Onlyinsurance.com believes that recent analysis on user fatigue and apparently high numbers of abandoned insurance quotes creates the false assumption that question sets need to be abbreviated and simplified.
“People want the best of both worlds – a correct quote derived from as few questions as possible - and forget that a simplified set of questions only produces a very assumptive price,” said Ian Hall, head of personal lines at the Only Group.
“For most insurance types the provision of personal circumstances is imperative. In the case of motor insurance, car ownership and license history details require a series of questions that cannot be omitted, otherwise the quote would become meaningless.”
Before going live earlier this year, Onlyinsurance.com conducted specialist market research into site usability and consulted a panel of industry experts to assist with the structure and design of the question sets on its comparison sites for home, motor and personal insurance products.
With over 53 per cent of site visitors getting a quote and 92 per cent of those that have started a quote completing the form, the company possesses a high completion ratio in the online aggregator industry.
“Some of our competitors attempt to fight user fatigue with an alternative order of questions or unusually phrased questions. These techniques, however, have no impact on the time spent achieving a quote,“ said Hall.
“We believe that it is important to include rules on comparison site question sets in a future aggregator industry code of practice. The only way to guarantee that consumers get a reliable quote is via a thorough question set,“ he concluded.
