New Insurance UX Benchmark with 1,700+ Performance Scores and 1,200+ Best Practice Examples

At Baymard we’ve just released a new UX benchmark of Insurance sites.

This follows from our large-scale user testing and adds to our existing e-commerce UX benchmark.

7 Insurance UX Case Studies

The 7 sites have been manually assessed across 320+ research-based UX parameters relevant to Insurance sites, resulting in 1,700+ weighted UX performance scores and 1,200+ best-practice examples from Insurance sites.

For the benchmark, we rated 7 Insurance sites:
AXA UK, Generali, State Farm, Liberty Mutual, Travelers, Allstate, and Progressive.

You can explore our 7 in-depth Insurance UX case studies using the below links:

Insurance UX Performance

The 7 Insurance sites’ 1,700+ UX performance scores are summarized in the interactive scatterplot below — showing you how they perform collectively and individually:


A publicly available overview of the research and benchmark can be found on our Insurance research overview page.

Getting access: all 1,700+ UX performance scores, 1,200+ best-practice examples, and the UX insights from researching the Insurance industry are available immediately and in full within Baymard Premium. (If you already have an account open the Insurance study.) If you want to know how your Insurance website performs and compares, then learn more about getting Baymard to conduct a Insurance UX Audit of your site.

Authored by Anders Nielsen on May 23, 2023

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