eVOC Insights conducts syndicated research, evaluating 10 different websites, to ascertain the industry leaders in brand affinity, user experience, and future call-to-action. For Auto Insurance, eVOC Insights recruits 1000 respondents to evaluate one of 10 sites of the top auto insurance providers (21st Century, Allstate, Esurance, Farmers Group, Geico, Liberty Mutual, Nationwide, Progressive, State Farm, and Travelers). Studies are conducted every 6 months.
Users are tasked to evaluate 4 key areas of the brand site, including the home page, research insurance, and obtain a quote. For each task, the variety of question formats generate quantitative and qualitative feedback to formulate a complete picture of the users’ site interaction. All 10 sites are evaluated and ranked based on 4 key areas: brand impact, user experience, site performance, and future intent.
Simplicity and ease of use are attributes that stand out amongst the top auto insurance sites. From the home page, clean site layouts win out over ones with too much information. A simple quote process, that includes minimal number of questions, auto-fills vehicle and driver information, and limits requests for personal information (i.e. SSN), stand out amongst the brands with high satisfaction ratings. Finally, seeing multiple quote options with organized service breakdowns help alleviate hesitation on what is the best policy or the user.
Customer expectations also give rise to top 10 recommendations and additional site best practices. Furthermore, for each brand, areas of best performance, as well as areas for improvement, provide insight into potential site enhancements.