Guiding Consumers Through Insurance Decision Maze | Karlo König from Kompare

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro-experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions. Check us out at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Karlo from Kompare, head of marketing with them. How are you doing today?

Karlo König: Fine. Good.

Ernesto: Yeah, I’m doing great, Karlo, thank you so much for being here with us. And, well, I’m sure our listeners are tuning in, wondering what Kompare is all about. So in your own words, tell us a little bit more.

Karlo: Sure. Yeah, so Kompare HR is Croatia’s biggest price comparison website. We help people choose and buy different kinds of insurance and telecommunication services. So we are B2B2C-oriented and we try to save our consumers time and money by choosing Kompare.hr.

Ernesto: Okay, perfect. I’d love to hear that from you. And so that way, our listeners get a good understanding of Kompare.

Karlo: Exactly.

Ernesto: What would you say is the key problem you guys like to solve for clients?

Karlo: People don’t really know or shop around for insurance and telecommunications. It’s hard to compare different options. You need to go to physical stores, wasting time to save a little bit of money. Also, people don’t understand the difference between insurances and why some cost less or more. Prices change daily or weekly, and what might be the best fit for me may not be the best fit for someone else. So it’s not one-size-fits-all. What we do is let users input necessary information on our website, then show them all the offers on the same page, and they can choose the one that fits best. If they need additional help, we have a call center and dedicated agents for each category. They can talk to us, and we help them choose before continuing their journey on our site to buy insurance or telecommunications.

Ernesto: Thank you so much for sharing that. So, Karlo, is there a certain vertical segment you target? Is there an ideal ICP for Kompare?

Karlo: Yes, we are B2B2C-oriented, so we’re direct to consumers. Our main product is car insurance, so car owners are a primary segment, especially those who are digital-first and price-sensitive. For telecommunications, it’s basically all adults, since most have cell phones or need internet.

Ernesto: Great to hear that. For listeners who are tuned in, go ahead and visit you. They can check you out at Kompare.hr. What role does the website play in client acquisition?

Karlo: It’s crucial. It’s the beginning of their journey, guiding them through the whole process. We don’t have physical stores, so the website is the main point of entry. We are the biggest comparison website in Croatia, actually creating the market here. So we first need to educate users about the service, how it works, and that it’s free for them. Then, when they enter information, the website needs to be simple and clear, letting them compare, answering their questions, and guiding them all the way through the buying process. Our website is our main tool.

Ernesto: Great to hear that. Are there any tools, tips, or methods you’d recommend for website lead generation?

Karlo: Yes, we do lots of A/B tests. When you think you know something, test it, because sometimes you’re wrong. We also use Crazy Egg to screen-record user activity, of course, anonymized, to see pain points. After that, we reach out to certain people to see how we can improve. Since insurance is something you buy once a year, users don’t get used to the buying journey, so it needs to be straightforward.

Ernesto: Definitely. Well, let’s switch gears a little, Karlo, and talk about you as a leader. Being the head of marketing for Kompare, what are some key tasks you focus on in your day-to-day work?

Karlo: Number one is managing my team—ensuring everyone knows their tasks, giving their maximum, and that I’m at their service. Second is collaboration with different teams, primarily product and sales, so we’re all on the same page, supporting each other. Lastly, I’m always looking for ways to either increase website traffic, conversion rate, or reduce acquisition costs to make our marketing more efficient.

Ernesto: Great to hear that. So, how do you stay up-to-date with marketing trends and strategies? Is there a preferred channel you use?

Karlo: Lately, I’m using Twitter, or rather X, a lot. The algorithm knows me well and gives me a lot of marketing, product tools, and case studies. For the local community, I use LinkedIn, where I focus more on Croatian leadership and what Croatian companies are doing. Besides that, whenever I travel, I listen to podcasts or audiobooks, trying to stay ahead in marketing.

Ernesto: Thank you so much for sharing that. Let’s jump into our rapid-fire question round. Are you ready?

Karlo: All right, perfect.

Ernesto: First off, what’s the last book you read?

Karlo: I mostly listen to books while traveling. The last one was 100 Million Leads, as acquisition and lead generation are big for us. Very useful and straightforward.

Ernesto: Great recommendation. If there were no boundaries in technology, what’s one thing you’d like fixed in your role as a marketer?

Karlo: Personally and business-wise, I’d love a personal AI system as a second brain to remember tasks, handle reminders, summarize emails, etc., so I can offload those operational things and focus on creative tasks. I think we’re heading there, but it’ll take a few more years.

Ernesto: I’d agree. Is there one repetitive task you’d like to automate?

Karlo: Ideally, handling emails—reading, summarizing, and answering on my behalf but in my tone, knowing what needs attention and what can be ignored.

Ernesto: Perfect. Lastly, Karlo, you have a lot of experience in marketing, but what’s one thing you’d want to change for your role today?

Karlo: We need more educated people willing to take risks and try new things. It’s hard to find a good fit in marketing, though there are many marketers out there. Every business needs creative, out-of-the-box thinkers in marketing. More people who are willing to learn, take risks, and grow.

Ernesto: Great advice, not just for yourself but for our listeners too. We’re coming to the end of the show, Karlo. Before we go, what’s one thing you’d like listeners to remember about Kompare?

Karlo: Start each day as if you know nothing, and be ready to learn and improve. That’s how you get better every day.

Ernesto: Absolutely. Listeners, check them out at Kompare.hr. Karlo, thank you for being on with us today, and thank you to our listeners. I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot.

Karlo: Thank you.