For most, the majority of marketing dollars spent to drive prospects to an insurer's website are lost. (iStock) For most, the majority of marketing dollars spent to drive prospects to an insurer's website are lost. (iStock)

Thanks in large part to companies like Google, Amazon and Kayak, consumers are accustomed to seeking multiple quotes for products and services before buying. Insurance is no exception, and the close rates online are well under 10%. This leaves a significant volume of non-converting consumers who seek alternatives elsewhere without providing any benefit to the insurer that initially paid to acquire the visitor.

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