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Improve quote-to-purchase completion by removing avoidable effort, explaining cover clearly, and offering help where customers get stuck—not by making every journey faster at any cost. Start with step-level evidence, then test changes against both completion and customer understanding.
Where do applicants abandon online insurance journeys?
Drop-off can happen anywhere from the first question to payment. In its 2025 review of digital design, the FCA says firms can use analytics to identify steps with high dropout, including entering payment details, and should monitor and regularly review customer outcomes. Measure the whole journey rather than treating a single button or form field as the problem.
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TransUnion UK reported in a 2024 article that 47% of consumers said they had abandoned an online insurance application in 2023. Among reasons given, 50% cited a frustrating process, 49% cited too much information, and 47% cited too much time. These are figures reported by TransUnion; the article’s underlying study methodology is not independently established here. Read TransUnion UK’s account.
Build a step-by-step view
Track starts, major information steps, quote results, cover selection, payment, and completion. Segment results by device so a mobile-specific obstacle does not disappear inside an overall completion rate. The FCA notes that digital journeys generate substantial interaction data across apps, websites, and financial promotions; use it to locate friction and review what happens to customers, not just how many finish. See the FCA’s 2025 digital-design review.
#1 Best Overall
How can you reduce quote-form friction?
Audit every question against the decision it supports. Ask whether it is required to establish eligibility or calculate a useful quote, whether it can wait until later, and whether information the firm already holds can prevent repeat entry. Keep necessary underwriting and eligibility questions: validate any proposed change with product, risk, and compliance teams.
BCG’s 2024 benchmarking covered more than 70 insurers across 13 European markets and found that approximately 10% of insurance customers fully use digital channels for end-to-end purchasing. BCG argues that many insurers have digitized paper forms without redesigning them for digital use, and recommends obtaining the first quote with as little customer input as possible while still collecting necessary data. This is a broad, consulting-led market benchmark, not a target for an individual insurer. Read BCG’s digital-sales analysis.
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Make each question earn its place
- Remove duplicate requests and explain why sensitive or unfamiliar information is needed.
- Where product rules allow, defer details that are not needed to produce an initial useful quote.
- Test question order and wording with customers; do not assume fewer screens automatically means less effort.
How should a quote explain price and cover?
A headline premium is not enough for a customer to compare policies meaningfully. Show what the quoted price includes and make material differences visible: cover limits, exclusions, excesses, and optional features. Explain the role of an intermediary or comparison site so people know whether it is presenting available options or assessing suitability for their individual needs.
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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →The FCA’s historical review of general-insurance comparison sites, TR14/11 (2014; the page was marked historical in 2025), warned that unclear information could lead consumers to focus on price without understanding cover or excess levels. It is a design lesson, not evidence of current market prevalence. The review also found that consumers might assume a comparison site had assessed policy suitability for them. Read FCA TR14/11.
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For broader comparison-tool principles, the UK government’s summary highlights relevant and accurate service, accessible comparisons, clear information about customer requirements and products, and transparency about personal-data use. Read the government’s digital comparison tools summary.
How can language and assistance help customers continue?
Test terms and questions with customers, including explanations of limits, exclusions, excesses, and optional cover. Plain wording helps, but it does not by itself prove that someone understands a complex product. Give customers a practical way to get an answer when a term is unfamiliar, quote details need changing, or the journey cannot continue. Depending on the question, that may mean contextual explanations, a clear contact route, or human assistance.
Rank #4
Conversational assistance is one possible option, not a universal fix. OpenDialog’s 2026 case study about 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 vendor-reported result for one provider; it is not an independently validated trial, a 24-percentage-point increase, or a forecast for another insurer. Read the OpenDialog case study.
How should insurers test whether changes work?
Test the journey across devices, operating systems, and relevant customer groups. The FCA says firms should assess whether digital journeys help customers understand products and features, and whether they include appropriate friction—time and opportunity to read and understand information. Track completion alongside comprehension and access to help; a faster journey that leaves customers unclear is not a better outcome.
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- Compare completion by step and device against the firm’s own baseline.
- Check whether customers can explain important cover features, exclusions, and excesses after using the journey.
- Review accessibility and outcomes across relevant customer groups, not only the average user.
- Confirm that customers understand how personal information is used, particularly in comparison journeys.
- Check whether assistance resolves questions without creating an avoidable switch to another channel.
The cited sources do not establish a universal target conversion rate, ideal form length, or expected return from redesign. Set a baseline for your own product and test changes with customer-outcome safeguards rather than adopting an unsupported threshold.
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