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What insurance companies can learn from online retailers like Gymshark, Reiss and Bloom and Wild

Conversely, online retailers have been taking huge steps in the last few years to improve UX and stay up to date with the ever-changing demands of consumers. So, what exactly have online retailers been doing to improve their process for their customers, and what can insurance companies learn from them?  

Don’t make customers register an account straight away 

If a user is faced with account registration at the beginning of the quote process, they will be less likely to complete it as it adds an extra bit of friction that doesn’t actually provide any benefit to the user at that moment.  

Instead, providing customers with the option to continue without signing up straight away is a much better idea. You can still add registration as an option, but don’t make it the primary focus.  

Below is an example of how Reiss gives users the option to either create an account or simply check out as a guest.  

Let users know what’s next 

One thing that many retailers do particularly well is create a clear, structured approach to their checkout process. 

The fact that forms are often so long can seem very daunting to potential customers, but one thing that can help resolve this issue is progress indicators.  

Adding progress indicators is a great way to divide up the quote journey so that users can see exactly how many stages there are and what is expected of them at every step.  

This is something that many retailers do really well, and one which insurers could definitely take on board. Take the example of Bloom and WildGymshark and John Lewis below; they all use progress indicators to break up the checkout process into smaller chunks, making it seem more manageable and effortlessly communicating the next step to their customers.  

Use an effective data capture tool 

By reducing the amount of effort required of your customers during the quote process, they are much more likely to complete. There are tons of retailers out there now that are implementing type-ahead address verification to enable their customers to enter their address details quickly and easily. This is definitely something that more insurers can learn from their retail counterparts as it speeds up the process and reduces cognitive load, particularly when it is implemented into a single line.  

Again, this is something that Bloom and Wild does really well, as you can see from the example below.  

Not only does type-ahead address verification improve UX, but it also ensures that you are capturing only clean and accurate address data, which results in increased business efficiency and better communication with your customers.  

Cut out the jargon 

Insurance quote forms can often come across as stuffy and hard to follow. But there is no need for this to be the case. Users are simply people who want to be spoken to like people, so giving your forms the human touch is a must.  

Drop the technical jargon that only a handful of users will understand and instead replace with clear and concise language that will be easy to follow. Offering help is also a useful addition to the process as it allows users to know that they can depend on you if they have an issue. This can be in the form of live chat, a phone number or even through the use of images – for example, if you require the CVV code on the back of your user’s bank card, you may choose to highlight this in an image to demonstrate where this is on the card.   

Only ask relevant questions 

Another area where insurers often fall down is by asking too many questions users may not even know the answer to. Sure, it’s understandable that you need to know as much as possible about the property your user wants to insure, but if they don’t have the answers to hand, they will inevitably become confused and frustrated, and likely to quit to process.  

A great solution for this that is also popular with retailers is to use the Property Intelligence data set. This provides you with a complete picture of a property and its surrounding area so you won’t need to ask vast amounts of complicated questions to your customers.  

Property Intelligence tells you information such as the type and size of the property, the number of bedrooms and bathrooms, and potential risks around the location, such as distance from the nearest watercourse, allowing you to provide the right quote.  

 Looking carefully at online retail sites will give insurers great insight into what users want, and while not everything they do will work for you, it’s about tailoring this to your audience and putting yourself in their shoes. There are so many ways to improve UX and increase conversions that will make your customers happy. 

How do your home insurance quote forms fare? Find out in the Loqate quiz – Are you an insurance form hero? 

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