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

Driverless Cars: Unintended Consequences for Insurers to Watch

When bad or unexpected or unusual things happen, the computer gives up control and hands it back to the now woefully unprepared occupant.

Why Insurers are Leading on Data and Analytics

A State Street survey finds insurance companies are more likely to be further along in becoming “data innovators” than their financial services counterparts.

The Other Auto Insurance Telematics Shoe Drops

Progressive's decision to charge Snapshot drivers more if their driving data indicates higher risk has started the industry down a road of data-driven adverse selection.

Core Transformation – Configuring in the Rain

The whole point of core transformation is that changes at the micro level can be used as a stimulus for changes at the macro level.

6 Ways to Develop a Productive IT-Business Dialog

Relationship management 101 for keeping IT and business on the same page.

Unified Digital Strategy: Succeeding in the Digital Revolution

A unified digital strategy recognizes that all business strategies and technologies touch the customer in some way and that a one-size-fits-all channel model is obsolete.