Leading Motor Insurers Driving Online Customers Away
Many leading motor insurance websites are failing to capitalise on the online sales opportunity by making it too difficult for drivers to get a quote online, according to a new industry benchmark report. Ambiguous forms, a lack of clear information and difficult to follow quote processes are some of the critical errors identified in ‘ Driving Online Sales for Motor Insurance ‘ published today by usability specialists Webcredible.
The report evaluates the websites of 20 UK motor insurers against 20 key usability criteria, awarding each a Web Usability Index rating out of 100[1]. Only half of the motor insurers achieved a score of over 55 in the study. Quin Direct, Hastings Direct and the AA topped the Index with scores of 76, 69 and 69 respectively, providing easy to follow quote processes, consistent formatting and explicit instructions to enable users to easily understand and navigate the website.
However, many big
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