I shall look at
carinsurancefor1day.co.uk as a prospective customer who is middle-aged and rather unsure
about setting up insurance online.
•The only occasions requiring one day insurance are all likely to be
stressful. I want to find out the facts quickly, and don’t want to
waste time filling in a form if the company is not likely to cover
• I am likely to be a little suspicious and want reassurance that
the site will help me get valid insurance.
With images enabled
I don’t like the big moving picture. Apart from making me feel
queasy, I suspect it uses up my data. I’m not interested in the
idyllic scenes in the other pictures. They seem far more appropriate
for a holiday or estate agent’s site. I find them distracting.
With images blocked
This is much better for me. I can look at the text and the
navigation list without being distracted.
The navigation table at the left side is clear and covers many
things I’d like to check before completing the quote form.
When I click on the big picture to get a quote, it takes a little
while for the form to load and this makes me nervous. Where am I
going? Is this site really safe?
Then, when I get to the form I see I am now at another company’s
site. I would feel more confident if :
• I’d been told you are an agent for the insurer
•The quote form could be embedded in your site
This is clearly written, but maybe too much for the first page. I
think it is better to have less text with just the key points. The
visitor can see the navigation bar so, if interested, can explore
further. Keeping text short, with a clear ‘get a quote’ button is
all I need to see on page one.
Using bullets is good as research finds many internet users skim
rather than read. If people are in a hurry or are stressed, they
might respond better to organised text.