RJ and Makay

Change Sciences has released a 70 page report which looks at the online auto insurance state of the art practices. They compared 17 carriers for effort, usability, content quality, persuasiveness, the use of social media and more. The report finds that traditional carriers are catching up and surpassing their major direct-to-consumer players like Progressive and GEICO.

The report cites that traditional carriers are getting better at practicing hyper usability with a laser focus on reducing effort whenever possible and presenting the right message at the right time to their online customers. Only a few P&C carriers have figured out how to make the tools quick and easy and lead effortlessly to the quote process. Even then only a few excel at keeping consumers motivated throughout the process.