Last year, ANWB won in multiple studies in the insurance, travel, and automotive industries. In the most recent car insurance study, it’s once again ANWB that takes the lead – 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 were seen smiling 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 instantly provokes a positive feeling. This is also mentioned by consumers: “Friendly, which makes it inviting to keep looking”, and “Exudes optimism, nothing can go wrong and all your problems will be solved.” Website visitors feel seen, and are interested in continuing their orientation.
