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In the recent Home Insurance study (April 2019) in the US, Allstate.com has overtaken StateFarm.com. The Digital Sales Scan shows the insurer in the lead with a point total of 25. LibertyMutual.com finishes second with a Digital Sales Score of 20, equal to Farmers.com’s score, which takes the third place. Ranking fourth is StateFarm.com – the winner of last year’s study.

In this study, 250 current or soon-to-be homeowners were asked to search for a new home insurance policy via desktop. The best customer experience is provided by Allstate.com as well: it leads the ranking with a CX-Score of 67.

  • Digital Sales Score
    Study:Home Insurance
    Measurement date: April 2019
    Country: United States
  • Total
  • 1 AllState.com 25
  • 2 LibertyMutual.com 20
  • 3 Farmers.com 20
  • 4 StateFarm.com 19
  • 5 Progressive.com 16
  • 6 GEICO.com 14
  • 7 USAA.com 11
  • 8 Esurance.com 10
  • 9 Reviews.com 9
  • 10 Travelers.com 9
  • 11 Nationwide.com 9
  • 12 Amica.com 8
  • 13 QuoteWizard.com 7
  • 14 AmFam.com 5
  • View full list
  • Highest total score
  • Highest score on device

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Allstate.com highest Findability

Allstate.com currently dominates the market in terms of Findability: the company is found by 60% of respondents, 10 % higher than LibertyMutual.com (50%). Farmers.com, which came in third, has a Findability of 33%.

The Winner Takes All: Allstate.com takes first place with a staggering 5-point lead

Allstate.com also scores high on other aspects of the Digital Sales Scan, especially on Look & Feel in the First Impression, and on Brand in the Further Look.
This success is thanks to its simplistic look, and the relatively small effort consumers need to put in to find relevant information. Compared to other websites, Allstate provides ready-at-hand information without asking too many personal details. Consumers notice this, so their trust in the Allstate.com Brand rises.

LibertyMutual.com has made an impressive climb to second place

In 2018, LibertyMutual.com ranked sixth, with a Conversion of 21% and a 36% Findability. In April 2019, the company makes an impressive rise to second place, with improved Findability (50%) and Conversion (24%). Next to the high Findability, the website scores high on Look & Feel during the First Impression phase. This correlates to the consumers’ experience on the website: they are positive about the use of color, the graphics, and the pictures, and aren’t overwhelmed by a ‘busy’ homepage.

StateFarm.com has dropped from not just the first place, but the entire top 3 – to fourth place

Since February 2018, StateFarm.com has lost its first position among home insurance websites in the US. This is partly due to a decrease in Findability: fewer consumers visited the website this year. It also dropped in Conversion, showing that the website is less convincing than in 2018. This is partially because of the Look & Feel of the website. Consumers feel there is a lack of personal images, with them noticing that they have to scroll down first to even see more pictures. Furthermore, consumers no longer seem to trust StateFarm.com as much as they did in 2018 when it still received a high score on Brand. This has to do with a lack of service and the fact that StateFarm.com asks for a lot of personal information when consumers do not yet feel comfortable to share it. These points are illustrated by a comment from one of the consumers, who said that “the info page could use some pictures, very stark. I’m afraid of entering my info and then having to contact someone”, which deals both with the appearance and the brand of the website.

Despite scoring third on findability, GEICO.com dropped from the third to the sixth spot overall

While it scores third highest on Findability, Geico.com received the second lowest Conversion rate: only one out of every six visitors of Geico.com eventually chooses them as their preferred insurance provider. Though consumers do find the website often, they already drop out during the First Impression phase. This negative feeling is mostly geared towards Look & Feel and Brand. For example, there are no images of real people at all, which gives off a stand-offish feeling to consumers who cannot relate to the brand.

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study Home Insurance
    Measurement date: April 2019
    Country: United States
  • Score
  • 1 AllState.com 67
  • 2 Progressive.com 66
  • 3 Farmers.com 66
  • 4 StateFarm.com 65
  • 5 GEICO.com 63
  • 6 LibertyMutual.com 63

Home Insurance Market Insights Update

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AllState.com also provides best Customer Experience

AllState.com ranks best in CX (Customer Experience) as well: with a point total of 67, the company is rated best on themes Look & Feel, Offer and Brand. Progressive.com takes second place, Farmers ranks third, both with a Customer Experience Score of 66.

Some Research Insights

  • Allstate.com has overtaken StateFarm.com. The Digital Sales Scan shows the insurer in the lead with a point total of 25.

  • LibertyMutual.com finishes second with a Digital Sales Score of 20, equal to Farmers.com’s score, which takes the third place. Ranking fourth is Statefarm.com – the winner of last year’s study.

  • The best customer experience is provided by Allstate.com as well: it leads the ranking with a CX-Score of 67.

  • Allstate.com also scores high on other aspects of the Digital Sales Scan, especially on Look & Feel in the First Impression, and on Brand in the Further Look.

  • Since February 2018, StateFarm.com has lost its first position among home insurance websites in the US.

  • Allstate.com ranks best in CX (Customer Experience) as well: with a point total of 67, the company is rated best on themes Look & Feel, Offer and Brand.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a home insurance online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.