Insurance Quote Journeys: How Heatmaps Reveal Drop-Off Points

Introduction

For insurance providers, the quote journey is one of the most important customer touchpoints. It’s where prospects decide whether to continue, request a callback, or abandon the process entirely.

The challenge? Many prospects drop off mid-way. Long forms, unclear CTAs, or confusing layouts can cost insurers millions in lost premiums. This is where heatmap analytics changes the game.

🔥 Why Insurance Quote Journeys Struggle

Studies show that more than 70% of users abandon insurance quote forms before completion. The top reasons include:

• 📍 Forms that feel too long or complex


• 📍 Unclear instructions or jargon-heavy wording


• 📍 Hidden costs or lack of transparency


• 📍 CTAs placed in the wrong position

🎯 How Heatmaps Reveal Drop-Off Points

Heatmaps give insurers visual clarity on how prospects move through the quote journey. They reveal:

• 🔥 Where users click most — and where they ignore buttons


• 🔥 Which form fields cause the most hesitation


• 🔥 Where scrolling stops before completion


• 🔥 Misclicks on non-clickable elements

📊 Case Study: Auto Insurance Form

A leading auto insurer used CRMx heatmaps to analyze its online quote form. The findings showed that most drop-offs occurred at the “Upload Driving History” section.

By simplifying the upload process and moving the CTA above the fold:

• 🚀 Completion rates increased by 27%


• 💰 Average policy sales rose by 15%


• 📈 Bounce rates dropped significantly

🛠 Why CRMx Works for Insurance Teams

CRMx helps insurers optimize quote journeys with:

• 🔥 Click & scroll heatmaps to pinpoint bottlenecks


• 🎥 Session recordings to watch real user struggles


• 📊 Custom dashboards for marketing and underwriting teams


• 🚀 Data-driven testing to refine form design and CTAs

✅ Final Thoughts

Insurance is a high-intent industry — when users start a quote, they want answers fast. By using CRMx heatmaps and session recordings, insurers can cut drop-offs, speed up form completions, and write more policies.

🛡️ Ready to optimize your insurance quote journeys?
🚀 Request a CRMx Demo