What are the top 40 UX improvements for your Insurance website? How does your UX performance compare to AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive?
Based on the findings from Baymard Institute’s 130,000+ hours of User Experience (UX) research, Baymard will conduct a UX audit of your Insurance site.
The in-depth Insurance UX audit will be based on 320+ weighted UX parameters uncovered during our large-scale UX testing – and are those we observe to be most relevant for Insurance websites. This will provide you with:
Learn more about our Insurance UX audit analysis, deliverables, and costs in the 5 sections below:
A full UX analysis and assessment of your desktop and mobile websites — conducted every year by lead UX researchers at Baymard Institute, utilizing Baymard’s more than 130,000+ hours of large-scale UX research.
7 detailed UX scorecards with a total of 320+ UX performance scoring parameters, used for direct UX performance comparison against other Insurance websites (AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive). In addition, you will also get a UX comparison to 214 top-grossing US and European e-commerce sites, to benchmark how your site stacks up to general user expectations.
The auditors will write a detailed 120+ page report with 40 suggestions for UX improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 2–4 best practice examples from other Insurance sites, and occationally examples outside the Insurance industry for cross-industry inspiration.
A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.
12 follow-up calls with your UX auditor after delivering the UX audit findings. For feedback on any redesigns you create, a light review of prototypes, questions, etc.
A detailed Year-Over-Year UX performance comparison to past audits – documenting your UX progress, and showing how you stack up to the competition and to user’s increasing expectations, every year.
Your whole organization gets annual complimentary access to Baymard Premium with full access to Baymard’s 130,000+ hours of UX research findings, UX certification, etc. (normally $2600/year).
The audit will cover the following areas of your online user experience:
Homepage — The primary objectives of a site’s homepage and the opportunities it can provide to new and repeat users, structure & design, carousels, personalization, and promotions.
Main Navigation — The visual design of an e-commerce site’s taxonomy, including mega drop-down menus, the visual hierarchy, and courtesy navigation.
Search — Users’ search behavior, needed search logic, search field design, auto-complete, and the results page.
Product Page Layout — How the 4 predominant PDP layouts (“Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”) perform, and which layouts to avoid.
Product Descriptions — How users engage with and rely on product information and descriptions, the type of content needed, product headlines, sub-titles, along with the text structure and styling that performs best.
Application Form Layout — Layout and design of checkout process steps, including the design and position of the cart link in the site-wide header and the primary button throughout checkout; minimizing form intimidation, avoiding multi-column layouts, using “Enclosed Checkout” designs, etc.
Customer & Address Information — Form fields for all personal user data, including privacy concerns, shipping and billing addresses, international addresses, phone fields, address auto-detection techniques, etc.
Payment Flow & Methods (Incl. Third-Party) — The payment methods interface, how to integrate and display third-party payment methods, and coupon code and promotional form fields.
Credit Card Form — Credit card field design, card validation logic and formatting, expiration date, security code, and cardholder name inputs, field sequence, and card type selection.
User Interactions & Cross-Sells — Common interactive components including load indicators, providing feedback on user actions, where to avoid “Apply” buttons, embedding content from third parties, and more. Incorporating cross-sells and up-sells into the checkout flow, active vs. passive cross-selling, adapting cross-sells to user context, and the pitfalls of specific placements and wording.
Validation Errors & Data Persistence — Error recovery and address validation, how to improve users’ ability to locate, understand, and resolve errors, design, and logic of ‘address validators’.
Field Design & Input Optimization — Form elements, inputs, and selections, choosing the right type of interface, which types of field masking and character restrictions to avoid, pitfalls of drop-downs and radio buttons, custom designed input fields, and more.
Quote Review — How to design the final Quote Review step, including the “Place Order” button placement, necessary review data, along with the editing flow for those users who need to change data.
Purchase Confirmation & Email — The implementation of post-purchase confirmations, including the information and actions needed on the confirmation page and order confirmation email.
Account Drop-Down — Where to place the “Account” drop-down menu, what account features to include, how the “Account” drop-down should be structured and styled, personalization, and which “Account” drop-down implementations to avoid.
Account Dashboard — Optimizing the account dashboard, including using a sidebar or ‘Cards’ for navigation, providing paths to all features, highlighting recent orders, limiting ads, and using icons.
Account Sign In — All aspects of sign in, password reset and account lockouts, “Soft” sign in, automatically signing users out of accounts, requiring sign in for order tracking, and where users should be sent after sign in.
‘Your Account’: Addresses, Payments, & Newsletters — Adding and editing addresses, setting default addresses, updating saved credit cards, newsletter frequency and ‘unsubscribe’ options, confirmation messages, and “Apply” buttons.
Account-Wide Navigation, Structure, & Information — Layout and structure of information and navigation, what to include in site-wide courtesy navigation, describing complex flows or features, helping users find and understand self-service features.
Performance & Interuptions — Performance issues, perceived performance, interruptions caused by elements like live chat dialogs and overlays, etc.
Site-Wide Features & Navigation — Footer links and layout, interlinking content sections, cart links, “Back” button behaviour, avoiding account walls, etc.
Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.
Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.
Mobile Search — User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “No results” pages, Faceted Search filters, etc.
