Consultants' Corner

Identifying Top Tasks Becomes Essential with Mobile Sites

Terry Golesworthy
Insurance Experts' Forum, December 5, 2011

There is a distinct trend toward identifying and supporting top tasks on websites. Consumers go online to get things done, and the reward for making those tasks easier to complete are well-documented. Certainly there are sites with multiple types of visitors who have separate top tasks but that is no reason to throw in the towel.

Most products and services are not “must-have” and even then you face competition. Consumers prefer to self-conduct research online and poor websites can cause procrastination and even abandonment.

LIMRA, an organization dedicated to life insurance research recently reported that shoppers who use only the Internet and never meet with anyone are the least likely to buy — only 36 percent do so. This compares with 70 percent that purchased with face-to-face interaction. This is in part due to the nature of the product, but also to the lack of a logical and efficient task flow on insurance sites. This problem is not limited to insurance.

The problem becomes even more paramount with mobile devices. You no longer have the luxury of a large home page that can accommodate hundreds of links and words. Gerry McGovern, with his unique presentation style, addresses the topic in his latest webinar. He even addresses the whole topic of exactly what is mobile, posing the question about the use of smartphones by Norwegian men in the bathroom.

His view is that you don’t need a mobile strategy. You need a top tasks strategy. And once you’ve identified your top tasks, you deliver them through mobile and/or through your website. The essential difference between mobile and your website is that you need to be even more ruthless. Even within the top task, your content and links needs to be pared to the absolute minimum.

Terry Golesworthy, president of The Customer Respect Group, has covered technology issues and innovations in the insurance industry for many years.

Readers are encouraged to respond to Terry using the “Add Your Comments” box below. He also can be reached at terry@customerrespect.com.

The opinions of bloggers on www.insurancenetworking.com do not necessarily reflect those of Insurance Networking News.

Comments (0)

Be the first to comment on this post using the section below.

Add Your Comments...

Already Registered?

If you have already registered to Insurance Networking News, please use the form below to login. When completed you will immeditely be directed to post a comment.

Forgot your password?

Not Registered?

You must be registered to post a comment. Click here to register.

Blog Archive

Strategic Initiatives for 2015: Making Sense of the Shifts

Insurers must choose between embracing innovation or just continuing with business as usual and run the risk of becoming a casualty in the new competitive battle.

To Stay in the Game, Insurers Must Aggressively Embrace New Consumer Technologies

Emerging technologies displayed at the CES could be some of the greatest change agents since the introduction of the Internet, offering breakthroughs that could challenge many businesses.

The Usage-Based Insurance (UBI) Short Cut

Developing a usage-based insurance program has now gotten easier.

Marketing: The Insurer’s Shadow IT Department

Marketing executives continue their march into the insurance data center.

Digital Failings

We live in a brave new world now with digital devices and equipment surrounding us in a sea of capabilities that (generally) improve the quality of our experiences.

Life in the Cloud – Vendor Activity is High

Celent surveyed 41 vendors about their cloud applications, pricing models, platform investments and their expectations of where the market is going.