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Hugh Terry, The Digital Insurer
February 2015
Google Compare UK vs Coverhound US User Experience Review
Discussion agenda
1Background
2Google Compare vs CoverHound
3Conclusions
2
Strategic Background
3
1
4
Strategic BackgroundWill Google buy CoverHound – or improve upon the model
Google Advancing into insurance distribution
• In 2011 Google entered insurance in the UK with the acquisition of Beat That Quote
• In later 2014 it has been reported that Google have partnered with CompareNow in the
US.
• There has been speculation that Google may acquire CoverHound
This analysis
In this analysis we have compared the user Experience of Google Compare UK with that of
CoverHound in the US
4
For more background info on Google Insurance read our blog :
www.the-digital-insurer.com/google-insurance-united-states-launch
Comparing the User Experience
5
2
66
Google Compare: Preferential search UI?
Only search
result that allows
quote process to
start
immediately?
77
Google Compare: simple home page – classic Google
Compelling message and simple start
Start with search by car license number
88
Google Compare: data entry a bit tedious
However, great
messaging
99
Google Compare: detailed search results
Mobile friendly
& simple
1010
Google Compare: Google Like Product info
Online or
phone to fulfil
1111
Google Compare: Online fulfilment clunky - Pass to insurer
Transfer to
insurance
website. Data
is transferred
automatically
1212
CoverHound: engaging home page
Mobile friendly
& simple
Dial updates
Real time
Immediate call
us option
1313
CoverHound: Starting from the car make
1414
CoverHound: engaging home page
More engaging
data entry
1515
CoverHound: “gamification” of pricing discounts
Badges =
discounts !
1616
CoverHound: nice “possible” error checking
1717
CoverHound: More friendly data entry
Friendly
messaging
1818
CoverHound: Comparison by coverage level
1919
CoverHound: simple execution
Fulfilment
managed by CoverHound
Conclusions
20
3
User Experience review: Summary
UI Feature Google Compare (UK) CoverHound (US)
Overall Design• Classic Google – simple and
business like
• Mobile first and utilizes
gamification/ icons for price
discounting
Speed to start• Google starts from search (an
inside track?)
• Innovative use of price dial on
home page
Speed to quote • Slower• Gives price indication on home
page and quicker to finalise
Data entry• data entry is very long. Not
engaging but helpful tips
• Data entry more engaging and
efficient.
Purchase process• Linkage to insurers sites a bit
jarring. No consistent fulfilment
• CoverHound take responsibility
for fulfilment
Mobile responsive design • Yes • Yes
21
Concluding: CoverHound wins our User Experience Review
Do You Agree?
1
• 2013 winner of gold Stevie Award for best insurance website
• Its redesign saw conversion rates increase by 33%
23
About The Digital Insurer
23
A Forum for professionals interested in digital insurance
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