Is a shorter online quote process always better?
In a recent project involving an online quote and signup process, we found some interesting results relating to brevity which might initially seem counter-intuitive. Our client had developed an online process that required users to enter the absolute minimum to get a quote. The process was simple, efficient and in three easy steps provided a price, which was then further customised with customer information. Our research showed that customers found the initial process too short, making them doubt its accuracy and feel that the quote would not meet their needs. An estimate that could be further tailored with options, discounts and individual qualifiers was possibly acceptable to them, but the initial quote was not clearly enough promoted in this way. In addition, once a price was presented they perceived that was it.
Customers overwhelmingly preferred to take the time over a few more steps to accurately enter all the information required to get a precise quote once only. Moreover, a greater level of detail was more in keeping with the organisation’s offerings, which were not at the lower end of the market in terms of price.
As with many things, online processes are about achieving a balance appropriate to the task and the target market. Shorter is not always better. Make it too long or difficult and customers will give up, make it too short and it will be perceived as throwaway.
Tuesday, April 27th, 2010, 10:18 am, News
