25 July 2006

Web accessibility is closely linked to winning motor insurance customers in the US, according to research by Web Mystery Shoppers.

The survey found a direct correlation between the shopper's opinion on how easy the site was to use and whether or not they would recommend it to a friend.

Commenting on the research, Tema Frank, the president of Web Mystery Shoppers International, said that competition within the motor insurance market had prompted an improvement in accessibility since a similar study was held in 2004.

However, the study did show that some companies could still improve their online application process by making it wholly dependent on the Internet.

Ms Frank argues that some consumers are "pretty annoyed to discover at the end of filling out page after page of questions that they still have to speak to someone to finalise the process".

Web Mystery Shoppers generates both qualitative and quantitative data to assess the accessibility and usability of websites.

© Adfero Ltd

Keep up to date with industry and Nomensa news by signing up to Nomensa newsletters.