WUA conducted the annual Web Performance Scan Health Insurance again in November 2016. In this research, 1,000 consumers searched for health insurance, 700 consumers did this on desktop, 300 with a smartphone. Each respondent visited and evaluated five websites, ultimately resulting in no less than 5,000 evaluations.
Also read: CZ.nl favorite among 1000 consumers in online health insurance orientation research 2017
Limited shifts within top 3
Just like last year, CZ.nl, ZilverenKruis.nl and Menzis.nl occupy the podium in positions 1-3. The health insurers naturally perform well on underlying themes in the WUA Web Performance Scan model (Look&Feel, Offering and Brand). Consumers know how to find the well-known names, the top 3 is found by an average of 35% of Desktop respondents. Findability plays an important role in the final evaluation. That's logical too, if a website is not found or found little, it can't gain great preference either.
Looking further, we see some interesting shifts. For example, Ditzo.nl moves into the top 10. Ditzo.nl thereby rises no less than five places (from 11 to 6). Ditzo.nl proved excellently findable on smartphone in this research, an important reason for the significant rise.
DeFriesland.nl: The success continues
Besides Ditzo.nl, there's another player making its appearance in the top 10: DeFriesland.nl. The Frisian health insurer thereby manages to continue the strongly rising trend from previous research. Where DeFriesland.nl could be found in 22nd place in 2014, the health insurer advanced to 15th position last year. This year DeFriesland.nl moves up another 7 places to position 8.
This continuous rise of DeFriesland.nl is the reason for this article. What does DeFriesland.nl do so well again this year? We zoom in specifically on the desktop research in which 700 consumers participated. What ensures that the Frisian insurer manages to win over its website visitors? We do this based on two main themes of the WUA Web Performance model: Look & Feel and Offering.
1 Look&Feel: Visitors of DeFriesland.nl quickly find information
DeFriesland.nl scores first place on no less than 9 of the 13 detailed questions. On the other four components, the provider can be found in the top 3. DeFriesland.nl scores highest on Information at a glance, Relevance immediately clear and Little superfluous information. Consumers appreciate the clear, well-organized structure of the website. Prices, text links and buttons to additional information are clearly visible. The changing background color and smart use of tabs and expandable items ensures a logical and clear division of information. This allows people to properly distinguish main points from side issues. In the words of two consumers: "Clear what information is there, no information overload." And also: "Not too busy and not too little. Just right."
Source: Screenshot DeFriesland.nl
2 Offering: DeFriesland.nl makes comparing the offering easy
In an earlier article we already read that it's important for consumers that they can view a health insurer's offering in a simple, clear way. Particularly the wide choice of supplementary insurance doesn't always make it easier for consumers to make a suitable choice.
On the 9 detailed questions on Offering in total, DeFriesland.nl ends up in the top 3. Consumers give the health insurers good scores when it comes to the aspects Amount of choice options and Making choice easy. People appreciate the clear way in which basic insurance and supplementary insurance are shown on one page. The premium amount is directly visible and the mutual differences between the various insurances can be seen at a glance. DeFriesland.nl succeeds very well in presenting everything in such a way that consumers quickly arrive at a suitable choice, despite the diversity in offering. Consumers speak clear language: "Clear explanation and choice options." and also: "It is clear and logically structured."
Source: Screenshot DeFriesland.nl
As mentioned, DeFriesland.nl has shown strong growth for three years in a row now. 7 places gained in 2015 and again 7 places gained in 2016. That promises a lot for next year... 🙂
Also read: How Anderzorg.nl makes comparing supplementary insurance easy
