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Monuta.nl is consumers’ preferred website for taking out funeral insurance, according to our December 2018 study. In the study, conducted among 400 consumers on smartphone and desktop, Monuta.nl wins first place for the third time, this time with a Digital Sales Score of 41. Dela.nl follows with a score of 37, and Yarden.nl has a Digital Sales Score of 35.

Click here to read all about WUA’s new scores: The Digital Sales Score & Digital CX-Score

Monuta.nl is convincing on Customer Experience as well. The provider gets a score of 67 on desktop, and a total of 68 points on smartphone.

Insights Update Funeral Insurance

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  • Digital Sales Score
    Study:Funeral insurance
    Time: December 2018
    Country: Netherlands
  • Totaal Desktop Mobiel
  • 1 Monuta.nl 41 39 44
  • 2 DELA.nl 37 41 33
  • 3 Yarden.nl 35 39 31
  • 4 Ardanta.nl 11 7 15
  • 5 Uitvaartverzekering.nl 11 9 13
  • 6 Klaverblad.nl 10 11 9
  • 7 Nuvema.nl 6 6 6
  • 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.

Monuta.nl, Yarden.nl, and DELA.nl in top-3 in 2017 and 2018

Since June 2017, the ranking is led by Monuta.nl, Yarden.nl, and DELA.nl. Monuta.nl is number one on both smartphone and desktop; Yarden.nl and DELA.nl take turns on second and third place. In July 2018, when the study was conducted on smartphone once, DELA.nl was crowned winner.

The differences between the three providers become smaller each year; they’re all found by at least 80% of visitors, with a 30% Conversion.

New to the list, Uitvaartverzekering.nl, is clever in convincing its consumers to take out a funeral insurance policy with them. Despite the low Findability (10%), they manage to get a Conversion of 29%. This is comparable to the providers in the top-3, who have a higher online Findability.
Ardanta.nl from sixth to fourth place

A remarkable climber is Ardanta.nl (fourth place, DSS Score: 11). Its rise is mostly noticeable in the higher scores in December 2018, which the company receives on the theme part of Brand in the First Impression and In Depth. The climb is probably the result of clever use of social proof elements (the appreciation customers award the company) and the focus on the sustainable aspect of the insurer.

The Ardanta page contains social proof elements like the service rated with an 8.2 and the focus on the sustainable aspect of the insurer.

Insights Update Funeral Insurance

Get free high level results in the Insights Update Funeral Insurance December 2018
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New: 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 of 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
    Onderzoek Uitvaartverzekering
    Meting: December 2018
    Land: Nederland
  • Score
  • 1 Monuta.nl 67
  • 2 Yarden.nl 67
  • 3 DELA.nl 63
  • 4 Klaverblad.nl 62
  • 5 Nuvema.nl 54
  • Digital CX-Score | Smartphone
    Onderzoek Uitvaartverzekering
    Meting: December 2018
    Land: Nederland
  • Score
  • 1 Monuta.nl 68
  • 2 Yarden.nl 66
  • 3 Klaverblad.nl 65
  • 4 DELA.nl 64
  • 5 Nuvema.nl 58

Digital Customer Experience best at Monuta.nl

Consumers experience is best at Monuta.nl. With a score of 67 on desktop and 68 on smartphone, they know how to guide the consumer in the right way. Yarden.nl just barely misses out on first place, with a similar score of 67 on desktop, and only two points lower (66) on smartphone. The top-3 on desktop is completed by DELA.nl (CX-Score: 63), and on smartphone by Klaverblad.nl (65).

Consumers praise the Monuta.nl website for its “thorough information on funeral insurance policies”. The “video on how expensive a funeral actually is” is also appreciated.

A few Insights from this study

  • Monuta.nl leads the ranking with a score of 41; DELA.nl gets second place in the Digital Sales Ranking (score: 37), followed by Yarden.nl (score: 35).

  • In previous studies, Monuta.nl wins as well. The differences between the three largest providers are minimal; they’re all found by at least 80% of consumers, after which an average of 30% converts.

  • Remarkable newcomer in the ranking is Uitvaartverzekering.nl (fifth place, DSS Score: 11).

  • Remarkable climber is Ardanta.nl (fourth place, Digital Sales Score: 11), presumably due to clever use of social proof elements and its focus on sustainability.

  • The Customer Experience is best at Monuta.nl. On desktop, the insurer gets a score of 67, on smartphone 68. Yarden.nl only barely misses out on first place, coming in second with the same score of 67 on desktop, but with two points less (66) on smartphone. The top-3 is completed by DELA.nl (CX-Score of 63) on desktop and Klaverblad.nl (65) on smartphone.

Insights Update Funeral Insurance

Get free high level results in the Insights Update Funeral Insurance December 2018
Download Now

Goal & Relevance of this study

The goal of this study is to map the digital experience of customers orienting themselves, which insurer they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues insurers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.

WUA Funeral Insurance Insights Update December 2018

Download the brand-new edition of the WUA Funeral Insurance Insights Update December 2018 for free now. In this update, we talk about the current, December 2018, study, and we offer a preview of the numbers in the Funeral Insurance market. Which insurers score best on the theme scores from the WUA Digital Sales Model, and what can you, as professional in the Funeral Insurance market, learn from it?