Last year ANWB won in multiple studies in the insurance, travel and automotive industries. In the most recent car insurance study, it's ANWB taking the lead again. For the twelfth time. Leading elements are the trust and sympathy the provider generates. Below: how ANWB sticks to this golden formula.
Header: personal and positive
Where last year a father and daughter looked smilingly at the website visitor, this time it's a mother with two children. This sets the tone: the visitor's attention is drawn to the page-wide header, and a smiling face immediately evokes a positive feeling. This is also mentioned by consumers: "Friendly, which makes it inviting to look further", and "Radiates optimism, nothing can go wrong and all your problems will be solved." Website visitors feel seen, and are interested to continue their exploration.
Image 1: shows the desired result of having car insurance
ANWB is a strong brand, and continues to support its brand
In the Digital Excellence Monitor 2018 it was already said: performing better than customer expectations breeds sympathy. Becoming a known name in multiple markets is something ANWB has achieved by responding to customer feelings. The rating from other customers also helps ensure that consumers continue on the website with confidence. To the USPs for example: the 24/7 ANWB roadside assistance, free replacement transport, and the Safe Driving Car Insurance, which are all briefly highlighted. If desired, consumers can click on the header to receive more information.
The ANWB website wants to help you
The design of the website gives you the feeling that it wants to help you, which is pleasant for the consumer ("ANWB website gives a good feeling thanks to design and photos"). For example, above the text 'free replacement transport', visitors can also see a man with two children being helped by a man in an orange overall. ANWB wants to help you. Something that is also emphasized in website elements. A sticky chat asks the website visitor 'can we help you?'. This helps to keep the threshold for contacting the organization very low. For consumers who prefer to call, there's clearly a phone number in the top right of the website in large, bold font.
Chatbox on ANWB page: Can we help you?
Extra discount for safe drivers
The website's offer is also attractive. ANWB offers a 15% extra discount (communicated via a large yellow button) and if you drive safely, another 30% extra ("I find that safe driving insurance a godsend. Great!").
The ANWB website tells 1 story
On all three elements of Look & Feel, Offer and Brand, ANWB has a strong position in the car insurance industry. All elements support each other: the appearance of the site is sympathetic, the offer is attractive, and the brand is experienced as reliable thanks to the USPs, chat option, and photos of people who are smiling and continuing their journey on the road.
