Optimizing the Small Business Insurance Purchase Journey CHALLENGE An insurance company wanted to determine the best way to present a new insurance product for small business owners during the online quote request and purchase journey. APPROACH We conducted a series of remote in-depth interviews with a variety of small business owners.In order to understand how different presentations of the new product impacted their decision, we explored the end-to-end purchase journey to identify key touchpoints for delivering general and specific information about insurance products. OUTCOME Discovered the necessary and required information for making a purchase decision and developing customer loyalty and trust Identified the criteria for influencing a successful upsell Redesign of the quote path to a

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