Oak Park, Ill. - Home page usability of many insurance companies isn't up to snuff. That's according to a study by Vox Inc., a firm focused on increasing retention and referalls by improving the customer experience. The study analyzed the positioning of key customer and user elements, such as insurance quote and "find an agent" functions. Each company was given a rating based on a set of usability and benchmark criteria.One exception to the overall findings is 21st Century, which recently redesigned its home page to improve the positioning and clarity of the various user elements.

"In most B2C industries, common standards evolve regarding the placement of major functional elements. P&C insurance has lagged behind in developing those standards," says Luis Serpa, senior customer experience consultant at Vox. "We still see sites with erratic placement for 'Find an Agent' and Policyholder Login, with some sites not even offering these functions."

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