The study examined web site ease-of-use, content quality, persuasiveness and the use of social media among the top 17 auto insurance carriers.
"The Hartford scored best in our research because the site requires low user effort while being highly informative and persuasive," said Pam Pavliscak, partner, Change Sciences Group. "It does this by practicing what we call hyper usability, working to ease the burden of data entry and navigation wherever possible, while providing prospects with the right information at the right time."
Improving and evolving The Hartford Auto Insurance's online presence is a top priority for the company. "We strive to deliver an exceptional customer experience, so we work very hard to streamline the process without sacrificing clarity," said Bruce Shuman, assistant vice president, The Hartford. "We're constantly testing new components, language and layouts to ensure that consumers know exactly what we need in order to provide them with an accurate quote quickly and easily."
The report, released on May 24, 2010, is based on Change Sciences' Kantuit(TM) interactive user experience modeling technology and process. For more details about the study, which the company has conducted for the past five years, please visit www.changesciences.com/Reports/Auto-Insurance-Online-Sales-Benchmarks.