7 CX findings on how to help the user choose a VHI policy

In February and August 2022, we conducted a comparative study of insurance company websites to find out where it is easier and faster to get a VHI policy for individuals. Our sample includes the websites SberStrakhovanie, Ingosstrakh, AlfaStrakhovanie and RESO-Garantia. As part of the study, we measured the metrics, found out what barriers, drivers and expectations arise when a user selects a policy.

We want to share with you our key insights. We hope they will help to form an idea about the behavior of users on the site and take it into account when shaping the customer journey.

1. The progress bar works

A progress bar, design steps, a stepper in the form – all this helps the user navigate the route, understand where he is now, and give direction to actions. There is no progress scale in the calculator on the RESO-Garantia website. On the websites of Ingosstrakh and AlfaStrakhovanie, there is a progress scale in the calculator.

Registration steps in the AlfaStrakhovanie calculator.
Registration steps in the AlfaStrakhovanie calculator.

On the SberInsurance website, the calculator has a progress scale, and the start page also describes how to apply for VHI.

Description on the start page of SberInsurance.
Description on the start page of SberInsurance.

It is important to guide the user through the scenario without overloading them with information and at the same time pointing out the direction of action.

2. A map of the location of clinics is more convenient than a list

By the location of the clinics, it was more convenient for users to navigate on the map, and not in the list. All companies, except for RESO-Garantia, have clinics displayed on the map. At RESO, clinics are presented only as a list.

Displaying clinics on the map in the Ingosstrakh calculator.
Displaying clinics on the map in the Ingosstrakh calculator.
Representation of clinics in the calculator on the RESO-Garantia website.
Representation of clinics in the calculator on the RESO-Garantia website.

3. Conditions of VHI packages: write easier!

When choosing between packages, users want to quickly find out what their difference is, preferably on the same page. Users are ready to read detailed conditions in the form of PDF files only at the stage of registration, but not when choosing a package. On the AlfaStrakhovanie website, users are forced to read multi-page PDF documents in order to understand what is included in each specific package and to understand how packages with the same set of services but different prices differ.

Description of one of the VHI programs in AlfaStrakhovanie.
Description of one of the VHI programs in AlfaStrakhovanie.

On the RESO-Garantia website, users also have to study the composition of the package in the form of solid text on the page, where there are no accents and it is difficult to single out the key from the entire array of text. In the new version of the RESO-Garantia website design, the link to the full list of services was removed, leaving only a brief description of the basic program.

How services were described on the RESO-Garantia website.
How services were described on the RESO-Garantia website.
Description of services in the calculator on the RESO-Garantia website (new version).
Description of services in the calculator on the RESO-Garantia website (new version).

4. The gender of the insured may affect the cost of the policy, but you will not notice

On the AlfaStrakhovanie and SberStrakhovanie website, the Gender field is missing in the calculator. There is a gender selection field in RESO-Garantia, but gender does not affect the cost of the policy: for men and women, the cost of a VHI policy is the same under other conditions that match.

Only on the Ingosstrakh website, the VHI package for women is more expensive than the VHI package for men.

This pricing logic is provided in all cities of Russia, except for Moscow. In the “Frequently Asked Questions” section on the start page, there is information that the cost depends on gender, but without explaining the reason. And on the calculator page in the “Question – Answer” block it is indicated that “the cost of health insurance is affected by: the age of the person accepted for insurance, the list of services included in the product, and the city of attachment (that is, the city of permanent residence)”. that the sex of the insured will affect the cost of the VHI policy is not here. We consider such pricing conditions not transparent for users.

5. Information about the cost of the VHI package: do not deceive expectations

Users expect to find out the price on the site. But on the Ingosstrakh website, if users chose a calculation without a deductible, they were asked to leave an application – there was no opportunity to find out the price and issue a policy online. At the same time, the website states that you can apply for a policy online in 3 minutes.

You can find out the cost without a franchise on the Ingosstrakh website only through an application.
You can find out the cost without a franchise on the Ingosstrakh website only through an application.

On the RESO-Garantia website, the cost is calculated, but below it is explained that it is not final and you can find out the final cost only in the office or when contacting an insurance agent.

6. Franchise is the dark horse of VHI

In the course of the study, we identified a pattern: a package with a franchise will be cheaper than a similar one without a franchise. By default, RESO-Garantia users are offered a package without a franchise with a higher price. Other insurance offers include deductible packages, which are cheaper. RESO loses out to competitors in this matter, since there is no transparent pricing when calculating the VHI package. We will tell you more about the franchise below.

7. Users are ready to issue a policy online

Users trust online registration and are ready to buy a VHI policy in this way if the information provided is sufficient. However, the sites of insurance companies do not provide answers to all user questions. Those who are generally ready to apply for a policy online still have unanswered questions before applying: for example, about the list of doctors and their categories, about specific services included in the VHI policy. Some users noted that if the insurance company did not provide online registration, they would leave to look for alternative options from other companies.

On the RESO-Garantia website, it is not possible to issue a VHI policy online.
On the RESO-Garantia website, it is not possible to issue a VHI policy online.

Bonus! How information about the franchise is presented on insurance websites

A franchise when choosing a VHI policy can become a pitfall if the user does not understand the issue:

  • On the SberInsurance website, the franchise is included in the VHI package by default.

  • On the Ingosstrakh website, users are given the choice of calculating a package with and without a franchise.

Options for issuing a VHI policy in the calculator on the Ingosstrakh website.
Options for issuing a VHI policy in the calculator on the Ingosstrakh website.
  • There is no information on the AlfaStrakhovanie website about whether or not the franchise is included in the cost of the VHI policy. We assume that it will be possible to find out about this already at the stage of registration, when the contract arrives by mail.

  • On the RESO-Garantia website, there is an optional field “Franchise” in the calculator. If the user does not select anything, then the default is considered to be a package without a franchise.

There is no explanation about the franchise on the RESO-Garantia website.
There is no explanation about the franchise on the RESO-Garantia website.

Franchise in terms of user experience

Ingosstrakh

The franchise selection field was mandatory, but there was no specific explanation of what a franchise is and what it is for. It was a barrier for users on their way.

RESO-Garantia

The franchise selection field was optional and users did not pay attention to it, this was not a barrier when calculating the cost of VHI. At the same time, the presence of a franchise in the policy significantly affects its cost. For example, in the Economy category, the cost without a franchise is 42,000 rubles, and with a 25% franchise – 21,785 rubles. But none of the users paid attention to the Franchise field and did not select its value, by default the calculation in the calculator was without a franchise. The site does not provide information on what the cost of the policy depends on. Users with a priority on the budget price have no understanding of how they can influence it when choosing a franchise.

AlphaInsurance

There is no information on the website whether the franchise is included in VHI packages. We assume that it will be possible to find out only at the stage of registration, when the contract for the provision of services comes to the post office.

SberInsurance

The site indicates that the franchise is included in the VHI policy, and also gives a clear explanation of what a franchise is and why it is needed.

Instead of an afterword: help the user at every step

It is easier for users to navigate the site when the script is visible and understandable or the scheme of actions is prescribed. It is faster and easier to make a choice when all the necessary information is presented or there is an explanation of where to read it. It is important to lead the user through the site with an invisible hand, helping to make a choice at every step and giving the information necessary here and now in a timely manner.

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