Updated on October 26, 2026
Your insurance quote form is getting traffic, your campaigns are running, and yet most visitors stop before reaching the price. Those who do complete it sometimes leave a fake number, for fear of being harassed. And since August 11, 2026, an additional difficulty has arisen: without prior consent obtained according to regulations, your advisor is no longer allowed to make a sales call to that prospect. The form is no longer just a conversion tool. It has become the cornerstone of your compliance.
This article brings together what competitors address separately: conversion data on quote journeys, new opt-in marketing rules, the Insurance Distribution Directive (IDD), and health data minimization. It concludes with a product-specific question grid and a checklist to implement this week.
The short answer: A good insurance quote form first asks the questions used to calculate the price, one per screen, pre-filling everything possible, and only requests contact information when displaying the price. It clearly separates the request for a callback regarding this quote from the consent to marketing communications (unchecked box, personalized, valid for a maximum of one year), retains proof of this consent for three years, and does not collect any unnecessary health data at the quote stage.
Why do 8 out of 10 prospective insurance customers abandon an insurance quote?
Prospects abandon an insurance quote for three main reasons: too much effort before seeing a price, questions they don't understand, and the fear of being passed on to multiple brokers. Available figures place the abandonment rate at around 84% of the initial steps, compared to approximately 70% for an e-commerce shopping cart.
This rate, cited by FinTech Global using data from the platform propair.ai, relates to the US market. However, the causes described are universal. According to the analysis of quote paths published by Glassbox, nearly 75% of customers who tried to buy insurance online reported encountering a problem. And 42% ended up calling an advisor because they couldn't find the information online.
The second breaking point comes later, when the price is displayed. If it doesn't meet expectations and no explanation is provided, trust collapses. A form that took ten minutes to fill out only to deliver an opaque price generates far worse frustration than a quick abandonment.
The fear of calls remains. On a professional forum for American agents, a user asked how many calls to expect after an online quote. The agents themselves replied: between 5 and 20, because the same lead is resold to several firms. This reflex of mistrust explains the use of bogus numbers. Good news: in France, the 2026 reform provides you with a very concrete reassurance. We'll come back to this in the section on opt-in.
The structure of an insurance quote form that converts
The structure that converts best for an insurance quote follows a precise order: easy pricing questions, one per screen, then accuracy questions, and only at the end the contact details, just before the display of the rate or the callback request.
Eficiens, a firm specializing in quote-to-subscription processes, observes that well-designed express pricing tools, requiring fewer than five clicks, achieve conversion rates exceeding 50%. This is the model to aim for in the initial stage: a quick indicative price, which can then be refined.
Start with the simplest thing, not with identity.
The first question should be answered in a second. Type of accommodation, vehicle usage, number of people to cover. Asking for name, email, and phone number on screen 1 is tantamount to demanding a commitment before demonstrating any value.
This principle of gradual commitment is detailed with concrete examples in our article on the examples of multi-step quote forms. In insurance, it is even more crucial, as the number of pricing questions is high.
One question per screen, a progress bar
One screen, one action. Display a progress bar and a realistic estimated time ("2 minutes"). The prospect will accept fifteen questions if they see that they are making progress and that none are superfluous.
And that's where conditional logic makes the difference. A tenant doesn't need to see the issue of land area. A driver with no claims doesn't need to see the details of claims. Our guide to conditional logic shows how to hide these branches without coding anything.
Pre-fill instead of having people type
Every field typed is an opportunity for abandonment. Offer predefined choices rather than free text fields, address autocomplete, and pre-filling using public data whenever possible. The publisher Feathery cites a car insurer that reportedly gained 30% in conversions thanks to pre-filling: a figure provided by a salesperson, to be taken as a rough estimate, but the trend is confirmed by all the sources consulted.
Carefully craft the wording, field by field
A single poorly worded question can cost conversion points. Glassbox reports that An Post Insurance gained 6% in conversions by rewording a single question deemed confusing. At Esurance, a phone field that appeared to be already filled was causing a series of errors: once the display was corrected, these errors decreased by 80%, according to the case study published by Contentsquare.
That's why a formulation audit often yields better results than a complete overhaul. To learn more about these micro-optimizations, see our methodology for increasing the conversion rate of your forms.
