Just 53% of car insurance websites in the UK are providing a ‘positive experience’ for mobile consumers, despite more than half of its prospective customers using mobile at some point during their purchase journey, according to new research.
Conducted by Google, Nielsen and GfK, the research found and analysed a number of characteristics which define consumers’ habits when searching for and buying car insurance.
For instance, Monday is the most popular day to search for car insurance, with Saturday being least popular.
Analysis of search terms within the findings concludes that insurers should provide relevant, useful content to people’s searches such as ‘what insurance group is my car?’ before trying to sell to them.
Other key findings include:
– Only 53% of UK insurer websites were deemed to present a positive experience on smartphones
– While most insurance sites have a mobile landing page, once a user enters the quote journey they experience a poor interface
– If consumers are faced with a non-mobile optimised website they are more likely to look elsewhere
– 52% of consumers will use a smartphone or tablet at some point during their purchase of motor insurance and 21% use a PC/Laptop, smartphone and tablet during research
– 82% carried out research online before purchasing and 60% of those who auto renewed first researched online
Below are some of the most common questions typed into Google when people are researching online insurance.
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