ahm.com

Funnel Analysis for AHM Car Insurance Quote Process

Key Strengths of the Funnel:

• Clear and Straightforward Choices: The funnel begins with simple, binary choices, such as selecting the type of cover (Comprehensive or Third Party Property Damage). This clarity in options reduces decision fatigue and makes it easy for users to proceed.
• Interactive and Flexible Quote Options: Users can easily adjust key factors like excess amounts and coverage type. This flexibility allows customers to tailor the insurance quote to their specific needs, making them feel more in control of their decisions.
• Consistent Visual Design: The funnel uses a consistent visual style with ample white space, minimalistic icons, and a focused color scheme. This coherence enhances the user experience by creating a seamless and professional appearance.
• Contextual Help and Explanations: At various points in the funnel, such as when choosing excess or value coverage, the user is provided with contextual information that clarifies what each option means. This helps in reducing confusion and empowers users to make informed decisions.
• Support Availability: The “Get Support” option is prominently displayed at the top of each screen, providing users with easy access to assistance if they encounter any issues or have questions. This can help reduce abandonment rates.
• Transparency in Pricing: The funnel clearly displays the cost implications of each choice, such as how changing the excess amount affects the monthly premium. This transparency builds trust and can lead to higher conversion rates.

Business Rationale and Benefits:

AHM’s car insurance funnel is designed to guide users through the quote process in a way that is both engaging and informative. By offering clear choices and customizable options, AHM allows users to tailor their insurance plan to their exact needs, which can increase satisfaction and likelihood of purchase.

The emphasis on transparency, particularly in showing how different factors influence the premium, addresses a common pain point in the insurance industry—unexpected costs. By laying out these details upfront, AHM likely reduces the chance of customers dropping off due to surprise charges later in the process.

The funnel’s minimalistic and consistent design reinforces AHM’s brand identity as a modern, user-friendly insurance provider. The design choices also help in making the process feel less daunting, which is crucial when dealing with something as complex as insurance.

By incorporating features like easy access to support and contextual help, AHM addresses potential customer concerns proactively. This approach not only improves the user experience but also positions AHM as a supportive and reliable partner in the customer’s insurance journey.

Impactful Questions and Why They Work:

1. “What type of cover are you looking for?”
   • Simplifies Decision-Making: This question breaks down the user’s needs into two clear options, removing the ambiguity often associated with insurance policies. It also quickly segments users, allowing AHM to provide more relevant information and options in subsequent steps.
2. “How much do you want to insure your car for?”
   • Empowers the User: By allowing the user to select between market value and agreed value, AHM provides a sense of control. This choice also educates users about the different types of coverage, helping them feel more confident in their decision.
3. “Do you want to exclude drivers under 25? This may reduce your premium.”
   • Cost Efficiency: This question directly addresses a potential cost-saving option, appealing to users who are price-sensitive. It also helps AHM to manage risk by identifying and potentially excluding higher-risk drivers.

AHM’s approach to car insurance quotes is a great example of how a clear, customizable, and user-focused funnel can enhance customer satisfaction and improve conversion rates. The funnel effectively leverages personalization techniques to create a more tailored experience for each user. For businesses looking to optimize their own funnels, studying additional examples on Convincely’s listings could provide valuable strategies and insights.