The Lights Are On But Nobody’s Home, Says Altus Survey

Altus have been doing some more testing and discovered which of the big insurers offers the shortest customer journey when buying home insurance. It’s interesting because as most of us now shop online for cover, rather than phone a call centre, the site navigation, page load speed and dropdown menu designs really do make a difference.

If it’s difficult to select options, or there are boxes where the consumer has to manually input window lock ISO numbers, roof materials, occupations etc. then there’s a good chance the punter will abandon the task and catch up with some Netflix malarkey instead.

Here’s the word from Altus;

Our research across insurers’ digital customer experience covers key parts of the an end-to-end customer journey. Our score for Quote & Buy in this latest research increased to 98% for Home Insurance, however we wanted to identify the shortest and longest direct customer journeys, understanding how many insurers are using data enrichment or quick quote functionality.

Admiral, who had over 50 questions in our Car Insurance – Quote & Buy Questions results have instead topped the table with the shortest journey of 6 questions. Legal & General are also not far behind with their SmartQuote technology. However, LV= and Hastings Direct are at the other end, both with over 50 questions.

All of the Insurers contrast with the leading Price Comparison Websites who all ask over 70 questions before displaying quotes.

IE Comment; This is incredible frankly, why would you need to ask over 70 questions to offer a home insurance quote? This is a buildings and contents policy, not an impeachment process. So many insurance company websites have outdated dropdown menu occupations like `Desktop Publisher’ for example, it’s embarrassing. Plus very few have simple pulldown menu options for Ring doorbell, home CCTV systems, or Smart tech gadget selections like Leakbot, which are essential to understanding the level of tech and home security awareness of the policyholder you might think.

Make it easy to choose and people will make a choice. It ain’t rocket science.