UK Insurance Websites Fail to Provide the Most Basic Level of

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					   UK Insurance Websites Fail to Provide the Most Basic Level of
  Customer Experience, According to New Study by Global Reviews
 Online Customer Experience, and Final Conversion, can be Improved by Fixing
                          Four Key Usability Flaws


London, 29 February 2012 – 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:
1. 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


2. 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?


3. 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.


4. 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.”


Ends
For more information or to arrange an interview with Rebecca Jennings, contact:
Clive Savage, 020 7378 3472, clive@greenfieldscommunications.com


About Global Reviews
Global Reviews is a leading international customer experience research and insights company
servicing top tier clients around the world. In particular Global Reviews provide heads of marketing,
digital marketing, e-commerce and research with unparalleled industry data, competitor intelligence
and behavioural insights that help improve online sales conversion, customer satisfaction and
competitiveness. For more than 11 years Global Reviews’ benchmark and bespoke research
solutions have helped many of the world’s leading consumer brands across sectors to measure
customer touch-points – cross organisation, product and channel – to track, measure and
improve customer conversion and retention. To find out more, visit
http://www.globalreviews.com

				
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