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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsImprove insurance quote-to-purchase conversion by removing unnecessary effort, explaining cover clearly, and offering help at the point customers get stuck—not by simply making the journey shorter. Track where applicants leave, test changes across devices and customer groups, and measure comprehension alongside completion.
Where do applicants abandon online insurance journeys?
Abandonment can happen at any stage: entering personal or risk details, reviewing a quote, comparing cover, or entering payment information. The useful question is not just how many people leave, but where they leave and what they were trying to do at that point.
TransUnion UK reported in a 2024 article that 47% of consumers said they had abandoned an online insurance application in 2023. Among the reasons reported, 50% cited a frustrating process, 49% cited too much information, and 47% cited taking too much time. These are figures reported by TransUnion; the underlying study methodology is not established here, so they are context rather than a benchmark for every insurer. TransUnion UK’s insurance consumer insights
Boston Consulting Group’s 2024 benchmarking covered more than 70 insurers across 13 European markets. BCG reported that approximately 10% of insurance customers fully use digital channels for end-to-end purchasing. Its analysis identifies a common design problem: digitizing paper forms without rethinking them for digital use. That is a broad European industry benchmark, not a target for an individual business. BCG’s analysis of digital insurance sales
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Find the specific points of friction
Map the full journey from quote start to purchase completion, then examine completion and exit rates at each major step. The FCA says analytics can reveal high-dropout steps, including entry of payment details, and recommends monitoring and regularly reviewing customer outcomes. Its 2025 digital-design review applies across financial services, not only insurance. FCA digital-design review
- Record quote starts, completion of each major information step, quote results, cover selection, payment entry, and completed purchases.
- Compare patterns by device and relevant customer groups to uncover problems a journey-wide average can hide.
- Investigate what happens at the step with elevated exits rather than assuming the button, channel, or customer is the cause.
How can you reduce quote-form friction without weakening underwriting?
Review every question in the quote flow: what decision depends on the answer, whether the answer is needed to produce an initial quote, and whether the customer has already provided the information. BCG recommends obtaining the first quote with as little customer input as possible while still collecting necessary data. That does not mean removing questions needed for underwriting, eligibility, or accurate pricing; any proposed change should be validated by the insurer’s product, risk, and compliance teams.
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Ask for information when it is needed
Where a useful initial quote can be produced without a detail, consider whether it can be requested later in the journey. Avoid asking customers to re-enter information the firm already has and can appropriately use. Explain why sensitive or unfamiliar details are needed when the reason is not obvious.
Use language customers can understand
Test questions and explanations with customers, especially wording about cover limits, exclusions, excesses, and optional features. The FCA advises firms to test whether communications are easy to understand; replacing technical words with simpler ones may not by itself make a complex product understandable. Put explanations close to the decision they inform and make help easy to reach without forcing an applicant to restart.
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How should quotes and cover options be presented?
A headline premium is not enough for a customer to make a meaningful choice. Show what the price includes and make material differences in cover, limits, exclusions, and excesses clear. If a broker, intermediary, or comparison site is involved, explain its role rather than letting customers infer that it has assessed suitability for their individual needs.
The FCA’s 2014 general-insurance comparison-site review—marked historical on the regulator’s site in 2025—is not a current estimate of market prevalence. It remains a useful design warning: unclear information about cover, terms, excesses, total cost, or a site’s role can encourage customers to focus on price without understanding key features. The regulator wrote, “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.” FCA TR14/11
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The UK government’s summary of digital comparison tool research also highlights trust, accessibility, data transparency, and clear comparisons. It calls for relevant and accurate service and clear information about customer requirements and the products being compared. UK government summary of digital comparison tool research
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What help should customers get when they are stuck?
Offer an accessible route to answers when someone encounters an unfamiliar term, needs to change quote details, or cannot proceed. Depending on the question and the operation, that could mean a contextual explanation, a clear contact option, or a conversational interface. The right support is the one that resolves the problem without creating an avoidable channel switch; no single tool suits every insurer or customer.
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OpenDialog’s 2026 case study of PJ Hayman’s Free Spirit travel-insurance journey reports a 24% relative increase in quote-to-buy conversion after conversational help was added. This is a provider-specific, vendor-reported result, not an independently validated trial or a forecast for other insurers; it is a relative increase, not a 24-percentage-point gain. OpenDialog’s PJ Hayman case study
How do you improve conversion without sacrificing customer outcomes?
Set conversion alongside customer understanding and access to support as measures of whether a change is working. The FCA says firms should test whether digital journeys help customers understand products and features, including how they function across devices and operating systems. It also says firms should consider whether journeys include appropriate friction so customers have an opportunity to read and understand information.
As the FCA puts it, “Digital journeys produce significant amounts of data on how customers interact across firms’ apps, websites and financial promotions.” Use that evidence to investigate journey problems, not simply to optimize a single form field or button. FCA digital-design review
- Check whether customers can explain important features of the cover they selected, including relevant exclusions and excesses.
- Test completion and comprehension across devices, operating systems, and relevant customer groups.
- Check that customers can reach support and understand how their personal information is used, particularly where a comparison tool is involved.
- Review customer outcomes after changes rather than treating faster completion as sufficient evidence of improvement.
The cited publications do not establish a universal target for quote completion, an ideal number of form steps, or the conversion lift a redesign should deliver. Use your own journey baseline and test changes against customer-outcome safeguards.
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