In April 2019, WUA let 100 customers (B2B) orient themselves online on taking out a legal expenses insurance policy. In this first WUA study on legal expenses insurance for businesses, CentraalBeheer.nl comes out on top with a Digital Sales Score of 33 points. DAS.nl takes second place with 26 points, and ARAG.nl follows with a Digital Sales Score of 21.
CentraalBeheer.nl also rakes in the points on customer experience, with a Digital CX Score of 69.
Digital Sales ScoreStudy: Legal InsuranceMeasurement date: April 2019Country: Netherlands
- 1 CentraalBeheer.nl 33
- 2 DAS.nl 26
- 3 ARAG.nl 21
- 4 Rabobank.nl 20
- 5 NN.nl 19
- 6 ING.nl 16
- 7 Aegon.nl 9
- 8 Independer.nl 7
- 9 Klaverblad.nl 7
- 10 Consumentenbond.nl 6
- 11 Interpolis.nl 5
- 12 Reaal.nl 5
- 13 Unive.nl 4
- 14 CHEAPP.nl 3
- 15 hoyhoy.nl 1
- 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
CentraalBeheer.nl: Preference of 24% from orienting audience
CentraalBeheer.nl gets an overall Preference of 24%. DAS.nl, which came in first for the third time in a row in the most recent study (October 2018) on legal expense insurance for customers, takes second place here. In the business study, DAS.nl gets a 16% Preference.
ARAG.nl makes top-3 despite low Findability
Despite its low Findability (23%), ARAG.nl still manages to make it to third place with a 10% Preference. This Preference score is lower than that of Rabobank.nl (12% Preference) and NN.nl (11%), but ARAG.nl gets higher Conversion rates: at 43%, it gets the highest number of customers to actually convert.
DAS.nl (73%) and CentraalBeheer.nl (61%) are found most often by orienting costumers. However, DAS.nl doesn’t handle its visitors efficiently. It achieves only 22% conversion, placing them at the lower ends of the middle of the pack.
ING.nl, Rabobank.nl, and NN.nl follow closely thanks to high Conversion
ARAG.nl (43%), CentraalBeheer.nl (39%), and ING.nl (33%) receive the highest Conversion scores. Interpolis.nl and Klaverblad.nl convert 33% and 31% respectively; their low Findability affects these brands negatively, making them end up further down the ranking. Unive.nl and CHEAPP.nl are far behind with conversion percentages below 10%. Unive.nl convinces only 5% of its visitors, receiving 1% overall Preference.
On providing information about its offer, ARAG.nl by far exceeds its competition. ARAG and ING are both seen as reliable, knowledgeable companies.
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 | DesktopStudy Legal InsuranceMeasurement date: April 2019Country: Netherlands
- 1 CentraalBeheer.nl 69
- 2 NN.nl 69
- 3 DAS.nl 66
- 4 Rabobank.nl 64
- 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 CX-Score: a representation of everything a visitor of a website experiences on that website. The score zooms in on the different themes regarding Brand, Offer, and Look & Feel.
CentraalBeheer.nl provides best customer experience
CentraalBeheer.nl snags first place on Customer Experience as well: with a CX Score of 69, it shares first place with NN.nl. DAS.nl completes the top-3 with 66 points. On First Impression especially, CentraalBeheer.nl scores just a little better than NN.nl. Customers say about CentraalBeheer.nl: “Clear typography; clear, handy, and fast options.” In the In-Depth phase, customers appreciate the Offer and Brand of NN. “The site exudes a kind of welcome, with a beautiful font and a good color combination,” says a customer.
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 customers’ 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.