Top Insurance Home Pages Still Miss the Mark

July 7, 2006

Home page usability of many insurance companies isn’t up to par, according to a recent study. The study, conducted by Oak Park, Ill.-based Vox Inc., analyzed the positioning of key customer and user elements, such as insurance quote and “find an agent” functions. Each company was given a rating based on a set of usability and benchmark criteria.

“In most B2C industries, common standards evolve regarding the placement of major functional elements. P&C Insurance has lagged behind in developing those standards,” said Luis Serpa, Senior Customer Experience Consultant at Vox. “We still see sites with erratic placement for ‘Find an Agent’ and Policyholder Login, with some sites not even offering these functions.”

One exception to the overall findings is 21st Century, which recently redesigned its homepage to improve the positioning and clarity of the various user elements.

In the previous Vox study in 2005, 12 major insurance provider home pages were analyzed. This second edition focused on a similar group and was conducted in the first quarter.

“By reviewing what content is offered and where it was positioned on the page, we reveal user expectation tendencies based on industry standards. Our analysis also focuses on what was missing from the user’s perspective,” Serpa explained. “Although Quote is obviously the main purpose of most sites, insurance providers should not forget the power of the online channel for research. Today, consumers are researching insurance online more than ever before, before shopping in any channel.”

Vox’s first quarter 2006 Mind Model is an analysis of the similarity and differences between selected insurance Web site homepages and how typical customers of that industry would recognize and react to some of its distinct characteristics. Vox compared 12 insurance industry providers: State Farm, Allstate, Progressive, Geico, American Family, Liberty, 21st Century, and Country Financial, global players AIG and Nationwide, and, as a control group, two companies from related segments, AAA Chicago, and USAA. The full report is accessible at:

Source: Vox Inc.

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