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Traditional auto insurance carriers catching up in online experience

Posted On Mon, May 24, 2010

A new report studying websites for the top 17 auto insurance carriers found that traditional carriers are making headway against direct-to-consumer companies in terms of overall usability and positive experience.

The study, conducted by Change Sciences, found that while all sites presented problems for those polled - be it design and navigation or simply not answering enough questions - a number of standard auto insurance carriers scored high marks.

"Getting the online rate quote process right is notoriously hard," said Pamela Pavliscak, one of the authors of the report and a Change Sciences partner. "The process bristles with potential annoyances, from entering vehicle information to off-putting personal questions."

But, she said, the sites at the top of the list, those of The Hartford, Liberty Mutual and Progressive, who finished first through third respectively, earned high marks for what Change Sciences considers "hyper usability," typified by low user effort and overall persuasiveness.

Meanwhile, some residents of Wisconsin will likely be searching for auto insurance in the near future, as the state will begin requiring all drivers to be insured on June 1.ADNFCR-2297-ID-19796589-ADNFCR

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