insurance2 min
ReplayApril 15, 2025Michiel Cassee
From friction to flow: how to turn your calculation funnel into a conversion accelerator
Optimize your calculation funnel by removing friction. Learn the five most common mistakes, psychological principles and benchmarking strategy to accelerate conversion.
Chapters
7Key Takeaways
- Add expectation management at the beginning and during your calculation path
- Use visual progress indicators to increase motivation and prevent abandonment
+7 more takeaways
What's covered
- 1
Introduction: why calculation paths are crucial
Welcome and explanation of why calculation paths are sensitive to friction and form a decisive link between orientation and conversion.
- 2
The importance of comprehensive customer journey benchmarking
Why looking only at your own website creates a blind spot and how benchmarking with competitors delivers real priorities.
- 3
Error 1: Lack of expectation management
The first pain point: users don't know where they are in the process and how long it will take, leading to early abandonment.
- 4
Psychological principles for visual progress
Four scientific principles that increase motivation: Zeigarnik effect, Endowed Progress, Goal Gradient, and Design for Fast Initial Progress.
- 5
Error 2: Too many questions and perceived effort
The second major pain point: how a critical review of questions and steps directly leads to conversion improvement.
- 6
Practical tips to reduce effort
Concrete methods: pre-fill by default, numerical keyboards, autofill, and smart choice support with advisory labels.
- 7
Mobile optimization and overlays
Specific focus points for mobile calculation paths and the proper use of overlays for additional information.
About this masterclass
Your calculation funnel can be your biggest conversion killer, but also your most powerful accelerator. In this webinar, Michiel Cossé from WUA reveals the five most common mistakes that cause visitors to drop off prematurely.
The problem: too much friction, too little flow
Many organizations only look at their own website, but miss 80% of the customer journey. Visitors compare different providers and their complete experience determines the final choice. A poor calculation funnel leads to the dreaded: "Let me check out the competition instead."
Scientifically proven solutions
The masterclass shows concrete examples from retail, energy and financial markets. You learn to apply four psychological principles that have proven to increase motivation:
- The Endowed Progress effect: give users a sense of progress from step one
- Goal Gradient effect: the closer to the goal, the higher the motivation
- Design for Fast Initial Progress: ensure quick wins at the beginning
A mortgage advisor significantly increased his conversion by simply removing unnecessary questions. Delta Energy reduced their energy package configuration from six to three steps.
Practically applicable
You receive a checklist to get started immediately. From expectation management to mobile optimization, from default filling to smart choice guidance. Everything based on thousands of consumer studies from 16 years of benchmarking experience.
The message is clear: stop guessing and start benchmarking. Your competitors are your greatest teachers for a calculation funnel that actually converts.
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