Only 15 per cent of Web sites offered life insurance policies that customers need, says a report by Kern Communications.

In the first-ever syndicated user experience research report about buying life insurance online, Kern, a global user experience company, benchmarked the user experience of 33 prominent life insurance companies, general insurance companies, and banks that offer insurance services in India.

According to the report, only five of the 33 Web sites offering insurance products online give the right policy suiting the financial and other requirements of subscribers.

The User Experience Index, prepared on a scale of 100, revealed that the best site could manage 53 points. “There is huge scope for improvement in every aspect of user experience about the life insurance Web sites. The report finds user experience hurdles and suggests solutions for better customer engagement leading to more online conversions,” said Ripul Kumar, founder and CEO of Kern.

“Everyone needs to invest in improving all touch-points with the customer online. This includes educating the customer, helping them find the required information in line with the customer’s need, and enabling users to complete monetary transactions and checking the status of their transactions in a user-friendly way,” Kumar added.

deepa.nair@thehindu.co.in

(This article was published on February 27, 2013)
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