intuitive customer journeys that avoid confusion and clutter to offer a good digital experience. On a small screen you can’t promote 10 products and features at once, so sit down with your marketing team and rank your priorities and select your top ones to promote those on your homepage.

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2. 95% of customers will land (enter your site) on your product pages. 

95% of customers visiting your website will be looking for a specific product like car insurance, a mortgage or personal loan and will land on the product page e.g. car insurance, home insurance, credit card or mortgage page. Too many businesses focus significant time on pages with little to no visits like news, about us, key people and corporate jargon. Consumers rarely if ever use these pages. 

What you can do:  Walk through the customer journey from the ad, email or social media post they clicked to the page they landed on. Focus on optimising the first impression of those ‘landing pages’ prioritising your message and call to action for each key product of your portfolio: loan, insurance products or credit card. Your digital ads, social media and emails then link to these pages so aligning the customer need with their journey. 

3. Apply to 50:5:1 rule and understand you customers needs.

Customers have different needs based on where they are in the buyer journey. Remember most are looking for different information and very few are ready to apply now. Following the 50:5:1 rule from data we’ve captured can help a lot and that is: for every 50 customers researching on your webpage, 5 are actively seeking to make a purchase and 1 is ready to buy now. This is why websites have a 1% to 3% sales conversion rate globally, and often why many leads generated seem not qualified. This does not mean the 50 are not valuable (after all most have clicked an ad, email, post or link to look at that product), but rather they are still some way off buying and are just exploring. For these customers many won’t want to complete a lengthy application or quote form, and you don’t want them to be applying online and wasting your sales team time, but rather you might want to just collect their contact information to send them marketing materials including emails to ‘nurture’ them. 

What you can do: Collect and filter your customer data using different ‘call to actions’ and calculators  based on where they are in their purchase process and understanding are they a qualified lead or not. This will save your sales teams time and money in engaging wasteful leads and enable them to focus on the right ones. You can do this with calculators and content that suit their need or questions not only make applications: 

1. How much can I borrow?
2. Am I eligible?
3. How much are the repayments?
4. What is the process?

After you’ve help them answer key questions 5 of the 50 will likely want to find our more and start and application so now you can offer the option to them to ‘Apply Now’ or ‘Request a Call’. This way you offer the best experience and capture more leads overall. 

If you would like to learn more or speak to one of our experienced solution experts then let us know here, we’d be happy to talk.