Online Auto Insurers Get Scientific with Consumers

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Insurance retailers push convenience to the next level with cutting edge research.

Despite advances, not all online auto insurance sites are created equally. Highly focused attention to consumer experience has certainly pushed the top performers further ahead. But consumers still hit bumps along the way even on the best sites

A few years ago if you were brave enough to go online in search of a new auto insurance policy what were you likely to encounter? Extreme frustration. Web sites nearly impossible for the average person to use were the norm. Not so today. Leading insurance retailers now practice what might be considered hyper usability, constantly seeking ways to make their sites easier, more persuasive and more informative than the competition. It's a task that has no end.

All this attention to ease of use has raised the bar and upped the ante for anyone attempting to sell auto insurance online. According to the new report released today by web researchers Change Sciences Group, insurers have come a long way, but all still have some distance to travel. "Despite advances, not all online auto insurance sites are created equally. Highly focused attention to consumer experience has certainly pushed the top performers further ahead. But consumers still hit bumps along the way even on the best sites," said Steve Ellis, a leading expert in web site ease of use, and one of the authors of the report.

To download a detailed fact sheet about the research visit:
http://www.changesciences.com/autoinsurance.

Data highlights from the research include:

  • 37% of sites have content problems that make information hard to understand for some users
  • The top performer has more than one times less navigation and scrolling than the average for its rate quote
  • The average site requires 1.2 times more data entry for its rate quote than the top site

For more data like this download the research fact sheet at:
http://www.changesciences.com/autoinsurance.

According to the Change Sciences Group, the three best sites overall are: Esurance, Progressive, and Unitrin Direct.

Other sites included in the research are: 21st Century, AAA California, AIG Direct, Allstate, Amica, Farmers, GEICO, GMAC Insurance, Liberty Mutual, Mercury, Nationwide, Safeco, State Farm, The General, The Hartford, and Travelers.

About Change Sciences Group:
Change Sciences was founded in January 2000 to help business, government and non-profit organizations match web development to user needs. Clients include some of the world's most innovative organizations, including the United States Department of Agriculture and Bank of America.

Contact:
Rhonda Mills
Change Sciences Group, Inc.
888-864-1160 x731
http://www.changesciences.com

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