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Progressive Leads Largest Auto Insurance Websites in First Forrester Rankings

Forrester study modeled on a similar review of bank websites finds that insurers excel at transaction and service content and functionality, but lack in navigation.

Mayfield Village, Ohio-based Progressive Casualty Insurance took the top spot in Forrester Research’s 2010 US Auto Insurance Secure Site Rankings, beating out Allstate Insurance (Northbrook, Ill.), GEICO (Chevy Chase, Md.) and State Farm Mutual Automobile Insurance (Bloomington, Ill.)

The Cambridge, Mass.-based researcher has ranked US and Canadian banking websites on similar criteria since 2006, but this was the first for auto insurance.

Forrester graded value, navigation, trust, presentation, transact content and functionality and service content and functionality. Progressive’s overall score of 82 out of 100 beat GEICO’s 79, Allstate’s 74 and State Farm’s 50. Their average score of 71 is below the average score of the similar study of American banks, but ahead of the Canadian average.

Transact and service content and functionality are strengths for most insurers, with all four companies reviewed combining for an average score of 84 in the former and 77 in the latter. Navigation (average score of 53) was a shortcoming particular to auto insurance sites, Forrester noted.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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