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Improve quote-to-purchase conversion by removing avoidable effort while making coverage, price, exclusions, and next steps easier to understand. Start by finding where applicants leave, then test focused changes to questions, explanations, comparisons, and support. A faster journey is not a successful one if customers cannot make an informed choice.
Where do applicants abandon an online insurance journey?
Measure the full journey rather than relying on an overall completion rate. Track movement from quote start through information entry, quote results, cover selection, payment, and completion; review results by step and device. The FCA says firms can use journey analytics to identify high-dropout points, including entry of payment details, and should monitor and regularly review customer outcomes. Its 2025 digital-design review notes: “Digital journeys produce significant amounts of data on how customers interact across firms’ apps, websites and financial promotions.” FCA digital-design review (2025)
TransUnion UK reported that 47% of consumers said they had abandoned an online insurance application in 2023. In its 2024 article reporting that research, 50% cited a frustrating process, 49% cited too much information, and 47% cited too much time among reasons for abandonment. These are TransUnion-reported figures; the underlying study methodology is not independently established here, so treat them as indicators of reported friction, not universal rates or targets. TransUnion UK (2024)
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Establish a baseline before changing the form
Record completion and abandonment at each stage, alongside device and relevant customer-group differences. This helps distinguish a difficult question from a technical or payment-stage problem. Do not assume the same point causes friction for every customer or product.
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How can insurers reduce quote-form friction?
Ask for necessary information at the right time
Review each question with product, risk, and compliance teams: what decision or rating requirement depends on it, whether it is essential before a useful initial quote, and whether the firm already has the information so the customer need not enter it again. Do not remove underwriting or eligibility questions without those teams validating the change.
BCG’s 2024 benchmark covered more than 70 insurers across 13 European markets. It reported that approximately 10% of insurance customers fully use digital channels for end-to-end purchasing, and its analysis says many insurers have digitized paper forms without redesigning them for digital use. BCG recommends obtaining the first quote with as little customer input as possible while still collecting necessary data. These are BCG findings and recommendations, not universal conversion benchmarks. BCG (2024)
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Use plain language with explanations where they matter
Test questions and terms with customers, especially explanations of limits, exclusions, excesses, and optional features. A shorter sentence is not automatically clearer when the product is complex. Offer contextual explanations where a customer is making a decision, rather than leaving key definitions to be discovered elsewhere. The FCA’s 2025 review recommends testing whether communications are easy to understand and whether journeys work across devices and operating systems. FCA digital-design review (2025)
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How should online insurance quotes present price and cover?
Make comparisons useful for a decision, not just easy to scan. Alongside price, show the material cover differences, limits, exclusions, excesses, and what the customer needs to do next. Explain whether optional features are included and make the total cost clear. If an intermediary or comparison site is involved, state its role so customers do not mistake comparison for a personal assessment of policy suitability.
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The FCA’s historical review of general-insurance comparison sites found that unclear information could lead consumers to focus on price without understanding cover or excess levels. It warned: “By failing to provide clear information, the websites are increasing the risk that consumers may buy products without understanding key features such as level of cover or excess levels and purely focus on the price.” This is a design lesson from a 2014 review, not evidence of current market prevalence. FCA TR14/11 (2014; marked historical)
The UK government’s 2017 summary of digital comparison-tool research also highlights trust, accessibility, data transparency, and clear comparisons. It calls for relevant, accurate information about both customer requirements and the products being compared. These findings concern comparison tools broadly and are not current insurance conversion benchmarks. UK government/CMA summary (2017)
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What help should a quote journey offer?
Provide a visible, accessible route to answers when customers encounter unfamiliar wording, need to change details, or cannot proceed. Depending on the question and the customer, useful help may be an explanation, a way to correct quote details, or access to a person. Avoid making customers switch channels unnecessarily when the issue can be resolved within the journey.
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Conversational assistance is one possible approach, not a universal fix. OpenDialog’s 2026 case study on PJ Hayman’s Free Spirit travel-insurance journey reports a 24% relative increase in quote-to-buy conversion after conversational help was added. That is a provider-specific, vendor-reported result; it is not an independently validated trial, a 24-percentage-point increase, or a forecast for other insurers. OpenDialog case study (2026)
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How should insurers test changes without harming customer outcomes?
Test the revised journey with customers across relevant groups, devices, and operating systems. Check not only whether they finish but whether they understand important product features and can get help when needed. The FCA says firms should consider whether journeys include appropriate friction that gives customers an opportunity to read and understand information; speed should not be the sole measure of success. FCA digital-design review (2025)
- Effort and completion: compare quote completion by journey step and device.
- Comprehension: check understanding of cover, terms, exclusions, excesses, and optional features.
- Access and fairness: test whether different customer groups can complete the journey and obtain help.
- Comparison and data transparency: make product differences and use of personal information clear, especially when a comparison tool is involved.
- Operational fit: confirm that help resolves questions without creating an avoidable channel switch.
Available sources do not establish a universal target for quote completion, an ideal number of form steps, or an expected return from redesign. Set a baseline for the insurer’s own journey and evaluate each change against both completion and customer understanding.
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