What questions to ask depending on the product
A good insurance quote form only asks questions that affect the price or direct you to the right advisor; everything else can wait until you sign up. The table below distinguishes, by product, the questions essential to the quote from those that can be postponed.
| Product | Questions relevant to the quote | To be deferred to the policy application |
|---|---|---|
| Car | Vehicle (registration or model), use, postal code, driving license seniority, no-claims bonus/penalty, claims history over the last 3 years | Vehicle serial number, exact end date of current contract, detailed secondary drivers |
| Home insurance | Tenant or owner, type of accommodation, number of rooms, postal code, estimated value of furniture | Full address, inventory of valuables, detailed security equipment |
| Health insurance | Age and number of people to be covered, employment status (employee, self-employed, retired), desired level of coverage per category (optical, dental, hospitalization) | Social security number, bank details, current health insurance provider |
| Borrower's insurance | Loan amount and duration, age, smoking status, project (purchase, renegotiation) | Health questionnaire, when required |
| Income protection for the self-employed | Occupation, declared income by bracket, guarantees sought | Supporting documents, possible medical questionnaire |
A word about the last field on the form, often overlooked: the expiry date of the current contract. It's not used to calculate the price, but it tells the salesperson when to call back. Offer it as a choice ("in less than a month," "in 1 to 3 months," etc.), never as a mandatory exact date.
For mortgage insurance, the Lemoine law eliminated the health questionnaire for home loans under €200,000 per insured person, repaid before the borrower turns 60. A conditional question based on these two criteria is therefore sufficient to avoid the entire medical section for a large proportion of applications. This process is similar to the one we describe for credit lead forms.
Opt-in marketing: what the form must prove since August 2026
Since August 11, 2026, it has been illegal to call a consumer for commercial purposes without their prior consent: the insurance quote form has therefore become the place where this consent is obtained and proven. Bloctel has closed, and the opt-out system has given way to a system of explicit consent.
The reform stems from the law of June 30, 2025 against fraud in public aid, as specified by a decree of July 23, 2026, analyzed by Actu-Juridique. The biggest challenge for comparison sites and lead generators is that consent is now earmarked for a specific professional. The "open" lead model, resold to five firms, is no longer compliant.
The requirements, plainly
According to the DGCCRF fact sheet on telephone solicitation, consent must be:
- freely given, specific, informed, unambiguous and revocable;
- expressed by a clear positive action: no pre-ticked box, no pre-written statement that would constitute agreement;
- valid for a maximum of one year, without tacit renewal;
- proven by the professional, who keeps this proof for at least three years and must provide it to the consumer on request.
Authorized calls remain subject to regulations: from Monday to Friday, between 10 a.m. and 1 p.m. and between 2 p.m. and 8 p.m., a maximum of four solicitations are permitted per 30-day period. Penalties can reach €375,000 for a legal entity. Crucially, any contract concluded following an irregular sales call is void: the revenue from an entire campaign can therefore be jeopardized.
Two checkboxes, not one
Here's the best practice we recommend, which few forms actually follow: separate the callback request related to the quote from the consent to marketing. The former responds to an explicit request from the prospect for that specific quote. The latter authorizes future sales calls regarding other offers.
In concrete terms:
- Checkbox 1 (optional, unchecked): "I would like to be contacted by [firm name] regarding this quote."
- Checkbox 2 (optional, unchecked): "I agree to be contacted by telephone by [firm name] for insurance offers for 12 months. I can withdraw this agreement at any time."
Never make the display of the price conditional on box 2: imposed consent is not free. And name the professional. "Our partners" is no longer sufficient.
What the evidence must contain
A checked box proves nothing if you can't reconstruct it three years later. For each email sent, keep at least the following information: the timestamp, the exact text of the message displayed, the form version, the original page, and the designated professional. Add a consent expiration date to your CRM, ideally one year: without this field, your teams will inevitably contact someone whose consent has expired.
An often overlooked argument: this reform is also a conversion tool. Writing under the box, "You will only be contacted by [firm name], never by third parties," directly addresses the fear of 5 to 20 calls mentioned earlier. To understand how far France has gone, note that in the United States, the equivalent "one-to-one" consent rule was overturned by the courts in January 2025, at the request of a coalition of insurance marketing professionals.
Finally, it's important to note that in insurance matters, the call itself remains subject to the Insurance Code (article L112-2-2), which notably requires that the commercial nature of the call be disclosed and that it be recorded. The form does not exempt you from these rules; it simply makes them a prerequisite for accessing the form.
Data protection and health data: don't ask for too much, nor too little
The insurance quote form must collect enough information to understand the client's requirements and needs, as required by the IDD, without ever requesting health data or social security number that are not necessary at the quote stage.
Demands and needs: a free qualification
Since October 1, 2018, Article L521-4 of the French Insurance Code requires distributors to gather the client's requirements and needs before proposing a contract, and then to justify the consistency of their proposal. Many teams view this obligation as an administrative burden.
