In the competitive world of online car insurance Aviva and More Than offer the best overall user experience, according to a new report from Qubit.
Using a customised tool that scored 10 of the UK’s biggest insurers out of 100%, the two top performers both scored 76% while Admiral was the worst performer with an overall total of 59%.
Qubit’s ‘Find, Choose, Buy’ framework divides the user journey into three stages. ‘Find’ evaluates the customer search, as well as the possible alternatives on offer; the ‘Choose’ stage analyses information available, particularly on the search results and the product page, helping the customer to select the product.
The ‘Buy’ section then examines the checkout process where the customer completes the online transaction.