Ideas & musings about consumer behaviour

Motor insurance quote forms are too long according to 31% of consumers

motor insurance

The most common issue faced by consumers when applying online for motor insurance revolves around the length of the quote form and how long it took to complete it with 31% reporting it as being a problem.

Two key questions asked by insurance providers are:

  1. How should I set the quote tool?
  2. What is the impact that the layout has on the actual and perceived length of the form?

Essentially, should it be one question per page with a longer click journey or should the form be presented on one long page in an accordion format?

In reviewing the presentation of the quote form including how many questions are asked and how many pages of questions there are – we gained some insight as to what is making consumers more satisfied and likely to complete the form and go on to purchase a policy.

Churchill and Direct Line both use the same quote tool which contains all questions within the one page.  Additionally, there are fewer questions within the quote form than any other site assessed with just 32 questions on a single page required to get a quote compared to LV= and Admiral who have 40 and 48 questions respectively presented across three pages.

Based on the quote experience, consumers were asked their likelihood to buy from a particular brand. Direct Line and Churchill had the highest proportion of consumers stating that they felt the website met their needs and they would choose the brand as their provider at 14% and 10% respectively.

Fewer questions in quote form equal more likely to buy

Despite having the shortest quote forms, consumers on Churchill’s and Direct Line’s websites still held concerns over the length of time the quote took.

View our webinar – Optimising the quote process & improving customer expectations

Covering all aspects of the quote form including the impact different question formats (radio button, drop down, text entry) have on the physical and cognitive effort to complete the form.

For more insights download our FREE industry report.

Motor Insurance quote process

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