When I speak about insurance coverage, do you get excited? No? Well, I assume I am unable to blame you. When we began krankenversichern.at (a non-public medical insurance comparability web page for Austria) about three years in the past, solely my brother bought enthusiastic about insurance coverage.
Health insurance coverage is a really static business and does not actually wish to change. Austria has seven non-public medical insurance suppliers—fairly small in comparison with different international locations—however every supplier provides over 50 completely different packages. So the client faces an enormous problem when deciding on the appropriate product.
We noticed a possibility to assist folks make knowledgeable selections about insurance coverage by giving them data that is usually arduous to search out. But once we began, we did not have the required infrastructure to ship web site guests the data they requested from us. It was a nasty buyer expertise, and our leads went chilly.
The Austrian insurance coverage panorama clearly doesn’t have an curiosity in making APIs accessible and making a proposal course of automated. So we created a system on our personal to immediately give prospects data they wanted to make their shopping for resolution.
Comparing insurance coverage choices aspect by aspect provides transparency to shoppers. And I can inform you—that is one factor an insurance coverage firm definitely doesn’t need. But as entrepreneurs you don’t give attention to issues—you at all times wish to discover options. We accepted the scenario and scouted for options, which is once we discovered Zapier.
The automated request and provide system drives our lead technology. We used Zapier to automate every step and instantly ship prospects a personalised provide. Each request was an opportunity for us to show an nameless prospect right into a recognized lead. We additionally routinely enroll every contact in a welcome e-mail sequence to supply worthwhile details about the product and enhance the attain of our web page as nicely.
Implementing this method saves us no less than 15 hours every week and has led to an elevated conversion price for our important name to motion: reserving a name with us.
How to automate a proposal course of
Every person desires to get provides instantly. If you don’t have pricing data in your web site, take into consideration an internet configurator—it is going to enhance your leads and prospects.
We began with checklists, video programs, and different lead magnets. But within the B2C insurance coverage world nothing like this labored for us. We realized that our premium comparability instrument paired with an automatic provide system was one of the best lead technology system for us, and we doubled down on it.
We're utilizing our provide system to point out you what is potential, however you possibly can apply this method to no matter business you are in.
Our automated provide Zap has 13 steps, ranging from a webhook set off when somebody submits their data by way of our on-line configurator then goes by way of phases that embrace surfacing the provide, sending it by e-mail, creating or updating contacts in our CMR, reaching out by textual content, and including them to our e-mail advertising.
1. Structure your information
You'll want to begin by structuring your information so your automated system can simply discover and floor data to your prospects. For us, enabling an internet configuration instrument and routinely sending out provides was an enormous game-changer for our lead technology.
It's essential to construction your information, and when you've got a B2C enterprise, make it as simple as potential. We use three packages—Basic, Comfort, and Premium—which permit the client to simply distinguish between them and take the following step (for us, that is to request a proposal).
To make it simpler for the person, a lot of the data we have to generate the comparability does not require them to enter any private data. We created a mobile-optimized click-oriented instrument the place the prospects undergo and configure their comparability by themselves.
We created a two-step course of with common data first after which private data.
In step one, we seize the overall data, like age, the bundle they're fascinated by, and the world the place they dwell.). Only if the client desires to proceed and get extra details about a sure supplier will we ask them for private data. This makes the entire course of simpler for the lead.
That type submission is distributed to Zapier utilizing a webhook—that is the set off of our Zap.
Learn extra methods to make use of webhooks in your Zaps by exploring the Webhook integrations web page in our App Directory.
2. Transform the information, ship it to your CRM, and place an automatic e-mail
After our prospect requests a proposal, we wish to routinely ship it to the client. In the frontend the client is redirected to a selected product web page. Since insurance coverage is a multi-touchpoint product we additionally ship our provide as an e-mail.
From the e-mail the client can open their individualized webpage and see extra data, like movies in regards to the product. Our CRM (buyer relationship supervisor) tracks the e-mail and each different engagement in order that we've got the total image of the client historical past. We save the individualized pages with a hyperlink shortener to our CRM as nicely. We have now reworked an nameless person right into a lead.
Every step of the way in which our purpose is getting the result in e-book a gathering on-line by way of our assembly calendar. By growing transparency and making product particulars simple to know we've got seen a 36% conversion enhance towards that purpose.
Here are some examples of how to ship data right into a CRM or use new CRM contacts to kick off communications with Zapier:
3. Create engagement and belief with an SMS Service
Not each lead books a gathering on-line, although. For these conditions the lead is then contacted by a gross sales agent and despatched an automatic SMS message that shares our telephone quantity.
We carried out a brief delay so that when the client leaves the web page they are going to be "retargeted" by SMS. This creates one other channel of communication. We can use textual content messages to additionally ship appointment reminders and reminders about provides.
4. Enroll your leads in a lead nurturing sequence
Finally, downloading a proposal from any of our suppliers triggers a welcome sequence with worthwhile data and instruments for the client. This will increase the touchpoints and positions us as an professional.
To provide you with some inspiration: In this step we educate our leads and repurpose our content material. We use quizzes, our comparability instrument, a video, e-mail, and checklists to additional inform leads in regards to the product. Content is first, gross sales is second. This sequence ought to allow the result in transfer from the highest of the advertising funnel right down to decrease segments, the place they're extra more likely to take motion.
This course of is now totally automated, and requires no guide work.
Here are a couple of methods to make use of Zapier so as to add contacts to e-mail advertising apps:
Our outcomes: 3 to 4 hours saved per day
Before creating this course of we despatched out 20 to 30 provides a day. Since our price proposition is about transparency, this meant placing collectively provides utilizing a number of insurance coverage methods and the processes may fluctuate a terrific deal.
By implementing our automated provide course of we save between three and 4 hours a day. Additionally, we have interaction and nurture our leads alongside the way in which—which if performed manually would take no less than one other 10 minutes per provide. Since these steps are extremely individualized this could not be performed at scale with guide work.
After implementing and testing we noticed a bounce within the variety of leads per day because the person expertise was so nice for the client they began to share by way of numerous social media posts. Automating a proposal course of can create extra leads and drive engagement all through your advertising channel.
This was a visitor publish from Arthofer Sebastian, co-founder at krankenversichern.at, an insurance coverage comparability platform primarily based in Vienna, Austria. krankenversichern.at helps prospects discover one of the best non-public medical insurance for his or her finances by offering an internet premium comparability. Want to see your work on the Zapier weblog? Check out our tips and get in contact. Photos courtesy Arthofer Sebastian.