Online expectations of insurers’ Web presences are higher than ever, according to a new report from Forrester Research, for a confluence of reasons; the economic instability has increased demand in certain sectors, insurance advertising is a billion-dollar venture, with most of it directing consumers to Web presences, etc. As a result, whether quote-seekers or self-serving policyholders, consumers expect sites to be available, easy to use and fast. And if a site doesn’t live up to these expectations, a competitor is only a click away.
When prioritizing characteristics of a website, consumers ranked usability first, as 95% of consumer respondents rated it “very important.” At 86%, quick loading times was the second priority, and information security and privacy was third at 78%. But websites are not only expected to perform well, they’re expected to perform well all of the time.
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