Don’t Be Pushy About Collecting Data from Website Visitors

Doing business over the internet has proliferated to the point where prospects and customers not only have an expectation that they can conduct business using their computer (or laptop or tablet or smart phone), they are likely to look askance at a company that that does not have an online presence, wondering what else is “lacking.” Thus, insurance agency websites are a given for sales and marketing as well as providing interactive service and support functions. At the same time, consumers are often leery of sites where they are required to put in personal data—they want the assurance that the information they provide is safe and secure. With major breaches occurring with depressing regularity, people’s confidence that their content will be contained appropriately is waning. And if they aren’t comfortable with providing their information, it’s impossible to follow up on them and convert a prospect to a customer. So, bottom line, make people feel safe.

Think security first

Safety is to one’s website as a foundation is to a house. It might not have the sizzle and gratification that the visual elements provide, but the whole thing collapses without the foundation, even though one can’t see it. And so, consider the following tips to keep the company’s and the visitors’ statistics out of the hands of hackers:

Create and manage strong passwords. Using a combination of upper and lower case letters, numbers and symbols that is several characters long is far better that something like “password” or “12345” which—believe it or not—is extremely common among users. Store them securely (writing them down on a notepad next to the computer rather defeats the purpose), change them frequently, and do not allow sharing among employees.

Be thoughtful to visitors

With all the fraud and selling of personal information that is so prevalent today, people are understandably wary about revealing their details at every turn. In fact, many are turned off if they are required to enter an email address or other contact information before they can view what they’ve come to the site to see, and would rather just leave and find it elsewhere than provide it. So make it easy for people to navigate as many pages as possible before hitting them with a requirement to key in their personal facts on insurance agency websites.

 

photo credit: Mike Gdovin cc

Frank