In the lead-up to the holiday weekend, perhaps you missed a new report from J.D. Power and Associates that measures online customer experiences with insurer websites while shopping for auto insurance.

The study found that shoppers who have a highly satisfying website experience are more likely to return to that insurer’s website and are also more likely to recommend the site to friends, relatives or colleagues.

Among shoppers who indicate being delighted (satisfaction scores of 900 and above on a 1,000-point scale), 63 percent are more likely to shop the insurer after visiting their website, compared with 14 percent of shoppers who indicate being disappointed with the website (satisfaction scores of less than 550).

Also, some 50 percent of delighted shoppers say they “definitely will” recommend the insurer to others, while only two percent of disappointed shoppers say the same.

Five factors contribute to shoppers’ overall satisfaction, according to J.D. Power:
- Ease of navigating the website
- Appearance of the website
- Clarity of information provided on the website
- Range of services that can be performed on the website
- Speed of the website

In the words of Jeremy Bowler, senior director of the insurance practice at J.D. Power and Associates:

Insurers have a fantastic opportunity to gain shoppers, and their referrals, by providing a website that is easy to use, has a professional and engaging appearance, and is a great resource for the shopping process.”

An earlier study from JD Power found that 52 percent of auto insurance customers start the shopping process online.