Insurance Survey
Discussion
Hi All,
The results of the insurance survey are in and we thought you’d like to see some of the results...
In total we had 2405 completed responses, PH typically sees around 4.1M unique visits per month so bear in mind this is just a fraction of the user base, but it’s a good set of data to see some trends.
We appreciate the functionality of the survey wasn't to everyone's tastes and there were a few niggles (http://www.pistonheads.com/gassing/topic.asp?h=0&f=24&t=1634093) so we hold our hands up to that
we were using a new bit of tech called Get Site Control and it was the first time we had run a survey through the system.
The purpose of the survey is to get insight from the users to help decide what the next best steps are in the approach to insurance promotion on Pistonheads, since the Adrian Flux and PistonHeads agreement came to a close.
To put any concerns raised to rest, you weren't being data mined! As you could see, there was no data capture (email address/phone number/username input) as we thought that might put you off answering honestly. Equally, no capture around date of insurance renewal questions and the like. Alas (for us!) there is no way to track a user even if they were logged in when undertaking the survey either (we're not quite that advanced!).
We had some interesting feedback, especially in the free form text sections. Comments like "STOP ASKING ME QUESTIONS", "YAWN" and STOP" were a personal highlight
; just to reiterate, it wasn't a mandatory survey....
Decipher how you will, it would be great to get your opinion... Some of the data was surprising, some of it predictable. Free form text is preventing a quick analysis of cars driven and responses to specific questions etc, but below you can see the top level stats.
Here are some screen grabs of the findings:
The results of the insurance survey are in and we thought you’d like to see some of the results...
In total we had 2405 completed responses, PH typically sees around 4.1M unique visits per month so bear in mind this is just a fraction of the user base, but it’s a good set of data to see some trends.
We appreciate the functionality of the survey wasn't to everyone's tastes and there were a few niggles (http://www.pistonheads.com/gassing/topic.asp?h=0&f=24&t=1634093) so we hold our hands up to that
we were using a new bit of tech called Get Site Control and it was the first time we had run a survey through the system. The purpose of the survey is to get insight from the users to help decide what the next best steps are in the approach to insurance promotion on Pistonheads, since the Adrian Flux and PistonHeads agreement came to a close.
To put any concerns raised to rest, you weren't being data mined! As you could see, there was no data capture (email address/phone number/username input) as we thought that might put you off answering honestly. Equally, no capture around date of insurance renewal questions and the like. Alas (for us!) there is no way to track a user even if they were logged in when undertaking the survey either (we're not quite that advanced!).
We had some interesting feedback, especially in the free form text sections. Comments like "STOP ASKING ME QUESTIONS", "YAWN" and STOP" were a personal highlight
; just to reiterate, it wasn't a mandatory survey.... Decipher how you will, it would be great to get your opinion... Some of the data was surprising, some of it predictable. Free form text is preventing a quick analysis of cars driven and responses to specific questions etc, but below you can see the top level stats.
Here are some screen grabs of the findings:
Interesting,
I took part in the survey so thanks for publishing the results.
Are Pistonheads looking to strike up another partnership with a different insurer?
One question I think you could have asked,
"Is your car modified?" or "heavily modified?"
That could have given you a better direction when choosing a new partner.
If 90% of cars are just mainstream standard vehicles then there may be no benefit in approaching a specialist insurer.
I took part in the survey so thanks for publishing the results.
Are Pistonheads looking to strike up another partnership with a different insurer?
One question I think you could have asked,
"Is your car modified?" or "heavily modified?"
That could have given you a better direction when choosing a new partner.
If 90% of cars are just mainstream standard vehicles then there may be no benefit in approaching a specialist insurer.
Thanks for the response, yep the plan is to find another insurance partner although we are in debate about which way to go. As with all of these things we have three stakeholders to keep happy; the Users, PistonHeads and the chosen Insurer. If it doesn't work for one or more of them it wont work at all, and as we all know it all starts and ends with the users.
We want to work with someone that suits the majority of PH audience and their buying habits but from the looks of the survey that will likely need to be an aggregator which can be tricky to get working, as why wouldn't a user just go straight to their aggregator of choice from the top 5 companies. Also commercials aren't overly appealing here either; Insurers tend to pay £50-£60 per policy sold via an aggregator but aggregators only pay a publisher in the region of £5-9 per click out to an insurer post application.
Interesting point about the modifications too and I'd be inclined to think that your suggestion on the 90/10 split is about right, we know at least 70% of the respondents are insuring with "Mass Market" companies for their main car. Raises a point that it would be good to get more insight on other cars users may own at some stage. Personally and I can only base it on going to Sunday services, of those that are modified I'd imagine performance mods will be more common place, and neons, huge camber and floor scraping body kits less so!
As we know that most PHers may have something interesting in their garage but is unlikely to be their daily so there is still a big potential user base for mass market/(boring!) cars despite being a PH audience (so too helping to buy insurance for their kids cars etc). Really keen to get more opinion on this!
We want to work with someone that suits the majority of PH audience and their buying habits but from the looks of the survey that will likely need to be an aggregator which can be tricky to get working, as why wouldn't a user just go straight to their aggregator of choice from the top 5 companies. Also commercials aren't overly appealing here either; Insurers tend to pay £50-£60 per policy sold via an aggregator but aggregators only pay a publisher in the region of £5-9 per click out to an insurer post application.
Interesting point about the modifications too and I'd be inclined to think that your suggestion on the 90/10 split is about right, we know at least 70% of the respondents are insuring with "Mass Market" companies for their main car. Raises a point that it would be good to get more insight on other cars users may own at some stage. Personally and I can only base it on going to Sunday services, of those that are modified I'd imagine performance mods will be more common place, and neons, huge camber and floor scraping body kits less so!
As we know that most PHers may have something interesting in their garage but is unlikely to be their daily so there is still a big potential user base for mass market/(boring!) cars despite being a PH audience (so too helping to buy insurance for their kids cars etc). Really keen to get more opinion on this!
This is what happens when you apply the stupid 'popup in your face' style of intrusion.
It's quite clearly obvious that people visit this site for other things than insurance quotes. Let's not forget, the Flux partnership didn't turn out to be great, did it.
Could we see a list of the free-text field answers? It's probably the only good thing to come out of this survey.
It's quite clearly obvious that people visit this site for other things than insurance quotes. Let's not forget, the Flux partnership didn't turn out to be great, did it.
Could we see a list of the free-text field answers? It's probably the only good thing to come out of this survey.
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