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Cutting friction from a car-insurance quote journey

Markerstudy
  • Usability testing
  • Four Forces
  • In-depth interviews

Seven in-person interviews and live usability walkthroughs of the end-to-end RAC quote journey with recent UK insurance buyers, framed by the Four Forces of switching, to find where the journey loses people and what holds customers back from switching insurer.

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The challenge

Where does the online car-insurance quote-and-purchase journey lose people, and what holds customers back from switching insurer?

Mindset first, then the live journey

Seven in-depth, in-person interviews plus live usability walkthroughs of the full RAC quote journey, with pre-task interviews to capture mindset and recent behaviour. Participants were all recent insurance buyers, in a mixed device order, and the findings were framed by the Four Forces. Four weeks end to end.

What we found

Switching is pushed by rising costs and poor experiences but held back by inertia: many renew by default. Brand reputation and added benefits pull customers in, but switching anxieties linger right up to purchase. And mobile cognitive load and unclear UI elements undermined the quote experience itself.

The impact

A clear read on the switching psychology plus prioritised usability fixes for the mobile quote journey, so the experience converts more of the quotes it earns.

Our involvement

What we did

Research

In-Depth Interviews

Seven in-person interviews with recent UK car-insurance buyers, with pre-task questions to capture mindset and recent behaviour before the walkthrough.

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What it is

In-person interviews that capture what a customer was thinking and doing before they landed on your journey.

When you need it

You need the switching psychology behind the funnel numbers.

What you'll get

Why customers renew by default, what pulls them to switch, and the anxieties that linger to the point of purchase.

How we do it

Seven in-person interviews with recent buyers, mixed device order. Typical timeline: 2 weeks.
Research

Live Usability Walkthroughs

Task-based usability of the end-to-end RAC quote journey, live, so drop-off points and unclear UI were seen rather than inferred.

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What it is

Live, task-based walkthroughs of the full quote-and-purchase journey.

When you need it

A journey is losing people and analytics can't tell you why.

What you'll get

Prioritised usability fixes for the quote journey, mobile first, with the cognitive-load problems named.

How we do it

Moderated walkthroughs on the participant's own device during the interview. Typical timeline: 2 weeks.
Synthesis

Four Forces Analysis

Framed the findings through the Four Forces of switching, push, pull, inertia and anxiety, so the fixes address what actually holds customers back.

Get an indicative price No sign-up required.

What it is

A switching framework that separates what pushes customers away, what pulls them in and what holds them still.

When you need it

You want to convert more of the quotes you already earn, not just generate more of them.

What you'll get

A clear read on the switching psychology plus a prioritised list of usability fixes.

How we do it

Four Forces synthesis across the interviews and walkthroughs. Typical timeline: 1 week.
Case studies

Our research work