Visitor-to-Lead Rate · Insurance (Consumer Aggregators, Quote Sites)
Insurance (Consumer Aggregators, Quote Sites) Visitor-to-Lead Rate
The 2024 percentile distribution for Visitor-to-Lead Rate in the insurance (consumer aggregators, quote sites) vertical, sourced from WordStream 2024.
Below the median? The 3-step fix
Anything under 6.2% is bottom-half for visitor-to-lead rate in Insurance (Consumer Aggregators, Quote Sites). Top quartile starts at 12% (5.8 points away). These are the three changes with the best published evidence behind them at this funnel stage.
- Value Before Ask · +5–20% typical liftDelivering genuine value to the user — a calculation result, a free tool output, a useful answer — before requesting any commitment.
- Micro-Commitments · +5–15% typical liftStarting with a small, easy ask before requesting a larger commitment.
- Social Proof · +2–15% typical liftDisplaying evidence that others have made the same decision — reviews, ratings, testimonials, user counts, or 'X people bought this recently.
Lift ranges are the published figures on each pattern page, with the study they come from. Deeper walk-through: Visitor-to-lead rate benchmarks.
Where does your rate sit?
Source: WordStream 2024 · 2024
Notes
WordStream 2024 Insurance category. Insurance quote requests are the prototypical high-CVR B2C lead form — users know they need insurance, want a price. Top performers use instant-quote tools to achieve 10-20% CVR from paid traffic.
Source
Source data published 2024 ·
Curated by Paulo de Vries, operator of ConversionBench. Every benchmark links to its primary source.