As an insurance agent, you need to be making sales in order to generate an income and be successful. Sometimes that seems easier said than done though. You may have all the leads in the world, but it doesn’t do you any good if you can’t convert them into sales. Fortunately, if you can figure out why your leads aren’t converting, you can do something about it.

Your Call to Action Isn’t Compelling

It may seem obvious, but if you don’t have a compelling call to action, you aren’t going to convert leads effectively. Generic calls to action aren’t motivating. If they aren’t easy to spot, they might as well not exist. You have to balance compelling them to action without asking too much. If the pressure is too high, that can be even more of a turn off than if it were generic or hard to find. Creating an effective call to action probably isn’t something you’re going to be able to do in one try. You’ll need to practice a lot and plan to revise multiple times before you settle on the one that is most likely to convert your leads into sales.

Too Many Unanswered Questions

Right or wrong, insurance is usually viewed by consumers as being complicated and difficult to understand. They are likely to have a lot of questions about policies, rates, and discounts. Having unanswered questions is one of the main reasons why leads don’t convert, so it’s important to be familiar with what your customers want to know about your products. You aren’t going to be available to answer everyone’s questions yourself, and you’ve probably noticed some trends in common questions. You may find adding a FAQ page to your site a helpful way to address those types of questions and increase the chances of converting your leads.

Your Checkout Process Needs Work

Few things can be more frustrating as a consumer than going through the trouble of sorting out your insurance policy only to be bogged down by a poorly designed checkout process. If it’s bad enough, this can lead consumers to abandon your business altogether in favor of another agent with a more user-friendly site. Make sure you optimize your checkout process and make it as streamlined as possible. Have multiple people test it so you can identify any problems that might dissuade consumers from fully converting into a customer.

If you notice you’re struggling with lead conversion, you need to find out why. It could be that your call to action isn’t compelling, consumers are left with too many unanswered questions, or your checkout process could use some work. Once you figure out what the problem is, take actions to correct it and see how it impacts your lead conversion.

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