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For the third time in a row, GEICO.com claims first position with a Digital Sales Score of 27. A total of 300 customers were asked to look for a car insurance online, via desktop. GEICO.com convinced 17% to rank them as first in this study. StateFarm.com is runner up with a Digital Sales Score of 25, Progressive.com closes the top 3 (Digital Sales Score: 23).

>>> Download the latest quantitative insights report on US Car Insurance 

  • Digital Sales Score
    Study: Car Insurance
    Measurement date: December 2018
    Country: United States
  • Total
  • 1 GEICO.com 27
  • 2 StateFarm.com 25
  • 3 Progressive.com 23
  • 4 USAA.com 20
  • 5 CarInsurance.com 17
  • 6 LibertyMutal.com 17
  • 7 AllState.com 16
  • 8 Esurance.com 14
  • 9 Insure.com 11
  • 10 AAA.com 11
  • 11 TheHartford.com 10
  • 12 Farmers.com 10
  • 13 Nationwide.com 8
  • 14 AmFam.com 6
  • 15 TheGeneral.com 4
  • View full list
  • Highest total score
  • Highest score on device
In the fourth quarter of 2018 WUA renewed her questionnaire. The Digital Sales Score is now divided in the Digital Sales Score and the Digital CX-Score. Read more about it here.

GEICO.com highest Findability

GEICO.com is visited by nearly 2/3 of all customers looking for a car insurance (61%), boasting the highest Findability among all websites. Their Conversion still shows room for improvement, ranking 6th overall with a Conversion of 27%. Additionally, ranking only 5th in the Digital CX-Score, improvements to their website could further build out Conversion. Customers praise the speedy process, they “just need to add zip code to go farther”. Other positive feedback is: “The gecko makes the site seem happy, and everything you need is on the front page – very straightforward.”

StateFarm.com takes over from Progressive.com

StateFarm.com lands second place in the Digital Sales Score ranking, overtaking Progressive.com, who closely follows 2 points behind on third position.

USAA.com has the highest Conversion by far

Given their appeal to US service members and their families, USAA.com received the highest Conversion by far at a whopping 63%. Two out of three of their visitors choose them as their preferred choice. With a Findability of only 5% however, their challenge is to increase their visitors while retaining such a high Conversion. CarInsurance.com also scores a high Conversion (48%), while their Findability shows room for improvement at only 8%. Still, there is room to learn from these less found players.

AmFam.com and TheGeneral.com: Low Findability and Preference

TheGeneral.com and AmFam.com perform last in the top 15 providers, both have a low Findability and Conversion at 8% each. TheGeneral.com gets too personal too quickly according to customers, in their words: “Stay away from so many personal questions.”

Insights Update Car Insurance

Get free high level results in the Insights Update Car Insurance December 2018
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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
    Study Car Insurance
    Measurement date: December 2018
    Country: United States
  • Score
  • 1 StateFarm.com 70
  • 2 LibertyMutual.com 67
  • 3 AllState.com 66
  • 4 Farmers.com 65
  • 5 GEICO.com 64
  • 6 Nationwide.com 63
  • 7 Progressive.com 60
  • 8 Esurance.com 55

Customer Experience best at website StateFarm.com

StateFarm.com scores highest in the Digital CX Score with a score of 70, closely followed by LibertyMutual.com (67) and AllState.com (66). They score highest on all 3 CX-elements; Look & Feel, Product Offer, and Brand. What can we learn from this CX leader?

StateFarm.com easy to navigate

In open answer, customers elaborate more on why StateFarm.com ranks first when it comes to customer experience. Easy seems to be the magic word, as can be seen in the following answers:

“It was easy to navigate and visually appealing.”

“Easy to find a product.”

“It loads quickly. It’s clear and legible.”

“It is intuitive. It guides me where I NEED TO GO.”

StateFarm.com fulfills the customer’s need for information in a good way!

Uninsured/underinsured protection preferred by participants

In our study, we asked participants which additional policies they would request from the provider of their choice. Selected by 124 study participants is the answer uninsured/underinsured protection (liability for you, if an uninsured or underinsured motorist is at fault in an accident). Personal Injury (coverage of personal medical bills) is another favorite, chosen by 112 of the customers.

Find and request information online favorite

The importance of a website is affirmed in this study. Most customers would prefer to find information online and request a car insurance online (51%). Another 34% looks for information online and requests a car insurance via the phone or in person. Only 4% of the study participants say they won’t use the internet at all. When looking online for a car insurance most customers prefer desktop to look up information (92%) or request a car insurance (95%).

Some Research Insights

  • For the third time in a row, GEICO.com claims first position in the WUA Digital Sales Scan.

  • GEICO.com is visited by nearly 2/3 of all customers looking for a car insurance (61%), boasting the highest Findability among all websites. Their Conversion still shows room for improvement, ranking 6th overall with a Conversion of 27%. Additionally, ranking only 5th in the Digital CX Score, improvements to their website could further build out Conversion.

  • StateFarm.com lands second place in the Digital Sales Score ranking, overtaking the previous second Progressive.com, who closely follows 2 points behind on third position.

  • USAA.com received the highest Conversion by far, with 2 out of 3 of their visitors choosing them as their preferred choice. With a Findability of only 5% however, their challenge is to increase their visitors while retaining such a high Conversion.

  • StateFarm.com scores highest in the Digital CX Score with a score of 70, closely followed by LibertyMutual.com (67) and AllState.com (66). They score highest on all 3 CX elements Look & Feel, Product Offer, and Brand. This is reflected in their Conversion, scoring third highest of all websites: 1 out of 3 of their visitors choose them.

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 a car insurance. 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.