Why web analytics is crucial to insurance

The insurance industry is spending millions of pounds on great looking web sites offering a range of insurance, which is a crucial part of the business and an extension of the brand. But how well are they working? Measuring things is boring, says John Harrison , chief executive of Maxsi Ltd a provider of website analysis systems, but the interesting part is when you measure behaviour and try to serve up dynamic online content to take advantage of your new knowledge. For instance should you offer customers a “2 for 1” deal or “buy 1 get 1 free”? It means the same but which phrasing do people respond to? Web analytics, Mr Harrison says, is about measuring whether a company’s online business is working.