Insurance carriers don't just stumble on the good and bad qualities of their Web properties, and then make adjustments. Insights gleaned are often the result of ongoing quality assurance efforts that provide a roadmap to effective Web stewardship.New York Life Insurance Co, New York, has launched an affiliation with an application service provider that offers Web tracking and measurement services through a branded program called HitBox.com. The data that's extracted helps New York Life make analytical decisions about the site, says Michael Battaglino, corporate vice president of Internet marketing.

The company that has perhaps reaped the most exposure as a Web site reviewer is Gomez Advisors Inc., based in Lincoln, Mass. Through a campaign known as the Gomez Insurance Carrier Scorecard, Gomez' goal is to shepherd consumers to the Web sites that best meet their needs. Scorecard evaluates sites on more than 150 objective criteria, which range from policy quoting, policy management and ease of use.

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