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In October, 400 consumers oriented themselves through both desktop and smartphone on taking out a car insurance. In line with the October 2017 and March 2018 researches, ANWB.nl proves once again to be the market leader in this research with a Digital Sales Score of 27 (desktop and smartphone combined). This is their 11th time taking the lead! Independer.nl is runner-up with the same score of 27 and an even higher Conversion. The most common reason for the high Conversion is, apart from the pleasing prices, the large comparison selection. A respondent of the research explains: “Well-known, good rating, large comparison selection”.

  • Digital Sales Score
    Study:Car Insurance
    Measurement date: November 2018
    Country: Netherlands
  • Total Desktop Smartphone
  • 1 ANWB.nl 27 25 29
  • 2 Independer.nl 27 23 31
  • 3 Unive.nl 17 15 20
  • 4 Interpolis.nl 15 14 17
  • 5 CentraalBeheer.nl 15 17 13
  • 6 FBTO.nl 15 15 15
  • 7 AllSecur.nl 12 14 9
  • 8 Promovendum.nl 11 11 11
  • 9 NN.nl 11 10 -
  • 10 Rabobank.nl 10 9 12
  • 11 Consumentenbond.nl 10 11 -
  • 12 Pricewise.nl 10 9 10
  • 13 Autoverzekering.nl 9 12 6
  • 14 Aegon.nl 9 - 9
  • 15 asr.nl 9 9 -
  • 16 OHRA.nl 8 9 7
  • 17 Ditzo.nl 8 9 7
  • 18 InShared.nl 8 10 5
  • 19 hoyhoy.nl 7 9 6
  • 20 ABNAMRO.nl 5 5 -
  • 21 nowGo.com 1 1 -
  • View full list
  • Highest total score
  • Highest score on device

Independer.nl higher Conversion, however lower Findability compared to ANWB.nl

Independer.nl scores 34% on Findability, when the ANWB’s website is found through no less than 43% of the consumers. This results in a small lead in Preference. Unive.nl follows from a distance with 10 points and finds itself to be on the third spot with a Digital Sales Score of 17.

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Other providers are being left in the dust following the top 2

Price appears to be an important incentive in the search of a car insurance, which explains the difference in points from provider Unive.nl. As mentioned earlier, their Digital Sales Score (17) is 10 points lower than Independer.nl and ANWB.nl. Consumers explain: ‘’Unive is of course an insurance company, the others two are comparison websites. If I were to choose for Unive, I would still visit other websites to make sure I’d get the best deal. No one wants to pay more than necessary for the same thing.’’ Apart from these top-3 insurance companies, Interpolis.nl, CentraalBeheer.nl and FBTO.nl follow with a score of 15.

Independer.nl’s market performance has improved considerably

Compared to the March 2018 research, Independer.nl has climbed quite a few steps. From the 7th spot with a Preference percentage of just 9%, they now came in on the second spot with a Preference percentage of 14% which is almost as high as the definite winner ANWB.nl (15% Preference).

Interpolis.nl and Inshared.nl vanished from the ranking due to low Findability

The number of providers that is found (at least 40 times) is shrinking: From 10 providers in March to only 8 in October. The reason for this appears to be Independer.nl’s growing market share: they have taken away some of the market share of other providers such as CentraalBeheer.nl, Allsecur.nl, OHRA.nl and Ditzo.nl. Interpolis.nl and Inshared.nl have vanished from the top 10 ranking completely for their Findability was low.

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 | Desktop
    Onderzoek Autoverzekering
    Meting: Oktober 2018
    Land: Nederland
  • Score
  • 1 ANWB.nl 71
  • 2 Independer.nl 70
  • 3 CentraalBeheer.nl 69
  • 4 Unive.nl 69
  • 5 AllSecur.nl 66
  • 6 Ditzo.nl 65
  • 7 OHRA.nl 64
  • 8 FBTO.nl 63
  • Digital CX-Score | Smartphone
    Onderzoek Autoverzekering
    Meting: Oktober 2018
    Land: Nederland
  • Score
  • 1 ANWB.nl 72
  • 2 CentraalBeheer.nl 67
  • 3 Unive.nl 67
  • 4 FBTO.nl 66
  • 5 Independer.nl 64
  • 6 Ditzo.nl 62
  • 7 OHRA.nl 61
  • 8 AllSecur.nl 61

ANWB.nl number one in creating customer experience

Not only accomplishes ANWB.nl the highest Digital Sales Score, but the provider also creates the best customer experience on both desktop and mobile phone with Digital CX-Scores of 71 and 72. In this too Independer.nl followers closely when it comes to desktop, however, they perform a little less well on smartphones. CentraalBeheer.nl and Unive.nl are best in this area, both scoring 67 on CX.

CX-Score: Independer.nl excels at presenting Selection in in-depth phase

ANWB.nl’s high scores on customer experience on both desktop and smartphone are mainly due to great reviews in the First Impression on Look&Feel, Selection and Brand and in the in-depth phase mainly on Look&Feel and Brand. Independer.nl ends up on the second spot with a score of 70 when it comes to desktop. CentraalBeheer.nl comes in third with a score of 69. Independer.nl is primarily good at presenting Selection in the in-depth phase. On smartphone, CentraalBeheer.nl and Unive.nl share a second spot with a score of 67. CentraalBeheer.nl scores essentially high on the element Brand within the First Impression phase. Unive.nl performs better in the in-depth phase.

Insights Update Car Insurance

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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 with taking out a car insurance. It is important to capture the consumers’ choices and their reason why when 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.

Car Insurance Insights Update November 2018

Download the new edition of the WUA Car Insurance Insights Update November 2018 here. In this update we give you the current measurements of November 2018, next to that we give you a preview of the numbers in the car insurance industry. A full report with take-outs for you as a car insurance provider is available within 2 weeks.