Boost Your Insurance Website Design with the 80/20 Rule

January 5, 2015

80/20 Pareto principle

One of the most cited business rules is the Pareto Principle. The Pareto Principle states that 80 percent of sales come from 20 percent of customers. You should apply this rule to your insurance website design. It can help maximize profitability.

Let's take a look at how the Pareto Principle can help you do so.

When applying the Pareto Principle to your website, start by reducing the content and features. Only the most relevant parts of your website that produce results for your primary goal should remain. For example, for most insurance websites the primary goal is to make more sales. Identify and remove 80 percent of the website elements that are least relevant to your sales goal. The 20 percent of elements that bring you the most conversions will become your focus.

You may wish to feature certain content or features of your website. However, if those items don't contribute to your sales goal, try removing them. You can always put them back if your results decrease. It may take some experimenting on your part to determine the areas of your website that produce the most profits.

Use Google Analytics to determine which pages or features aren't used. For example, if there is a particular call to action on your home page that produces a lot of conversions, make it the focus. Place that call to action in a section of the website that is visible without having to scroll down. Also, remove any distracting elements around it to make it more of a focus.

Be careful you don't overdo the 80/20 rule. Your clients may find some information or features interesting and helpful. Monitor the behavior patterns on your insurance website to find out what is most useful to your visitors. Keep the items that get used the most and simplify where you can.

When it comes to making a goal clear on your website, it is best to keep it simple. Simplifying your website can help you stand out from your competition. Many insurance agency websites are cluttered with non-helpful information. Consumers respond better to a simple website with well-defined visual goals.

The key to applying the 80/20 rule to your design is to focus on less while delivering more. The end result is a more powerful website design that produces higher conversion rates.

Got a question about how to simplify your website and apply the 80/20 rule? Leave a comment below.

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