HUK24.de takes over the first position in the Car Insurance study in the last month Germans can switch to a different car insurer. The study, conducted among a total of 600 consumers in Germany, shows HUK24.de in the lead with a Digital Sales Score of 21. Allianz.de comes in second with a Digital Sales Score of 19, and HUK.de ranks third with 17 points. In this study, comparison websites are excluded.
In terms of Customer Experience, CosmosDirekt.de offers the best CX on desktop, with a CX-Score of 66. HUK.de offers a better experience on smartphone, ranking first with a total of 67 points.
Digital Sales Score
Study:Car InsuranceMeasurement date: November 2018Country: Germany
- 1 HUK24.de 21
- 2 Allianz.de 19
- 3 HUK.de 17
- 4 CosmosDirekt.de 12
- 5 AXA.de 11
- 6 AllSecur.de 8
- 7 DEVK.de 8
- 8 VHV.de 7
- 9 ADAC.de 7
- 10 RV24.de 5
- 11 DA-Direkt.de 5
- 12 BavariaDirekt.de 4
- 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
Allianz.de closely behind HUK24.de
Allianz.de is closely behind HUK24.de in conversion. HUK24.de has a conversion rate of 29%, with Allianz.de only 4% lower, convincing 25% of its visitors to take out a car insurance with them. The Findability of both companies is 41%. Allianz.de is slowly gaining more ground: their Conversion has been steadily increasing over the past 2 years, with a Conversion of 13% in February 2017, 16% in November 2017, and 29% in the most recent study.
HUK.de hands over first position, AXA.de, and CosmosDirekt.de switch ranks
HUK.de, the winner of previous years, drops to a third position this year due to lower Findability. However, they are best at converting their customers, with 1 out of 3 visitors choosing them as their #1. This (33%) is the highest Conversion rate of last year’s study.
In November 2018, AXA.de and CosmosDirekt.de switched ranks, with AXA.de dropping from a fourth to a fifth position. While AXA.de was able to increase their Conversion, CosmosDirekt.de only gains 1% Conversion, with a slightly higher Findability.
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 InsuranceMeasurement date: November 2018Country: Germany
- 1 CosmosDirekt.de 66
- 2 HUK24.de 63
- 3 HUK.de 63
- 4 AXA.de 60
- 5 Allianz.de 59
- 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.
CosmosDirekt.de highest CX-Score on desktop, HUK.de best customer experience on smartphone
CosmosDirekt.de scores highest in the Digital Customer Experience Score on desktop, convincing consumers with a strong Look & Feel. Customers compliment CosmosDirekt.de on their information and clarity of the website: “The website is very clear and informative. You can find your way around quickly.”
Complementing their high Conversion in the Digital Sales Score, HUK.de gets the highest point total in the Digital CX-Score on smartphone. They score with a strong brand presentation, creating a personal bond with customers through communication.
Some Research Insights
HUK24.de takes over the first position in the WUA Digital Sales Scan 2018, improving from third position in 2017.
Allianz.de follows closely behind HUK24.de on second position with a slightly lower Conversion, which attaining the same Findability. Their conversion has been steadily increasing over the past 2 years.
HUK.de, the winner of last year, drops to third position this year due to lower Findability. However, they are best at converting their customers, with 1 out of 3 of their visitors choosing them as their #1.
CosmosDirekt.de scores highest in the Digital CX Score on Desktop, convincing with a strong Look & Feel.
Complementing their high Conversion, HUK.de scores highest in the Digital CX Score on Smartphone, while ranking third on Desktop. They score with a strong brand presentation, creating a personal bond with customers through communication.
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.