A rather interesting report from Vox Inc. reviews the websites of a dozen major insurers, revealing the good, the bad, and some pretty ugly as well. As more and more consumers are getting their quotes over the internet, the usability of web sites is getting more and more important. If you’ve been near a TV any time over the last few months, you’ve probably seen the ubiquitous Progressive guy talking about their site. Well, he and his fellow pitchpeople have been very effective in driving traffic; 68% of consumers are now getting quotes over the web; 55% over the phone.
That’s a remarkable statistic.
One really interesting takeaway (mine, not their’s) is that compared to user-specific needs such as finding an agent and accessing a policy, way too much space is devoted to institutional image.
There is some very useful information in the report, info that all marketing, sales, PR, and exec staff would be well-advised to spend some quality time reviewing.
And don’t complain you don’t have time – this is how people are buying your stuff, so it is the most important thing you could be doing.
Jul
10
