Automobile insurance companies in Ireland need to refine their online experiences to drive more purchases, according to a report from Global Reviews.
This was the most comprehensive study of the online customer experience provided by Irish automobile companies and its findings revealed just how badly many of the provider sites are performing. The research provides a unique benchmark of how customers experience brands’ websites in terms of considering and purchasing or applying for a product or service.
A score of 100% means a brand is providing the perfect online journey, giving people what they need quickly and effortlessly. According to the report, Irish automobile insurance brands received an average overall score of 49%. Even the best performer – FBD -- recorded just 52%, indicating there is considerable room for improvement across the board.
Within the consideration phase, the worst performing part of the online customer journey for all brands was the “deciding to purchase step”, which garnered a woeful mark of 29.9%.
Rebecca Jennings, principal client advisor, Global Reviews, said in the report that all the brands which were reviewed didn’t seize the opportunity to convert visits into sales and failed to provide the basics such as comprehensive contact information, including opening hours with phone numbers, throughout their sites.
“They are also all, with the exception of AXA, committing basic marketing mistakes by not displaying ‘why choose us?’ content,’’’ Jennings said.
What’s more, problems also arise within the action phase of the customer journey at the point where brands introduce the different purchasing options and benefits. The brands are all generally poor at communicating the advantages of buying online, according to the report. They also fail to reassure customers that applying online is secure in terms of financial and personal details, and at differentiating between new and existing customers. Allianz, Liberty, and No Nonsense were the bottom three performers at this critical stage, and the overall score was a poor 39%.
Despite the fact that the report was the most comprehensive study of the online customer experience in the Irish automobile industry to date, Jennings said the results were “frankly disappointing.”
Jennings added: “There are 2.7 million licensed drivers in Ireland and, with more than two thirds, or 1.75 million, of them looking to buy their car insurance online, you would expect these sites to deliver a superb customer experience. Sadly, what the results indicate is that the Irish motor insurance industry is delivering a poor online experience that is costing them more money through funding larger than necessary call centres.”
What’s more, 42% -- or 735,000 drivers – who have looked to buy insurance online indicated they would actively discourage friends from doing so.