For an insurer to give an accurate car insurance quote they have to ask for a significant amount of information from the customer. It's a long process that generates significant cognitive load for the user. In this report we analyse the car insurance quote forms for leading UK insurers.
We carried out this analysis in December 2016 and we chose a typical insurance quote case: married man, standard car that had already been purchased and the registration number is known, has no claims discount, has full driving license and is employed. For the analysis of the payment stage our persona wanted to pay monthly, and for fully comprehensive insurance. We only counted required fields within our analysis. For insurance aggregators (e.g. GoCompare) the payment process sits on the insurers website, so we took the average fields on a payment step (12 fields) and added this on to as a final step. When an average number is given in this report it is a mean average (unless stated as median).
We analysed the quotation process for almost every major car insurance company in the UK
From the length and type of fields to the HTML used, we analysed the performance of each form
We scored each form based on critical factors that will decrease conversions
It's possible to halve the number of fields in the quotation form. The difference between the least and the most number of fields across all insurers almost double. The volume of fields and the length of time to complete have an indirect relationship with the conversion rate of the quotation form. Reducing the form to as few fields as possible will increase completed quotations.
Usage of mobile keyboards is low. Adding attributes to your email, numeric or telephone questions will show the most appropriate keyboard on a mobile device, saving the user significant time. Less than 40% of insurers use keyboards for numbers, 58% display email keyboards and 64% use them for telephone numbers.
Aggregators use inline validation, direct insurers don't. Validating answers in-line (by showing the user a tick if correct, a message if incorrect) saves potential customers time, and makes error handling easier.
The highest scoring insurers use fewer text boxes and drop downs. Radio buttons are more likely to be used by high-scoring insurers, they give the potential customer immediate visibility on all the options and less interaction is required to select an answer.
Auto-selecting or populating data is a significant time saver. Questions like "Is your car left hand drive or right hand drive" are likely to give the same response by 99% of potential customers. Pre-selecting the most popular option in drop downs and radio inputs reduces the complection time (and indirectly the conversion rate) significantly.
Reduce customer effort by automatically selecting an option in a drop down or a radio button. You can do this based on previous data (some insurers auto selected details on the car after you had entered your registration number) or by picking the option that most people use.
All of the fields shown were automatically selected from the vehicle registration, saving time but still allowing me to adjust them. Instead of having to read the question then process what my answer would be, I can scan read the question and see that the correct response is already there.
Insurance forms ask for at least two dates (date of birth, date that cover will start) and there are many ways to get a date from a user. Examples include three text boxes, three dropdowns, a text box with a calendar or a combination of text boxes and drop downs (usually the drop down is for the month). Some insurance forms we analysed had two buttons for on the "insurance start date" for "today" or "tomorrow", allowing you to quickly select those dates.
The text box / calendar combination box on the left hand side would take a minimum of two clicks to choose a date, or if you want to use the keyboard a single click then eight keypresses. Having the Today and Tomorrow options on this form makes it significantly easier for users.
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"If you have forms, you need to analyze their performance. Formisimo does a very good job at providing in-depth information that really helps with optimization efforts. Useful data, simple interface. It is form analytics that actually works, especially when compared to some mouse tracking tools that have form analytics as one of the many features."ConversionXL Peep Laja