Google Compare UK vs CoverHound US - User Experience Review

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

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