This January study involves 200 customers on a desktop and focuses on the best supplier or advisor in annuity based on investment. Aegon.nl ranks first with a Digital Sales Score of 30. Rabobank.nl comes in second with a score of 26, and Binck.nl takes third place with a score of 21 points.
ING.nl is preferred when it comes to Customer Experience, with a CX-Score of 69. Rabobank.nl is a close second with a total of 68 points. ABNAMRO.nl, yet another major bank, takes third place with a score of 67. Aegon comes in at fifth place (64 points), just above NN.nl ranking last with 61 points.
Digital Sales ScoreStudy:AnnuityMeasurement date: January 2019Country: Netherlands
- 1 Aegon.nl 31
- 2 Rabobank.nl 26
- 3 Binck.nl 21
- 4 NN.nl 16
- 5 BrandNewDay.nl 16
- 6 EvivanLanschot.nl 14
- 7 CentraalBeheer.nl 13
- 8 ABNAMRO.nl 12
- 9 ING.nl 11
- 10 123lijfrente.nl 8
- 11 OHRA.nl 7
- 12 SNSBank.nl 6
- 13 Moneywise.nl 0
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital Sales Score: this shows howefficient and effective a website is in keeping his visitors.
- Highest total score
- Highest score on device
High variety in small and large insurers in annuity market
The annuity market consists of a large variety of small and large insurers and banks that offer annuity based on investment. The Digital Sales Top 3 reflects this variety and consists of both banks and insurers such as Aegon.nl (number 1), Rabobank.nl (number 2), Binck.nl (number 3) and Zwitserleven.nl (number 4).
Aegon.nl: high Findability, lacking Conversion
Even though Aegon.nl attracts the most visitors, it is not as strong in convincing the visitors of their website to take out annuity based on investment. For example, Aegon is found by 73% of orienting customers, a staggering 33% higher than Rabobank.nl (40% of respondents). The high Findability translates in a number 1 ranking in Digital Sales, however, Rabobank.nl displays a higher Conversion percentage: 38% compared to 27% for Aegon.nl.
New: The Digital CX-Score
The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.
Digital CX-Score | DesktopOnderzoek LijfrenteMeting: Januari 2018Land: Nederland
- 1 ING.nl 69
- 2 Rabobank.nl 68
- 3 ABNAMRO.nl 67
- 4 Binck.nl 66
- 5 Aegon.nl 64
- 6 NN.nl 61
- Aan de basis van elke Digital Sales Scan ligt het Digital Sales Model. Met behulp van dit model worden de details van het oriëntatieproces in kaart gebracht. Uiteindelijk wordt de prestatie van een website weergegeven in twee scores: de Digital Sales Score en de Digital CX-Score. Hierboven wordt de Digital CX-Score weergegeven: De weergave van de totale ervaring op de website van een bezoeker van die website. De score bestaat uit een gewogen gemiddelde van de oordelen op Merk, Aanbod en Look & Feel.
CX-score: ING.nl takes the lead
Even though the top 3 in the Digital Sales Scan contains a variety of suppliers, it appears that it is the major banks that offer the best online experience. ING.nl has the highest Digital CX-Score (69), followed by Rabobank.nl (68), and ABNAMRO.nl (67).
If we break this down even further, we find that CentraalBeheer.nl offers a good First Impression when it comes to Look & Feel, but it loses points for Further Look.
Verder uitgesplitst zien we dat CentraalBeheer.nl een goede Eerste Indruk neerzet wat betreft Look & Feel, de verzekeraar zakt op dit onderdeel helemaal weg in de Verdieping.
After orientation, 30% of visitors do not fully understand annuity based on investment
To a certain extent, visitors feel they are well informed about the product throughout the orientation process. Visitors indicate an increase in clarity regarding the statement “to what extent is annuity based on investment clear to you”. 30% of the visitors, however, indicate they still don’t fully understand the product after completing the orientation, compared to 50% of the visitors prior to the orientation.
Furthermore, customers prefer to familiarize themselves with annuity online. Almost half of the visitors (49%) indicate they would actually take out the product online. 84% of the consumers would use a desktop or laptop to do so. Less than a third of the visitors prefer to connect with an advisor or a supplier in person during an appointment.
Some Research Insights
The winner of this study is Aegon.nl, with a Digital Sales Score of 30. The insurer has the highest Findability (73%) and highest Preference (20%) among orienting consumer.
The annuity market consists of a large variety of small and large insurers and banks that offer annuity based on investment. The Digital Sales Top 3 reflects this variety and consists of both banks and insurers such as Aegon.nl (number 1), Rabobank.nl (number 2) and Binck.nl (number 3).
Aegon.nl: high Findability, lacking Conversion
Even though the top 3 in the Digital Sales Scan contains a variety of suppliers, it appears that it is the major banks that offer the best online experience.
After orientation, 30% of visitors do not fully understand annuity based on investment.
Goal and relevance of this research
The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on an annuity. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.