Easy-to-Use Websites Rev Up Auto Insurance Customers: New Research by Web Mystery Shoppers
Usability research on 13 major auto insurance company websites finds that ease of use is the most important factor in getting users to recommend websites to their friends. Sales of auto insurance online are still being stalled by excessive error rates and inefficient quoting processes. Website usability was best at Esurance and Progressive.
Edmonton, AB (PRWEB) July 25, 2006 –- Prices are important in winning auto insurance customers online, but even more important is how easy the company’s website is to use, according to new research by Web Mystery Shoppers International Inc. (www.webmysteryshoppers.com). There was a 98% correlation between how the 233 mystery shoppers answered the question “How easy was it to find what you were looking for on this site?” and whether or not they would recommend the site they reviewed to a friend.
The research, which tested the usability of 13 auto insurance websites, was an update of a 2004 usability study. “Competition has improved the overall quality of the sites since 2004,” said Tema Frank, president of Web Mystery Shoppers International, “but users are still getting way too many errors and complaining that companies are asking for irrelevant information.”
Overall 45% of the 233 site users reported getting errors (about the same as the 47% in 2004). At one site 65% of users got errors! The sites that ranked best overall in the study, however, had far fewer errors than the norm: 21% at Progressive and 24% at Esurance.
“The competitive picture in this industry is still in flux,” said Ms Frank, noting that some of the top performers from the 2004 study were near the bottom now. Particularly hard hit were companies that do not let consumers complete the application process online. “There are still people who don’t want to enter personal information online, but those who are willing get pretty annoyed to discover at the end of filling out page after page of questions that they still have to speak to someone to finalize the process!” she added.
22% of the users say they have previously bought auto insurance online, though 59% say they have “shopped for” auto insurance online, suggesting that the sites play a key research role for consumers.
The following companies’ web sites were studied in both years: AIG Direct, Allstate, American Family, Esurance, Geico, GMAC, Insure.com, Insweb, Liberty Mutual, Progressive, State Farm, Travelers, and Unitrin Direct.
The Executive Summary of the auto insurance online usability study is available free for download at http://www.webmysteryshoppers.com , and the detailed results can be purchased by completing an order form attached to the summary.
Web Mystery Shoppers International Inc. helps companies increase sales and lower selling costs. By using large numbers of trained, paid testers, who work from their own computers and provide detailed, page-by-page feedback about their experience, clients are given insight not only about the website's usability, but about differences in user perception based on variables like computer and browser systems and Internet experience. www.webmysteryshoppers.com Toll-free: 1-866-211-7027.
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