How to get more conversions from aggregators (price comparison websites) in insurance?

You get more conversions from aggregators in insurance, the price comparison websites (PCWs) like MoneySuperMarket and Compare the Market, by winning on the four levers a comparison result is judged on: price position, brand recognition, product presentation, and what happens after the click.

Start with quotability. Every aggregator maps its question set to your rating factors, and small mapping errors quietly misprice risks across whole segments, pushing you down the table or winning business you priced wrong. Audit the mapping panel by panel, and mystery shop your own quotes on common risk profiles regularly.

Price gets the click, but brand converts it. At similar prices buyers pick the name they recognise, which is why PR, advertising and review scores done away from the aggregator lift conversion on it. Product ratings and cover details shown in the results table swing decisions too, so present the strongest honest version of the product.

Then close the gap after the click. A large share of people research on comparison sites but finish elsewhere, put off by unclear cover, doubts, or wanting a human. Honour the quoted price exactly, prefill what the aggregator passed over, never re-ask answered questions, and offer a visible phone option for the hesitant.

Finally, run each aggregator as its own channel. Track click-to-sale, price position and cancellation rates per panel, because the same product often performs very differently across them, and the fixes are panel-specific.