Results now out from UK’s first four-dimensional customer experience benchmark
The first wave of the Global Reviews pioneering 4CE Website Benchmark study has now been completed in the UK, and home and motor insurers in the market will soon have the ability to discover how their online customer experiences measure up to their competitors.
The research will provide insurance companies with unparalleled insight into how their potential customers go about purchasing home and motor insurance online and how they can remove some of the key conversion obstacles. The report synthesises the results from an expert web audit, a customer audit of the site’s experience and functionality, buying behaviour insight and a customer survey to product a four dimensional view of online customer experience.
According to the research:
- The overall customer experience offered by many UK insurance sites is largely inadequate. In both studies, there was also a considerable difference in score between the top site and the bottom scorer, suggesting that for many sites, there remains a lot of opportunity to improve. Leading the market is LV, which scores highest in the motor results, though Aviva and More Than exceeded their score in home insurance.
- Many sites struggle with offering an efficient user journey to research product ranges; consumers suffer longer than necessary research paths, with extraneous pages and unnecessary back steps in order to find, understand and compare product offerings.
- A key problem for many sites is supporting users in their final purchase decision; this scenario generates the lowest average score in both home and motor insurance surveys. Key issues include facilitating comparisons between products, getting a personalised quote and providing “why choose us?” content at all relevant points in the customer journey.
- Consumers are often very unsatisfied with the online experience of understanding specific product details; insurance policy details such as will the insurer offer me a courtesy car?, or will the insurer match new for old goods in a damage claim? were often hard to locate, maybe being hidden in PDF policy documents only clearly linked at the end of the quote process.
- No site in the survey received a positive Web Promoter Score (WPS); measured in the same way as Net Promoter Score, asking users whether they would recommend the insurers site, no site garnered more promoters than detractors. Currently, no home nor motor insurance website would be recommended by users to their friends and family.
UK consumers are struggling to research and buy insurance online, hampered by websites that fail to provide the relevant information and tools, and that offer a poor experience. However, in many cases, small changes to the customer journey could improve this experience – and therefore online conversion.