Turn it over. Two or three questions about your needs ("Which healthcare expense costs you the most?", "What makes you switch plans?") serve both as the basis for providing advice and as a qualification criterion for the salesperson. The advisor starts the call with context, not with an interrogation.
Minimize sensitive data
When it comes to supplementary health insurance, the temptation is strong to ask about medical history or current treatments. This is unnecessary: the CNIL (French Data Protection Authority) reminds us in its recommendation on minimizing health data in insurance, that sensitive data is not necessary for marketing purposes. The social security number, however, can only be used for specifically defined purposes.
The result: a health insurance quote can be easily tailored to your age, household composition, current plan, and desired level of coverage. Fewer fields mean less legal risk and more conversion options. For cases where a medical questionnaire is still required (e.g., borrowers outside the Lemoine scheme, or for life insurance), reserve it for the application phase, with a separate, explicit consent form.
After submission: callback, CRM and follow-up on drop-offs
A high-performing insurance quote form doesn't stop at the submit button: the lead must arrive in the CRM within seconds, with its consent status, and be called back within minutes.
The reason is simple. A prospect requesting a quote often compares several quotes simultaneously. The Lead Response Management study, conducted with MIT, estimated that a lead contacted within five minutes is 21 times more likely to be qualified than one contacted after thirty minutes. Legally mandated time slots (10 a.m.-1 p.m., 2 p.m.-8 p.m. on weekdays) make this timeframe more difficult to maintain: a form submitted on a Saturday cannot be followed up until Monday. Display it on the confirmation page, with a link to schedule an appointment, rather than leaving the prospect waiting for a call that never comes.
On the technical side, at a minimum, synchronize the product, the needs responses, the two consent statuses, and their expiration dates. Our article on integrating a form with HubSpot or Salesforce details the field mapping.
And what about abandonment? Glassbox estimates that 19% of users who leave a form return if the company contacts them again. However, be aware that calling a prospect who hasn't given their consent is now prohibited. Follow-up is done via email, and only if the address was entered with a legally valid basis. This is yet another reason to request an email address before calling. If you're buying traffic to populate these forms, our guide to lowering the cost per lead complements this approach.
Insurance quote form checklist
Before relaunching your campaigns, thoroughly review your insurance quote form against these twelve points. Each one can be checked in just a few minutes.
- The first question can be answered with one click and does not relate to identity.
- One question per screen, with progress bar and estimated time.
- Unnecessary branches are hidden using conditional logic.
- Predefined choices and address auto-completion instead of free text fields.
- Contact details requested at the end of the process, email before phone.
- No health data or social security number is collected at the quote stage.
- Two to three needs questions, useful for the IDD and for qualification.
- Request for callback and consent to solicitation are separate, boxes are not pre-checked.
- Professional named in the consent notice, duration of 12 months indicated.
- Evidence kept for three years: timestamp, exact text, version of the form.
- Consent expiry date synchronized in the CRM.
- Confirmation page which announces the actual callback time and offers a time slot.
Are you starting from scratch? Our lead form tool for insurance and mutual insurance companies includes ready-to-adapt journeys, and the page features of Blastform presents the building blocks used here: multi-step, conditions, integrations. You can test Blastform free or book a demo to audit your current journey with us.
Frequently Asked Questions
How many questions should an insurance quote form contain?
Use only as many clicks as necessary to calculate the price, and no more. For an initial indicative price, aim for fewer than five clicks: express pricing tools of this format achieve conversion rates exceeding 50%, according to Eficiens. Questions for accuracy follow, one per screen.
Is it still possible to call back a prospect who requested an online insurance quote?
Yes, provided they have given their consent through a clear affirmative action, without a pre-checked box, specifically in favor of your firm. Separate the request for a quote callback from the consent to marketing, respect the time slots of 10 a.m. to 1 p.m. and 2 p.m. to 8 p.m. on weekdays, and keep the proof for three years.
Can a comparison website pass the same lead to multiple insurers?
No more telemarketing: since August 2026, consent must be specific and designate a particular professional. A lead collected with the generic mention "our partners" does not allow a third-party insurer to call the prospect.
Should you request health information in a health insurance quote?
No. Age, household composition, social security status, and desired level of coverage are sufficient for a supplemental health insurance quote. The CNIL (French Data Protection Authority) reiterates that sensitive data is not necessary for marketing purposes, and its unnecessary collection increases both churn and legal risk.
Is a phone number required?
Only if you follow up on each request promptly and the prospect has consented to the call. Otherwise, make email mandatory, phone optional, and explain in one line why you require it: a single callback from your firm, never from third parties.