Jornaya — a Philadelphia-based consumer shopping tracking firm — has data suggesting that life insurers might be more effective at turning website visitors into prospects than mortgage lenders are.
Speakers raised that possibility in a slidedeck based on a small slice of private Jornaya shopping process data.
(Related: 7 Phases of the Perfect Client Funnel)
Jornaya works with lead-generation companies that serve mortgage lenders, personal loan companies, insurers and other companies. The company recently organized an event that featured presentations from marketing and lead analysis specialists at Datalot, eFinancial, RateMarketplace and LoanDepot.
One topic the speakers discussed was lead throughput, or the likelihood that a consumer who landed on the first page of a lead funnel website would actually “become an official hand raiser” and submit a lead form.
Throughput for insurers increased to 26% in the first quarter of this year, from 22% in the first quarter of 2017, according to Jornaya lead analysis data used in the event slidedeck, which Jornaya provided to ThinkAdvisor.
Throughput for mortgage lenders increased to 18%, from 13%, over that same period.