A new quote process designed to increase quote completion rates
Admiral Group has worked with usability company Webcredible to increase online sales across its personal car insurance brands: Admiral, Bell, Diamond and elephant.co.uk.
A new quote process was designed and developed internally using some of the recommendations made in Webcredible's usability study. Admiral said it has seen an increase in quote completion rates, particularly among first time visitors to the websites.
Neal Bigmore, Internet business executive, Admiral Group said: "We operate in an incredibly competitive market, so it's vital that we make it as easy as possible for motorists to get a quote online. The usability testing provided valuable insights into how users actually interact with our site and allowed us to make some useful changes. The increase in quote completion rates is testament to Webcredible's ability to deliver the tangible results we wanted."
Trenton Moss, director, Webcredible added: "As many as 60% of motorists prefer to obtain a car insurance quote online, so by putting usability at the core of its online strategy Admiral Group is well-positioned to benefit from this sales channel. Customer feedback is already confirming they have made the right strategic choice."