► travel insurance online - nz seo reach 2014
TRANSCRIPT
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
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Calculating share of search
• Rankings Based Reach (RBR)* provides a simple way to compare a
website’s search engine rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a
website will receive for a set of phrases – this gives the sites share
of search or reach.
• It is weighted based on the popularity of each search phrase and the
relative click through rate (CTR) of each ranking position.
Source: Rankings Based Reach (RBR) is a methodology developed by First, http://www.firstdigital.co.nz
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Selected sites
Leading New Zealand travel insurance sites were selected for Ranking Based Reach
(RBR) performance analysis.
Sites
1cover.co.nz kiwibank.co.nz
aa.co.nz nzi.co.nz
airnewzealand.co.nz pic.co.nz
ami.co.nz southerncross.co.nz
amp.co.nz state.co.nz
anz.co.nz statravel.co.nz
asb.co.nz tower.co.nz
bnz.co.nz travelinsurancedirect.co.nz
crombielockwood.co.nz tsbbank.co.nz
flightcentre.co.nz webjet.co.nz
harveyworld.co.nz westpac.co.nz
houseoftravel.co.nz
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What are people searching for?
Source: Google Keyword Tool, New Zealand exact match, June 2014
In order to investigate which websites are leading in search we researched frequently used
travel insurance - related phrases.
Search Phrase
Local
searches
per month
travel insurance 9900
cheap travel insurance 480
best travel insurance 90
cheapest travel insurance 90
travel insurance comparison 90
travel health insurance 40
travel insurance for australia 20
travel medical insurance 20
holiday travel insurance 10
what does travel insurance cover 10
Total searches per month
10,750
Total searches per year
129,000
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Google: Search engine results page 1 What the consumer sees: The top of the Google search results page for a search on “travel insurance”
Air New Zealand, and
STA Travel are also
very prominent within
paid search. In total
there are 11
companies ranking in
the paid search
results.
That represents the
maximum allowable
amount for the 1st
Page and is an
indicator that this
market is highly
competitive.
Southerncross (SCTI),
1Cover and Travel
Insurance Direct are
consistently ranking in
the top 3 positions for
the paid search results
for the term “travel
insurance”.
In the organic search
results a large variety
of the analysed
companies rank on
Google’s first page
Despite ranking well
for organic listings,
Southern Cross are
still investing heavily in
Paid Advertising which
allows them to
dominate the first page
with multiple listings
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0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10 11 12
paid organic
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
35% of users click
on the top organic
search result
Almost 95% of organic
traffic goes to the top 10
results
The importance of top rankings
Search engine position
Pro
po
rtio
n o
f clic
ks
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ran
kin
gs B
ased
Reach
Rankings Based Reach: Natural Search
Source of ranking data: Google New Zealand, www.google.co.nz, June 2014. * includes all websites under the relevant domain name (eg, including www.)
MASSIVE OPPORTUNITY
The RBR is below 2% for nearly half of all
analysed companies, which means that
there is a lot of room for improvement.
The RBR leader is Southern Cross
which reaches a fantastic RBR of
more than 90%. The closest
followers are AA and State. ANZ,
BNZ and Kiwibank rank on 8th, 9th
and 10th position.
Bigger insurance companies such as
Southern Cross, AA and State are
very present within search compared
to the smaller players who will need
sustained focus, if they want to
compete online.
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ran
kin
gs B
ased
Reach
Rankings Based Reach: Natural Search (Mobile)
Source of ranking data: Google New Zealand, www.google.co.nz, June 2014.
* includes all websites under the relevant domain name (eg, including www.)
MASSIVE OPPORTUNITY
A majority of companies are de facto not visible in
mobile search. There is a lot of room for
improvement.
Southern Cross also
maintains its leading
RBR position in mobile
search.
In mobile search, it is more important
than ever to rank on the first page.
Smart phones are frequently used as
shopping tools with 74% of NZ users
having researched a product or
service on their mobile device*.
*Source: Scary eCommerce Statistics , www.ecommerce.org.nz, June 2014.
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Search trends: Brand search volume
Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, June 2014
The chart illustrates that bigger players such as State and Tower show higher brand search volumes, compared to “smaller“ players, like Flight
Centre and STA Travel.