Mobile Cross-Navigation & Compatibility — Interlinking of compatibility-dependent products, cross-sells, list item consistency, etc.
Mobile Product Page Layouts — Product page structure, sub–product pages, collapsed product page sections, user reviews, etc.
Mobile Product Descriptions — Styling of product descriptions, amount and level of detail, etc.
Mobile Checkout Steps — Account creation, payment, order review, linear checkout flows, mobile process steps, etc.
Mobile Checkout UX — Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.
In addition to auditing your site UX and comparing it to AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive, we can also expand the project scope to include a custom competitive UX audit against any local or direct Insurance competitor(s) you’d like. This is available for sites in most countries and languages.
Most commonly, our UX audit services are used by:
Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.
An annual Insurance desktop and mobile website UX audit across all 7 audit focus areas costs $13,100 (USD) per year.
An annual Insurance UX audit includes:
A full UX review and analysis by Baymard’s team of UX researchers of both your desktop and mobile websites.
7 detailed UX performance scorecards with a total of 320+ review parameters, and with performance comparison against AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive, along with a general comparison to 214 top-grossing US, European, and International online retail sites.
A 120+ page audit report with 40 prioritized suggestions for UX improvements. Each explain the identified UX issue, the suggested change, and show 2–4 best practice implementation examples from other Insurance sites and leading online retail sites.
A 2-hour video conference with you and your team to discuss the audit results.
12 follow-up calls with your UX auditor. Useful for follow-up questions or feedback on your redesigns or prototypes.
Reach out below to discuss your needs or request a UX audit of your Insurance site.
Refund Policy: In the event that we’re unable to provide 40 suggestions for improvements we’ll still complete the audit and leave it up to you if you want a refund.
Lead time: A typical full site audit takes around 17-25 work days - depending on time of year, project scope and auditor availability.
Confidential: All client-specific audits and UX scorecards are strictly confidential; they are not included in Baymard’s public benchmark databases or shared with anyone else (NDA is possible).
Unbiased: As Baymard does not offer any kind of design or development services or sell e-commerce technology, the UX audit will always be a completely unbiased analysis of your site, and not an indirect “sales pitch” for other services. At Baymard our specialization is the UX audit.
“I wanted to begin by saying how incredibly impressed I have been with the degree/depth of content shared on UX/UI best practices for eCommerce experiences. This has by far been one of the most valuable workshops I have ever attended in my professional career.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
“I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!”
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings throughout my career in B2B, B2C, and hospitality.”
“The Baymard team has been a delight to work with on the JohnLewis digital platform audit. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk-through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.”
“Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.”
“This UX audit has been very helpful, not just for our design and product teams, but even for the UX research team, because we can reference back to the audit, either in the design of a user research session or when we analyze findings. Thank you very much; this has been incredibly valuable.”
“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources, and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally, and the recommendations contain actionable and insightful information.”
“We have recently tested some of your recommendations for the Avast checkout and got some great wins!”
“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us.”
“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.”
“The recommendations in our audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!”
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”
“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.”
“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
“Thank you very much for your time and the presentation. It was super useful, comprehensive and most importantly very concrete, so that we know exactly what to do next. We will definitely recommend you to other divisions within Bosch.”
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
“I really like the work Baymard Institute does around usability. Their articles often get my Ecom gears turning.”
“We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.”
“We are very excited to finally proceed with the UX improvements, and I truly believe your audit report will be super helpful to put us ahead of the wave. If you ever need a reference, please do not hesitate to share my contact.”
“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.”
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“We like what we are reviewing from the audit - great analysis and feedback.”
“[Wanted to] say thanks, because we had a meeting yesterday everyone’s really excited about this. It’s really got everyone motivated and interested in what we’re going to tackle next so it’s been really invaluable, I think.”
“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.”
“Let me say that it was exceptionally well done, and we are super excited to implement every one of the recommendations there. Everything you said has usually been a case of discussion in the past, but having them recommended in a deck like this will allow us to move forward.”
“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.”
“Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.”
“Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.”
“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.”
“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.”
“A great presentation, and the results were very eye-opening. It’s really helpful.”
“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.”
“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.”
“I just wanted to thank you guys for all of the time that you’ve put into this, and for a great presentation. We don’t have anyone at the company that has formal UX/UI experience, so being able to tap into Baymard’s resources/expertise is an immediate win for us. Some of the things you pointed out, we’ve already identified as areas for improvement (which was validating), but a lot of the recommendations are things that we hadn’t identified and are for the most part immediately actionable.”
“I’m very impressed! Not about our site’s performance, quite the opposite, but about your work. Very detailed and packed with great and tangible advice. This was exactly what I dreamt about, but sometimes you just have to be careful dreaming.”
“A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.”
“Thanks for this audit and your good work. This was exactly what I was aiming for. Also thanks for the very, very professional presentation, and answering all our countless questions. Very good work.”
“First off, thank you. This was the most engrossed I’ve ever been in a 2-hour meeting. This [audit presentation] was incredibly insightful and very helpful. Many, many thanks.”
“I was able to bring these designed solutions home with me and kickoff multiple optimization projects that I am confident will affect the site in a positive way, both in usability and conversion.”
“This has been fantastic: really good recommendations, really comprehensive.”
“Thank you, this was really insightful!”