It’s been said many times, and it’s worth mentioning again: Improving lead quality is THE main challenge for most marketers. Over the last couple of years, a “downward spiraling domino effect” has been observed in insurance lead generation. Complex interconnections and an ever increasing number of players have attracted fraud and bad practices, which has led to steadily decreasing lead quality. And here’s where the dominos start to tumble: As lead quality decreases, lead pricing goes down. As lead pricing goes down, marketing spending declines. As marketing spending declines, quality deteriorates, and so on and so forth. This has resulted in a situation where nobody is happy with lead quality or lead pricing and everybody is suspicious of each other.
That’s why it’s more important than ever to invest in good lead verification methods to counteract the downward spiral. Lead quality will only be improved if marketers are willing to invest in time, money and energy into good lead verification methods that can increase lead pricing and trust among players in the insurance lead gen industry. The good news is that this is not as hard as it may seem. In fact, a few minor improvements can show immense results.
A good starting point to verifying leads, often overlooked and immensely underestimated, is to have a good lead gen form.
First of all, many forms are not user-friendly. They don’t work on all browsers, have rough flows or don’t function correctly. This may seem like nitpicking, but imperfect forms can hinder you greatly from getting high-quality leads. If a form is “too much work”, users will simply be less inclined to complete forms correctly. That’s why it’s important to pay close attention to all the fields in a form and to make form flows as smooth and user-friendly as possible. Integrating automatic corrections into your form, so users are immediately notified if data is filled in incorrectly, can go a long way. Making forms monkey proof by providing specific information how to fill in information is vital in order to reduce and avoid bad data. It’s also important to make sure your forms work on all browsers and are mobile-enabled to allow the growing mobile clientele access to your forms.
Secondly, error messages are a crucial element in creating good lead generation forms. A lot of forms show error messages, but don’t inform the user where exactly unacceptable data has been filled in and how to correct it. There are also forms which only show error messages on top of the form and then require the user to scroll down to the field(s) in question. This can dramatically decrease user willingness to correct data or submit forms.
Lastly, many lead gen forms are posted in the format of i-Frames which can impact negatively on user commitment because of unreliable loading speeds, and make it harder for you to be found as i-Frames are not very SEO friendly. That’s why it is much more beneficial for you and the user to offer forms with java-script integrations.
In addition to having a good form, the best method to verify leads are to score leads with the help of specific verification tools.
First, think about all the data you can verify internally. There are plenty of verifications you can do yourself which are low-cost and time efficient: Run IP-checks to make sure that IP locations match ZIP codes, whether or not real names were used in forms, or how much time users spend on filling in forms and how many clicks and interactions there are. Google Analytics is a tremendously helpful tool in getting insight into the quality of user data.
Secondly, there are multiple companies offering external verification systems and technological resources to create lead scoring systems aimed at confirming whether the info provided by the consumer is correct. External lead verification companies usually work with data companies to bounce information off large databases to see if data is consistent with other records. This is useful in determining whether phone numbers, addresses and other user data is correct. In short, these external lead verification systems help to create a more contactable consumer with higher lead quality.
By investing into creating good lead gen forms, as well as verifying leads internally and externally, bad traffic can be filtered out and overall lead quality improved. Even though this type of marketing may be a bit more costly than the traditional approach that values quantity over quality, your efforts will pay off when your lead values increase. Moreover, good lead verification practices will increase trust in insurance lead gen and result in higher conversions and pricing.