Online Competition for the Consumer Heats up for Auto Insurers

Big New Players Have Entered the Arena in the Last Six Months; Consumer Experience Sub-Par on Many Sites

New York, NY (PRWEB) May 9, 2007 -- Online car insurance no longer belongs to direct-to-consumer players like GEICO and Progressive, according to a new report released today by online customer experience research firm Change Sciences Group. Over the last six months, four more carriers (American Family, Liberty Mutual, Nationwide, and Travelers) now allow consumers to buy an auto policy online.

To jump to report details visit:

http://www.changesciences.com/cgi-bin/reports.html

Carriers are getting increasingly sophisticated in the ways they test their sites with consumers. Usability testing (a technique that allows researchers to see where users get stuck or have questions) is becoming more widespread. But making the site more usable and informative (and persuasive) than the competition is still an ongoing struggle.

According to the report:

- 38% of online auto insurance rate quotes are missing at least one key piece of information that consumers want to see

- 79% of online rate quote processes have at least one usability problem

- The longest online rate quote process is more than 2.5 times longer than the shortest

- 88% of online buy processes have at least one usability problem

"As more carriers go direct to the consumer online, the pressure to improve online customer experience increases. The best sites are constantly looking for every little advantage," said Steve Ellis, a Change Sciences partner.

The three best auto insurance web sites overall are currently:

1. GEICO

2. Progressive

3. Esurance

Sites evaluated in the report include: 21st Century, AAA California, AARP/The Hartford, AIG, AIG Direct, Allstate, American Family Insurance, Amica, California State Automobile Association, Esurance, Farmers, GEICO, GMAC Auto Insurance, Liberty Mutual, Mercury, MetLife, Nationwide, Progressive, Safeco, State Farm, The Hartford, Travelers, Unitrin Direct and USAA.

For a detailed overview of the report including sample data, the report table of contents, and the complete ranking of all 24 sites visit:

http://www.changesciences.com/cgi-bin/reports.html

About Change Sciences

Change Sciences was founded in January 2000 to help companies improve online business by basing decisions on how people use technology while they live, work, and play.

If you would like more information about this topic or would like to talk with Steve Ellis, please call Odry Carrera at 888-864-1160 x727.

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