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Friday, Sep. 7, 2007 at 11:11 am

Screencast: Shopping for Auto Insurance Online

By Anthony Garcia
September 7th, 2007

For this edition of Screencast, we decided to focus on something close to my heart: auto insurance. My teenage daughter is about to be driving for the first time, and I want to know what I’m getting myself into financially. I’d also like to see a bit of information specifically about insuring teenage drivers. I’m sure you parents out there can empathize.

All too often, companies get so hung up on optimizing their sites to convert late-stage, ready-to-buy customers that they don’t realize that creating the most relevant experience is really what helps them in the long term. For instance, I may end up buying the cheapest car insurance I can find, but I’d prefer to do business with a company that’s transparent about teen driving coverage and expenses. I’m not ready to buy today, but that’s fine. Soon enough, I will.

So, for the next few minutes, see what happens as I browse Geico.com, StateFarm.com, and Progressive.com in this early-stage buying scenario:


(For those reading this in RSS, click here for the video.)

As always, we hope to hear more suggestions on websites to cover. We’ll do our best to insure it’s something each of us can walk away with.

We’d love to hear some comments from parents or anyone who’s bought car insurance online. Oh, and don’t be afraid to steal this video. Just stay away from my daughter’s car. :)

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Comments (11)

  1. Hi Anthony,

    Great screencast. But I’m wondering, how can we expect to find everything we are looking for on the homepage? If we put too much there, this became noise and we have a negative impact on our visitor.

    Can it be true than teenage driver insurance is not very profitable for insurance companies? Why promote something than “bleed” you?

    Of course they will grow up (hopefully) and you may have secure a customer for life.

  2. [...] this one because, well, they DO stand to benefit from their audience's purchasing decisions. Progressive Insurance will tell you when they're not your best deal. Why? Because that move violates their own self-interest in favor of yours — which buys them [...]

  3. Hi Shaq: I liked the post and agree with your findings. What amazes is that had Geico.com, StateFarm.com, and Progressive.com simply asked “what are we doing on our site to help parents shop for policies for their kids?” all your suggestions would have come to them naturally. Asking the right questions tends to give incredible insight.

  4. Nice video!
    I am also in the process to find a relatively cheap cover for my daughter. What do you think, is it a good idea to try intermediary insurance companies like Budget or similar companies like that?

  5. Hey,

    Thanks for the information.. the video doesn’t seem to work though? Any idea as to why this may be so?

    Cheers,

    -Aidan.

  6. Bying insurance online is a poor thing I’d say. You have no idea what you are paying for. Of course you are able to read a description, but long text is not the same thing as professional eye to eye consultation.

  7. Hmm, can’t get the video working either. Good information!

  8. hey, great article except your video isn’t working for me.

  9. Good points, not only that but many companies are reluctant to create a good buying experience for those shopping for teen insurance since they won’t make much money off of younger drivers.

  10. Yeah, insurance companies are hesitant to insure young drivers because their at such high risk of being in an accident.

  11. I completely agree. I think that it is best to provide a useful source of information that consumers will appreciate and then hopefully choose your company as a result. It will also help to drive consumers to the site in the first place.

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