The question still remains whether a critical mass of consumers will actually purchase insurance online-not just research options and get quotes. But 21st Century Insurance Group is betting they will.Even with that belief driving its e-commerce strategy, however, the Woodland Hills, Calif.-based personal auto carrier hasn't been passively waiting for consumers to get accustomed to the idea of buying their policies online.

Instead, the company has been using online marketing analytics for three years to help its marketing group fine-tune the corporate Web site so visitors move easily along each step of the process-from indecision to action.

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