Screencast: Shopping for Auto Insurance Online
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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Written by:Anthony Garcia
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.
[…] 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 […]
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.