Global Reviews, a leading international research company, provides the latest of our monthly website benchmarking surveys - this month focusing on the life insurance market.

This report focuses on the customer usability of UK life insurance provider websites in Q4 of 2011, taking a look at many aspects of the customer's experience online, including the process of researching and applying for life insurance online. Written by Rebecca Jennings, senior client advisor at Global Reviews, the report provides an in-depth summary of a survey looking at the online customer experience provided by the UK’s major insurance providers, including LV and Legal & General.

The Global Reviews Insurance Benchmark survey looked at several hundred online criteria, which were then scored and weighted to produce an overall customer experience score for each website, expressed as a percentage. The survey found that the sites surveyed were deemed to be meeting basic customer expectations, suggesting a clear need for substantial improvement in the sector.
The report found that life insurance providers need to focus on improving the information available at the end of the customer’s process of searching for insurance online. Global Reviews suggest that brands need to offer better access to a comprehensive, searchable FAQ section, as well as reinforcing the “Why us?” message to reaffirm the brand’s value.