quick look - auto insurance ux benchmark study | userzoom
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AUTO INSURANCE BENCHMARK STUDY
�Measuring the online experience ofauto insurance companies
Author: Ann RochanayonSr. Director of UX/CX Research at UserZoom
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IntroductionThe Internet is a common resource for those shopping for auto insurance. An increasing number of consumers gather information about auto insurance online. According to a 2012 McKinsey Research study, 73% use the Internet to gather auto insurance information, an increase from 55% in 20081.
To gain further insight into consumer behavior while researching auto insurance online, UserZoom’s researchers created a competitive benchmark study with the following goals:
1. Determine what sites participants visit to research autoinsurance options.
2. Understand which auto insurance company offers thebest online quote experience.
3. Assess the impact of the online quote process on brandperception, Net Promoter Score and conversion.
2008
2012
55%73%
http://www.mckinsey.com/client_service/financial_services/latest_thinking/insurance,“Winning share and customer loyalty in auto insurance: Insights from McKinsey’s 2012 auto insurance Customer Insights research”
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Study Methodology
200 participantswere recruited by
email froma panel provider
Sites evaluated:
• US participants
• N=200 (~50 participants per site)
• Between-subjects design
• Ages 25+
• Must own a vehicle
• Participated via. desktop / laptop
• Participants were randomly assigned to evaluate one of four auto insurance companies after completing an open research task
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Site Specific Findings
User Experience Rankings
Progressive edged out Allstate and other auto insurance companies tested in this benchmark in the User Experience Rankings. GEICO had a solid third place ranking, while AAA lagged behind all sites.
To assess the overall user experience of the sites, UserZoom captured over twelve measures of the participant experience while obtaining an online auto insurance quote. The user experience metrics captured include key performance indicators such as task effectiveness, task efficiency, ease of use, trust and conversion. The User Experience Rankings were derived based on how each site performed according to each user experience metric.
•
Progressive faresthe best in the
User ExperienceRankings
1. 2. 3. 4.
Task 1Open Research
Description:Starting from this BLANK WEB PAGE,
research options for auto insurance online. Do not go through the quote
process. Navigate the web as you typically would if you were actually
researching auto insurance in real life.
auto insurance
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Which of the following type(s) of information did you look for while researching auto insurance options [Check all that apply].
N = 200
Auto insurance quotes
Rate Comparison
Rate discouunt information
How to choose coverage / deductible amounts
Multi policy discount
Determine how much insurance needed
Information about agents
Other
56%
52%
44%
36%
36%
29%
22%
5%
Participants were most interested in looking for auto insurance quotes, rate comparison, and rate discount information.
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Nearly all participants were successful in researching options for auto insurance online, while 78% found the process easy. Those who had difficulty, primarily were frustrated with the questions required to obtain a quote.
Were you able to research optionsfor auto insurance?
How difficult or easy was it to research optionsfor auto insurance online?
Why was it less than easy to research options for auto insurance online?
Too manyquestions
that I couldn’tanswer
2% 20% 78%
2%
98%
They don’tgive quotes
without all yourinformation
They askso many
questions thatdon’t matter
They want too much personal info up front.I’m not willing to give it all away for fear that they’d
plague me with repeated phone calls or emails or mail
YesNo
very difficult (1-2)Neutral (3-5)Very easy (6-7)
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First Type of Site Visited
First Search Engine Visited
During the open search task, participants visited just under2 sites and spent 2.61 minutes on average. 59% used asearch engine at anytime during the task.
3% 1%
41%56%
73%
11%
9%
1% 6%
N = 190
N = 107
Open Task Stats
Average Number of Sites Visited
Average Time Spent
Used search at anytime
1.74
2.61 min
59%
56% used a search engine to begin the process of researching auto insurance. Of the search engines first visited, Google was the most popular (73%) followed distantly by Bing (11%) and Yahoo! (9%).
Search EngineInsurance SiteInsurance Broker
GoogleBingYahoo
MSNOther
Other
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Search Terms
Insurance quotes, online insurance quotes
Metlife, Metlife auto insurance
Travelers insurance
Farmers, farmers insurance
Hartford, Hartford insurance
Mercury insurance
21st century
Amica
Auto insurance review
Free car insurance quotes online
Rating territory insurance
Shelter insurance
Safeco
3%
3%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
Search Terms
Auto insurance, car insurance
Auto insurance companies, car insurancecompanies
State farm, state farm car insurance, statefarm quote
Allstate, allstate.com
Geico
Auto insurance quotes, car insurance quotes
Liberty Mutual
Cheap, cheapest auto insurance
Nationwide, nationwide insurance
Progressive, progressive auto insurance
AAA, AAA insurance, AAA.com
Insurance
Car insurance comparison, compare autoinsurance
22%
14%
9%
8%
8%
7%
5%
4%
4%
4%
4%
4%
3%
N = 190
60% used general search terms to research auto insurance options, while 58% searched for specific insurance companies during their research process.
General search terms usedSearched for specific insurance companies
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When asked to obtain a quote, participants were most successful on the GEICO site and rated GEICO highest on ease of use. Allstate had the second-highest ratings and participants encountered the least number of issues while performing the task.