To combat being left behind, runner-up companies need to drive consumer brand recognition via search, display, social and email
campaigns.
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Yes No
Consumer Research: Do Kiwis travel insured?
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=1,889).
Question 1: Have you ever applied for travel insurance?
A large proportion (more than
80%) of Kiwis have applied for
travel insurance already.
One out of five respondents
mentioned that they have
never applied for a travel
insurance so far. This
number is surprisingly high.
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
I don’t travel I take the risk of being uninsured
Too expensive Insured through my Bank or Credit Card
Company
Do not cover my health conditions
Buying process too difficult
Consumer Research: Being uninsured
Question 2: Why did you never apply for travel insurance so far?
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=371).
The main reason was the fact that
respondents just did not travel,
followed by a significant amount of
people who mentioned to take the
risk when travelling or said it was
too expensive.
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Directly go to the website of a
known insurance provider
Call my known insurance provider
Search for insurance
information on Google
Seek recommen-dations from
friends or family
Visit the physical branch of a
known insurance provider
Visit other insurance related websites (such
as interest.co.nz)
My Doctor Other (please specify)
Consumer Research: Finding information
Question 3: Typically, where is the first place you go to find
information or advice about a travel insurance?
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=1,740).
Most Kiwis go to the website of
a known insurance provider to
find information concerning
travel insurance. A significant amount of
respondents mentioned
that they would find advice
or information through
their travel agent.
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3.50
3.70
3.90
4.10
4.30
4.50
Reputation and credibility
Transparent policy
Price Convenience (ease of dealing, quick and prompt
etc)
Range of cover options
Responsiveness of agent
Discount packages (for more than one
insurance at the same provider)
Professional advice
Consumer Research: Most important when considering an insurance
Question 4: What is most important to you when considering
a travel insurance? (Rank the following on a scale of 1-5, 1
being least important, 5 of great importance)
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=1,421).
Interestingly, Kiwis perceive
reputation and credibility as
most important when
considering travel insurance,
followed by a transparent
policy and the price.
Surprisingly,
professional advice is
the least important
factor mentioned by
respondents.
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Online Make a branch visit Via a call centre Other (please specify)
Consumer Research: How do Kiwis apply for insurances?
Question 5: How do you usually apply for travel insurance?
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=1,409).
By far most Kiwis apply online
for a travel insurance. Only 1
out of 9 directly phone a call
centre.
Most respondents in the
“Other” section mentioned
that they would contact
their travel agent or they
would receive cover when
using their credit card for
buying a trip.
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
15
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
I am happy with the service
Explain options clearer Be more concerned about the customer
Staff should be better trained to give qualified
advice
Deal with sensitive information better
Consumer Research: Improvements to be made
Question 6: What, if anything, would you like to see travel
insurance providers do to improve their services?
This representative survey was carried out by 3Di Research on
the Great Sites platform June 2014 (n=1,751).
42% of all respondents are
happy with the service, travel
insurance providers offer.
Improvements can be made
through explaining options clearer
and also by being more concerned
about the customer.
• Currently, Southern Cross stands out in the search landscape followed by AA, and State
capturing a big proportion of the demand thanks to prominent organic and paid search
presence.
• An Insurance Council research of 3000 New Zealanders who travelled overseas last year
found 22 per cent of those who went to China and 18 per cent of those who went to
Australia had no insurance at all.* Educating travellers on the necessity of being insured
abroad should form part of a key customer acquisition strategy.
• Search results are broadly dispersed among a wide range of competitors, even more so in
mobile. In this competitive insurance market, retailers are missing out on what is probably
the most cost effective marketing channel by not investing in a robust and smart search
strategy.
• Surprisingly, in our survey we revealed that Kiwis think reputation and credibility is the most
important factor when considering travel insurance, followed by a transparent policy and the
price. Companies need to continually improve their trustworthiness, especially through
online touch points.
• Nearly 6 out of 10 Kiwis apply online for a travel insurance, which shows the high
importance of being visible online and of offering a great user experience.
• A considered digital strategy that integrates both organic and paid search should be
a key customer acquisition and revenue driver for travel insurance providers.
Summary &
Observations
Travel insurance
* Source: NZ's top travel insurers, http://www.nzherald.co.nz, June 2014
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