Twenty-five percent of calls to insurance companies end in a hang-up after an average of a two-minute wait, according to the “Financial Services & Insurance: 2015 Mobile Advertising Performance Report,” from the Marchex Institute, a division of Marchex Inc., a mobile advertising technology company.
The report considers phone calls from consumers to financial services and insurance companies that originate from click-to-call mobile-search advertisements, directories and mobile webpages, Marchex said, and measures consumers’ purchase intent, as defined by the length of the conversation and conversion rates. Agents and brokers did a better job of engaging callers, keeping customers on hold for a sixth less of the time and only reporting a 20 percent hang-up rate.
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