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In April 2019, 400 consumers used their own desktops and smartphones to orient themselves online on a car insurance policy. ANWB.nl wins this study for the 12th time in a row, with a Digital Sales Score of 25 points overall and 14% Preference. Comparison site Independer.nl is in second place, with a 21 point score and 11% Preference. AllSecur.nl ranks third, with 16 points and 9% Preference.

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The best Customer Experience Score is set by ANWB.nl as well. On both desktop and smartphone ANWB.nl rakes in the point. On desktop the CX-Score is 75 and on smartphone the car insurer gains 68 points.

  • Digital Sales Score
    Study: Car Insurance
    Measurement: April 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 ANWB.nl 25 25 25
  • 2 Independer.nl 21 18 24
  • 3 AllSecur.nl 16 16 17
  • 4 CentraalBeheer.nl 15 16 14
  • 5 FBTO.nl 13 14 13
  • 6 Unive.nl 13 15 11
  • 7 OHRA.nl 13 14 12
  • 8 InShared.nl 13 13 13
  • 9 Promovendum.nl 10 8 11
  • 10 Interpolis.nl 8 10 6
  • 11 Autoverzekering.nl 7 5 10
  • 12 NN.nl 7 9 6
  • 13 Ditzo.nl 7 10 5
  • 14 nowGo.nl 6 6 6
  • 15 Aegon.nl 6 7 5
  • 16 Pricewise.nl 6 5 7
  • 17 ING.nl 5 5 5
  • Show full list
  • Highest total score
  • Highest score on device

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AllSecur website found most often

In this full market with no less than 17 providers (that are found sufficiently often), the websites of AllSecur (47%), ANWB (39%) and OHRA (33%) are found most often.

Unive.nl and Independer.nl convert the most consumers

AllSecur.nl and OHRA.nl lag behind ANWB.nl on conversion. ANWB.nl converts 37% of its visitors, Unive.nl 41%, and Independer.nl no less than 42%. Nearly half of Independer.nl visitors choose to take out their insurance policy on this website!

Full market seems to be blending together. Remarkable is that the market seems to be blending together. There’s a large middle group in the market, all getting 4 to 7% preference. Interpolis.nl has 4% preference, just like in the October 2018 study, but still drops from fourth to tenth place. AllSecur.nl, Inshared.nl and OHRA.nl all grow.

Banks are less present in this Car insurance market

The banks are less and less present in this study. ING.nl is the only one found often enough to rank, but ends up at the bottom of the ranking with only 1% preference. Although Rabobank.nl ranked 10th in the October 2018 study, it fails to make the ranking this time.

The 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: Car Insurance
    Measurement: April 2018
    Country: Netherlands
  • Score
  • 1 ANWB.nl 75
  • 2 CentraalBeheer.nl 72
  • 3 FBTO.nl 71
  • 4 InShared.nl 67
  • 5 OHRA.nl 66
  • 6 Independer.nl 65
  • 7 AllSecur.nl 64
  • 8 Ditzo.nl 64
  • Digital CX-Score | Smartphone
    Study: Car Insurance
    Measurement: April 2018
    Country: Netherlands
  • Score
  • 1 ANWB.nl 68
  • 2 OHRA.nl 67
  • 3 AllSecur.nl 67
  • 4 Independer.nl 66
  • 5 Ditzo.nl 66
  • 6 CentraalBeheer.nl 65
  • 7 FBTO.nl 64
  • 8 Promovendum.nl 60

Best online customer experience by ANWB.nl

ANWB.nl also manages to create the best Customer Experience on both desktop (75 points) and smartphone (68 points). On desktop, only CentraalBeheer.nl and FBTO.nl manage to get close to ANWB with a gap of 3 and 4 points respectively. On smartphone, OHRA.nl and AllSecur.nl follow with a Digital CX-Score of 67, a difference of only 1 point with the winner.

ANWB.nl is above its competition in all themes (Look & Feel, Offer, and Brand), and has by far the best experience in First Impression and In Depth.

Some Research Insights

  • ANWB.nl wins this Car Insurance study with a Digital Sales Score of 25 points.
  • The best Customer Experience Score is set by ANWB.nl as well.

  • ANWB.nl is above its competition in all themes (Look & Feel, Offer, and Brand), and has by far the best experience in First Impression and In Depth.

  • In this full market with no less than 17 providers (that are found sufficiently often), the websites of AllSecur (47%), ANWB (39%) and OHRA (33%) are found most often.

  • The banks are barely part of this study. ING.nl is the only one found often enough to rank, but ends up at the bottom of the ranking with only 1% preference.

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 new current account 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.