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Sign-up / enrollment journey (drop-offs)

Business question
When and why do prospects abandon their sign-up?
What's at stake
For an insurer whose online auto funnel brings 1,000 prospects a year to the payment step: 38 to 76 more policies sold, or $91k to $182k in annual premium gained.
Data required
Sign-up funnel logs (steps, timestamps, drop-off), support verbatims if contacted during the journey.
Sample result
Funnel map with drop-off rate per step and prioritized friction hypotheses.
Demo · 1 min
Illustrative scenario

Consider an auto insurer whose online sign-up funnel brings 1,000 prospects a year to the payment step. Analyzing funnel logs and support contacts shows that the payment step accounts for most drop-offs.

MetricBeforeAfter
Drop-off at the payment step38%32.3%
Policies bought online per year620677
Premium lost at the payment step, per year$912k$775k
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