Site with the highest ratingSite with the lowest rating
Task success: Responded “Yes” when asked, “Were you able to obtain an auto insurance quote on [COMPANY] site?Ease of use: Responded 6-7 on a 7-point scale when asked, “How difficult or easy was it to obtain auto insurance information on this site?” where 1 = Very difficult and 7 = Very easy.Did not encounter issues: Responded “I did not encounter any problems or frustrations” when asked, “Which of the following problems and frustrations, if any, did you encounter while obtaining an auto insurance quote?”
*Significantly lower than site with highest rating at 90% CI
Key Performance Metrics
Task success
Ease of use
Did not encounter issues
62%*
46%*
34%
80%
63%
47%
82%
69%
39%
76%
52%*
42%
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Participants had more difficulty obtaining a quote on AAA due to a variety of obstacles. AAA participants had more problems determining where to start the quote process and technical issues. Allstate participants encountered the least problems and frustrations.
QuoteProcess
InformationRequired
Scrolling
TecnicalIssue
Unclear where to go to start the quote process
Process of obtaining a quote was confusing
Unsure where I was at in quote process
Too many steps required
Unsure how to move forward with obtaining a quote
Unsure what info was required vs. optional
Too much information was needed
Didn’t understand why certain info was required
Didn’t understand terminology used
Too much scrolling required
Encountered an error / technical issue
Site was slow
Other
I did not encounter any problems or frustrations
16%6%
2%8%
4%2%
6%4%
18%24%
20%26%
16%6%
2%8%
6%10%
6%6%
16%10%
16%16%
16%6%
2%6%
18%16%
22%20%
10%6%
12%8%
12%8%
22%10%
4%0%
8%2%
4%0%
6%4%
12%12%12%
8%
34%47%
39%42%
Problems and Frustrations
AAA Allstate GEICO Progressive
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Study participants found the Allstate easiest to use to obtain a quote, significantly easier than AAA, the lowest rated site across all key performance metrics. There were no other meaningful differences in other key performance metrics.
Progressive rated highest on Organization and Layout, Overall Satisfaction and on Likelihood to Visit to Request a Quote in the Future.
Key Performance Metrics
Ease of obtaining a quote
Organization and layout
Overall satisfaction
Likelihood to visit to request a quotein the future
42%*
56%
50%
34%
65%
63%
57%
43%
61%
59%
55%
39%
54%
66%
60%
50%
*Significantly lower than site with highest rating at 90% CI
Site with the highest ratingSite with the lowest rating
Ease of obtaining a quote, Organization and layout, and Satisfaction: Responded 6-7 on a 7-point scale when asked, “Please rate the [COMPANY] site on the following” where 1 = Negative and 7 = PositiveLikelihood to visit to request a quote in the future: Responded 6-7 on a 7-point scale when asked, “How likely would you be to visit the [COMPANY] site to request a quote in the future?” where 1 = Not at all likely and 7=Extremely likely
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Brand perception slightly decreased for all sites after interacting with the sites to obtain a quote. The drops were not significant.
Participants had a better impression of the Allstate site both pre and post-study with brand perception ratings significantly higher than all sites.
Pre vs. Post Brand Perception
Based on what you know / your experience today, please rate your perception of [COMPANY].
PrePost
56%
46%
73%
63%
52%*
45%*
55%*
48%
AAA Allstate GEICO Progressive
N=
39
N=
50
N=
49
N=
51
N=
46
N=
49
N=
47
N=
50
Site Delta
AAA
Allstate
GEICO
Progressive
-10%
-10%
-7%
-7%
*Significantly lower than site with highest rating at 90% CI
Responses of 6-7 shown from a 7-point scale where 1 = Negative and 7=Positive27
In addition to having the best perceived brand perception, Allstate also had the highest Net Promoter Score with more site promoters than detractors.
How likely is it that you would recommend the [COMPANY] website to a friend or a colleague?
AAA
Allstate
GEICO
Progressive
-34%
4%
-22%
-8%
Detractors (0 -6)Passivees (7-8)Promoters (9-10)
24%18%58%
35%33%31%
24%28%47%
36%20%44%
NPS
28
29
Allstate also had the most increases in positive brand attributes associated with the company. GEICO and Progressive saw a few increases as well.
Change in Associated Positive Brand Attributes Pre vs. Post Site Evaluation
Which of the following words or phrases would you use to describe [COMPANY]?
Innovative
Comprehensive
Trustworthy
Dependable
Established
Customer-oriented
Convenient
Helpful
Easy
Accessible
Value
Inexpensive
16%-8%
-10%2%
-16%-26%
-4%0%
0%0%
9%0%
-6%-6%-6%
0%
-14%-16%
-19%-3%
-26%-22%
-6%-11%
-12%17%
2%-3%
-9%-6%
-4%0%
-14%8%
-9%-1%
-11%-2%
-4%-18%
-3%21%
4%8%
7%12%
-2%-5%
AAAAllstate
GEICOProgressive