Insurance Web Sites Benchmarked in New Study
National News • March 29, 2006
The insurance industry lags behind in Web site performance and has underperformed the overall industry benchmark in six of the past nine years, according to the Internet Standards Assessment ...
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Subject: Insurance Sites lag behind other industries for 3 reasons
Posted On: March 30, 2006, 5:45 pm CST
Posted By: Larry Lubell
Comment:
Insurance Web Sites lag behind those of other industries for 3 reasons.
First, Insurance while critically important, is not the "Sexiest" of topics. This results in images that are often "Safe and uninteresting."
Secondly, unlike a site that sells a book or CD; insurance requires underwriting. This demands that a "Customer" to enters substantial information, much of it personal. The result is a Site that can be quite cumbersome and far from the "Buy Now" one click technology to which we have become accustomed.
Finally, customers still have the expectation, and desire, to have an agent spend personal time pondering their questions. The trick of a good Insurance web Site is to provide information, yet still provide access for personal service.
Insurance Web sites are catching up as Carriers, Agents and rating software find common formats to exchange data.
Subject: Insurance Sites lag behind other industries for 3 reasons
First, Insurance while critically important, is not the "Sexiest" of topics. This results in images that are often "Safe and uninteresting."
Secondly, unlike a site that sells a book or CD; insurance requires underwriting. This demands that a "Customer" to enters substantial information, much of it personal. The result is a Site that can be quite cumbersome and far from the "Buy Now" one click technology to which we have become accustomed.
Finally, customers still have the expectation, and desire, to have an agent spend personal time pondering their questions. The trick of a good Insurance web Site is to provide information, yet still provide access for personal service.
Insurance Web sites are catching up as Carriers, Agents and rating software find common formats to exchange data.