Sam Chivers on How to Master Web Analytics for Your Website – MPAF46

Your website might only be a few pages describing your business and what you do.

Or it could be a larger site with that necessary information plus articles, videos and tools.

Either way, knowing your audience and what they want is a critical success factor for any website.

The best way to know your audience is through your traffic stats. You can buy packages or use Google Analytics. If you’re not and expert it can be difficult to get started and to know what to look for once you have analytics in place.

My guest today provides a master class in how to set up and interpret web analytics.

Hear Sam describe how to use Google Analytics and learn what is working for your customers and how you can amend your content accordingly.

Listen to Sam explain “bounce rates” and other web jargon term and how they can help you grow your audience and ultimately your business.

That’s all right here in episode 46 of the Marketing Protection and Finance Podcast.

Sam Chivers MPAF46

Who is Sam Chivers?

Sam is Head of Communication and Information at Financial Advice Network Ltd, a subsidiary of the Mutual, Shepherds Friendly Society which has been around since 1826

He’s also a qualified American Football coach having played and coached for the Edinburgh University team, and the Dundee Hurricanes.

Sam’s links:

Sam’s Favourite Books:

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Protection Insurance: 3 Steps to Fighting Against Confirmation Bias

It won’t happen to me. It’s too expensive. Life insurance companies will try to wriggle out of paying.

3 reasons repeatedly given by people why they won’t buy protection insurance (life cover, critical illness or income protection).

Protection Insurance

You’d think that with all the digital communications technology available, we’d be able to change these views. But they’ve endured for years despite evidence to the contrary.

Take the assertion that life companies will try anything they can to avoid paying out. Each year most companies publish their claims statistics showing this is clearly not true. Payouts are in the high 90 percents.

But look at the results of some recent research published by British Friendly.

They found only 2 per cent believe we pay income protection claims more than 90% of the time. And nearly 1 in 5 say we pay claims less than 20 per cent of the time.

Almost half believe we deliberately try not to pay them.

Why such a wide gap between what the public thinks and reality?

A Phenomenon called “Confirmation Bias”.

People seek information that confirms their view-point. If they believe that life companies deliberately wriggle out of paying, they can easily find articles, news reports and videos confirming they are correct. If they find any information proving they are wrong they’ll subconsciously ignore it.

The truth of the matter is there aren’t enough positive stories out there to balance out, or even override the negative.

Fighting against confirmation bias should be our number one marketing communications goal.

Here are three things we must do:

Stop believing the annual publication of claims stats, laudable as it is, reaches anything other than a few people, probably clients of advisers, outside of the industry. The public do not read Cover, FT Adviser or Money Marketing.

Start flooding the Internet with positive stories about paid claims and the families whose finances we’ve saved. The 7 Families campaign has the right idea, but 7 stories do not constitute a flood. Every provider and adviser must put out content, articles, videos, audio,  and interviews all building on the statistical truth that we pay claims with emotional stories showing the results.

Start using social media to drive Internet traffic to these positive stories so eventually, and it will take a long time, when people go looking for information to confirm their bias, they’ll find it harder to ignore the truth.

Digital communications technology means we can do this cheaply and efficiently. Come on. Let’s do it!

A question for you: What content would you like to see out there to help improve customer views about protection insurance? Click to share your thoughts on Twitter or Facebook or LinkedIn. And Google+ if you use it!

Paul Avis on How to Grow Group Life with the Auto Enrolment Land Grab – MPAF45

Why does Group Protection receive so little attention?

Whilst Individual Protection struggles to achieve growth, and seems locked into a pointless price war and complexity race, Group Protection looks to be gathering momentum.

Simpler products and processes show group providers are listening to customer feedback and embracing digital technology. But the spotlight still shines on Individual Protection.

My guest today is keen to change that. He’s already appeared on the MPAF Podcast talking about Auto Enrolment for Group Income Protection. Today he tells us about the opportunities in Group Life Cover.

Hear Paul talk about the his determination to grow Group Protection, the research he’s carried out and the simplicity he has championed for Canada Life’s product development.

Listen to his ideas on how to grow Group Life sales and take advantage of the Auto Enrolment “land grab”.

That’s all right here in episode 45 of the Marketing Protection and Finance Podcast.

Paul Avis on How to Grow Group Life with the Auto Enrolment Land Grab

Who is Paul Avis?

Paul is Marketing Director at Canada Life Group Insurance, and before that has had marketing roles at Legal and General, Unum and Aviva.

A keen sportsman, Paul notes his interests as Bath Rugby, Somerset Cricket, Swindon Town Football, Diving, and Skiing.

He also says he loves the Caribbean Island of St. Lucia and is about to get dual citizenship of the Caribbean by marriage.

Paul’s links:

Paul’s Favourite Books:

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