The majority of insurers included in a recent study did a poor job of responding to online inquiries.

Leads 360 Inc., Los Angeles – a firm that wants to sell insurers lead management software – has published that conclusion in a report on an analysis of 10 large life and property-casualty carriers’ websites.

The firm looked at 4 performance indicators: speed-to-contact for calls; speed-to-contact for e-mail; number of contact attempts for calls; and lead nurturing, for calls and e-mail.

Leads360 gave one A minus, 3 B minuses, 2 C’s and 3 D’s.

The firm found the widest variation in speed to contact.

Contacting a prospect within a minute improves lead conversion 391%, but the average insurer response time is about 2 minutes, the firm says.

- Warren S. Hersch