It’s no secret that the online experience for direct-to-consumer property/casualty insurers has resulted in new competitive set for traditional insurers. The revelation that traditional insurers are stepping up to the plate to successfully compete with these carriers reveals the importance of this market.
In a report issued by Change Sciences, a New York firm that provides online experience benchmarking, research and consulting services, 17 such carriers were benchmarked for effort, usability, content quality, persuasiveness, the use of social media and more. Change Sciences’ benchmarking efforts are the result of a proprietary technology called Kantuit used to simulate the user experience. A unique browser was used to visit the 17 sites, and using a custom-built model, measured everything from keystrokes to mouse click-throughs to user eye movement in navigating the sites.
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