One home insurance company that has successfully managed to cater to the needs of their online users is Aviva. Let’s take a look at the five things in particular you can learn from them...
Clear content and buttons
When it comes to messaging, Aviva has got it down to a T. They’ve achieved this in several ways: Firstly, when a customer visits their home insurance page, they are presented with clear content and CTAs, e.g. “Get a quote” (see the image below). Messaging is simple but effective, for example, “Protecting your home and belongings”, but also emphasises that the company is trustworthy.
Not only this but Aviva also provides a range of useful information such as the “What’s covered vs. Not covered” table, in which customers can learn extra information before committing to a service, plus a variety of helpful documents.
Page performance
One thing that can immediately put a user off proceeding with a quote is poor page performance. However, Aviva’s home insurance landing page performs particularly well in this area. Its total file size is 927Kb, and their first byte is just 0.41s, which is particularly good compared to other insurance companies out there. This means time-strapped users can simply enter the site and navigate to wherever they want to go without fear of it taking too long to load.
Ability to save quote
Often you are forced to register an account if you are looking for a home insurance quote, but this is where Aviva is different. No account sign-up is necessary – in fact they speed up the process even further by allowing the user to save their quote for up to 90 days.
This is a great way to get users to return to your site without the need to spend time entering extra personal details with no benefit in return.
Clear progress indicator
So, we know that insurance forms are often long and complicated, but Aviva have managed to reduce frustration in their forms by adding a clear progress indicator. This breaks up the quote journey into clear stages, which gives users a good indication of where they are in the process and what is expected of them in the coming stages.
Displaying trust
Trust is a huge factor that people take into consideration when selecting a home insurer. They want to know that if anything goes wrong, you will be able to do what you say you will. Aviva does a great job of displaying persuasion tactics that are aimed at convincing users that their service is the best.
One way in which they do this is by displaying the Comodo Secure logo throughout the quote process, as well as their Defaqto expert rated 5-star badge, which signals their high level of security and reassures new users of their trustworthiness.
Form optimisation
One extra area where home insurance sites could improve is by using enhancing their knowledge of properties with Property Intelligence data. Property Intelligence is a unique data set from Loqate that allows insurance companies to get a complete picture of a property and its surrounding area, such as the type of property, number of bedrooms, bathrooms, and any associated risks such as distance from the nearest watercourse.
Property Intelligence helps reduce the number of questions from an insurers forms as it provides the information you need from your customers without having to ask them to answer them. This means your customers can speed through the quote process without the hassle of attempting to complete fields they don’t know the answer to.
What would your home insurance forms benefit from? Find out how they fare in the Loqate quiz – Are you an insurance form hero?
