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Home arrow Market Research Findings arrow Insurance Research arrow UK Insurance Websites Fail To Provide The Most Basic Level Of Customer Experience
UK Insurance Websites Fail To Provide The Most Basic Level Of Customer Experience PDF Print E-mail
Written by Global Reviews   
05 Mar 2012
According to New Study by Global Reviews Online Customer Experience, and Final Conversion, can be Improved by Fixing Four Key Usability Flaws

Most brands in the UK insurance market are failing to provide even the most basic required level of online customer experience, according to the quarterly UK Insurance Benchmark Survey by Global Reviews, the world’s leading provider of advanced online customer experience insights.

The quarterly survey looks at several hundred online criteria designed around the needs of consumers researching and applying for insurance online. These criteria include whether the site enables users to trust the provider, whether the site gives users all the information they need to get a quote and apply, as well as looking at the site’s coverage of products and support for users if they need help

“The benchmarks conducted in Q3 2011 found that the average UK insurance site scored well below the minimum required to be deemed to be meeting consumer needs, suggesting that the UK insurance industry overall struggles to meet customer expectations,” says Rebecca Jennings, Global Reviews’ Senior Client Advisor. “Across the specific industries examined – life, health, motor and home – just a handful of UK insurance provider’s sites satisfied sufficient criteria to be meeting a basic level of customer needs. The highest scoring brand overall was LV, whose sites all just exceed the basic score required, with Aviva not far behind across most sectors, though AXA’s health site was the best health insurance site examined.”

Looking at the priority issues revealed by the benchmark, Jennings identifies four significant pains that need addressing:

Providing users with all the information they need to actually go through the quote and buy process. When users sit down to complete a quote form, it’s vital to minimise the chance of their abandoning it to look for information or solve a problem. Unfortunately, few sites link to a comprehensive help area from within the quote application itself, and none allow users to search and read the FAQ from within the quote page, meaning that if users have a question they are forced to leave the quote process to read another page. Most users – more than 50 percent – go straight to the quote process, bypassing the in-depth product details. Insurers need to give these users an overview of the benefits of their products and links to product detail pages from within the quote pages, as well as clear links to terms and conditions such as the penalties for non-disclosure of relevant facts Using the pricing page to convince users to become a customer. On average, consumers get four quotes before making a final decision. However, the majority of sites surveyed failed to provide users with all the information and support they needed to make a final choice; for example,  few sites provide users with a  review of their personal information,  or a review of key advantages of the insurance over competitors. Why should users choose your brand over others they are getting a quote from?

Helpful self-service tools. Most online consumers, when faced with an issue or question, would prefer to find the answer online. Unfortunately, many insurance companies fail to help users to do this, for example, by asking the value of contents in their home or current value of their vehicle but failing to give users online tools to help them calculate these things. An exception is LV, which offers a comprehensive application which steps users through a room by room calculation of the value of their belongings. A comprehensive glossary, such as Churchill’s, is also a must.

Price and service comparisons. Potential customers will be comparing products, both by themselves and through comparison sites. An own-brand site is by far the best space to support and justify your price, but at present few insurance companies take this opportunity. Whilst direct price comparisons may be hard in some markets, every brand surveyed could improve their support and validation of “Why pick my brand?” as users complete their journey. “By addressing these quite basic design and functionality issues, UK insurers can easily and quickly enhance the experience of their online customers,” Jennings adds. “By truly understanding how their site performs – especially versus their competitors – insurers will achieve measurable competitive advantage in improving conversion rates. But the simple fact remains – that all UK insurers are all failing a long way short of the most basic usability standards – which is not only costing them wasted online investment, but most importantly, valuable new customers.”

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London, UK - 29 February 2012
Last Updated ( 05 Mar 2012 )
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