The quality of an auto insurers' website has a significant impact on the likelihood of insurance customers buying a plan of their own, a new study suggests.
Based on its Insurance Website Evaluation Study, J.D. Power and Associates reports that roughly two-thirds off customers were more likely to purchase a policy after being pleased with the online shopping experience. Just 14 percent of shoppers said they would still buy a plan, even though they were disappointed by the insurer's website.
J.D. Power's senior director of insurance Jeremy Bowler indicated that auto insurance leads are often contingent on what customers experience in online settings, as this is often their first interaction with an insurer.
"Insurers have a fantastic opportunity to gain shoppers, and their referrals, by providing a website that is easy to use, has a professional and engaging appearance, and is a great resource for the shopping process," said Bowler.
Allstate, Esurance, GEICO and Travelers were among the insurance providers who scored particularly well in customers' website evaluations, the report indicated.