Clickstream insights for UK Car Insurance market

We increasingly find ourselves speaking with finance advertisers about attribution modelling, and specifically about the consumer clickstream. What click journeys do users undertake before finally arriving at your site to get a quote or make a purchase? And vitally, how do you attribute value to each of these clicks in a fair and effective way, so that you can re-invest in keywords accordingly?

In an effort to better understand user behaviour around path-to-purchase, we recently undertook a study with Nielsen. There are some useful insights which we hope advertisers can use in conjunction with their own data to facilitate conversations around path-to-purchase and attribution.

Click here to access a preview of the study.

Highlights for Car Insurance:

• 6.5 million: people in the UK online Car Insurance market

• 60: % of car insurance purchasers who used Search during their journey

• 21: % of Car Insurance purchasers who used both Generic and Brand search terms

• 12.3: % of Car Insurance purchasers who used only Generic search terms

• 10: average consumer's number of days in market before first sales interaction

• 14.6: % consumer Look to Book rate for Direct Insurers in car Insurance market

Source: Nielsen