Which New Zealand Travel Insurance providers are maximising their market share online?
Find out which travel insurance providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on travel insurance, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to purchase travel insurance.
Analysed travel insurance websites include:
In this Travel Insurance Online Industry Report we discovered:
- In our consumer survey, it was revealed that nearly 6 out of 10 Kiwis apply online for a travel insurance, which shows the importance of being visible in the digital space and providing great online customer experience.
- Our survey revealed that Kiwis consider reputation and credibility as the most important factor when purchasing travel insurance, followed by a transparent policy and good price. Companies need to continually improve their trustworthiness among Kiwis, especially through online touch points.
- Currently, Southern Cross stands out in the search landscape followed by Tower and AA, capturing a big proportion of the demand thanks to prominent organic and paid search presence.
- Search results are broadly dispersed among a wide range of competitors. In the competitive and margin-driven travel insurance market, providers need to optimise the most cost effective marketing channel – search.
- Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
- A considered digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for travel insurance providers.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.