Web Connect- Category level Snapshot

How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

Life Insurance Portals

August-September 2008
 Study Overview
¾ The first user-response based syndicated research study tracking ‘user
friendliness’ of popular websites at the category level on a quarterly basis

¾ Rating and ranking of websites using 20 distinct parameters that measures

both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website

• Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’

index of the website vis-à-vis the key competitive websites in the category

• Eventually measures the overall ‘website user friendliness’ (WUF) Index of

the website benchmarked against the key competitive websites in the
category
 Websites Tested
• LIC India

• Max New York Life

• Reliance Life

• ING Vysya

• Bharti Axa Life

• Aviva Life

• HDFC Standard Life

• ICICI Pru Life

• Bajaj Allianz Life


User Friendliness Measuring Schema
3. Distinctive in identity (branding)
4. Presentation of content (layout)
5. Aesthetics (color, text, graphics)
6. User identification with the site
7. Ease of comprehension
1. Browser Compatibility 8. Relevance of content
2. Download Time 9. Relative quality of content
10. Ease of locating task info
11. Ease of conducting the task
12. Navigation flow between pages
13. Navigational cues and helps
14. Error recovery
15. Customer responsiveness
©
16. Timeliness of task completion
17. Adequacy of task completion
18. Quality of usage experience
19. Perceived sense of security in usage
20. Brand preference creation

Site is easily accessible Site is likeable and relevant Site is easy to use with hassle-free navigation Site delivers task accomplishment

Ease of Access Design Appeal Ease of Usage Usage Satisfaction

Accessibility Index Appeal Index Navigability Index Satisfaction Index

User Friendly Interface User Friendly Experience

User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)

Website User Friendliness

Category Level Website User Friendliness Index (WUF)
Overall Website User Friendliness*
Website WUF Index Relative Index

Reliance Life 5.5 100%

Bharti Axa Life 5.3 97%

Max New York Life 5.0 91%

HDFC Standard Life 4.8 88%

Aviva Life 4.4 81%

Bajaj Allianz Life 4.4 80%

ICICI Pru Life 4.1 75%

LIC India 3.9 72%

ING Vysya Life 3.6 66%

* Includes live ratings by both website’s own users as well as users of competitive websites
WUF Ratings - Users vs. Non-Users
Ratings by Website’s Users only Ratings by Website’s Non-Users only

Reliance Life Bharti Axa Life

Max New York Life HDFC Standard Life

Bharti Axa Life Aviva Life

Bajaj Allianz Life ICICI Pru Life

HDFC Standard Life Bajaj Allianz Life

Aviva Life Max New York Life

LIC India Reliance Life

ICICI Pru Life LIC India

ING Vysya Life ING Vysya Life

Top Websites by the 4 Sub Parameters

User Friendliness Rank 1 Website by Rank 1 Website by

Sub Parameter Users Non-users
(WUF Index) (WUF Index)

Ease of Access Reliance Life Bharti Axa Life

Design Appeal Reliance Life Bharti Axa Life

Ease of Usage/Navigation Reliance Life Bharti Axa Life

Usage Satisfaction Reliance Life Bharti Axa Life

Website User Friendliness Perceptual Map
Life Insurance Portals
.2

Design Appeal

Max New York Life

.1 Reliance Life
ING Vysya Life

Bharti Axa Life

HDFC Standard Life
-.0 Aviva Life

LIC India
Usage Satisfaction
Ease of Access
-.1 Ease of Usage

ICICI Pru Life

Attribute

-.2
Bajaj Allianz Life

-.3

-.3 -.2 -.1 -.0 .1 .2 .3

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes.
 Methodology
• Online survey conducted using JuxtConsult’s own net users panel (www.getcounted.net)
and Google search ads (AdSense only)

• ‘Live’ ratings of websites by category users – a website’s current users and its potential
users (user of competitive websites)

• Reporting sample of over 2,700 responses for the category – at least 240 respondents per
website for the top 9 websites in the category. For each website, half the respondents
were asked to ‘surf the homepage’ and half to ‘perform a relevant task’ on the website

• Findings of Life Insurance websites is representative of over 27 million online Indians

• Data made representative of online Indians across SEC classes, age groups, income
groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult
India Online 2008 Study)
Respondent Profile – Life Insurance Portals

August-September 2008

Demographic Attributes Respondent Profile

(Sample size – 2,740
Representation Size - 27 million)
Gender Male 84%
Female 16%
Age Distribution Below 13 years Not included in study
13-18 years 7%
19-24 years 35%
25-35 years 39%
36-45 years 13%
Above 45 years 6%
City Type Up to 1 Lakh 10%
(Population Size) 1-5 Lakhs 12%
5-10 Lakhs 49%
Above 10 Lakhs 29%
City Type Metro 33%
(Market Size) Urban uptowns 7%
Emerging Towns 17%
Others 43%
Respondent Profile – Life Insurance Portals

August-September 2008
Respondent Profile
(Sample size – 2,740
Demographic Attributes Representation Size - 27 million)
Region-wise Distribution North 21%
East 15%
South 33%
West 31%
Socio-economic Classification SEC - A 31%
SEC - B 35%
SEC - C 24%
SEC - D 8%
SEC - E 2%
Monthly Household Income Up to Rs. 10,000 57%
Rs. 10,000 – Rs. 30,000 28%
Rs. 30,000 – Rs. 50,000 6%
Above Rs. 50,000 9%
Most Expensive Vehicle in the HH 4-wheeler 23%
2-wheeler 46%
Bi-cycle / others 16%
Don't own any vehicle 15%
Category Level User Friendliness Report
1. Overall WUF ratings# of the top websites in the category by current category users and non-
users (minimum 100 live test responses per website reported)
2. Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the
‘usage experience’ (UZEX)
3. Rating of each reported website on the 4 key website user-friendliness attributes (and the 20
individual parameters within these 4 attributes):
• Accessibility (browser compatibility, download speed)
• Appeal (distinctive looks, organized layout, aesthetics, user identification, distinctive content,
content relevance, ease of comprehension)
• Navigability (ease of locating info, ease of conducting task, navigational cues, error recovery,
contactability/responsiveness)

• Usage Satisfaction (task completion, adequacy of solution)

4. Overall rankings also reported by key consumer segments**
5. Relative rankings of the attributes as considered important by users in choosing between
websites in the category

# all category level ratings are provided by respondents on a 5 point qualitative scale
** depending on the sufficiency of sample size of relevant respondents
JuxtConsult Website User Friendliness Study
Pricing of Reports

Report One Time Report* Annual Subscription*

(1 quarter report) (4 quarterly reports)
Nos. Amount (Rs.) Nos. Amount (Rs.)

Category Level User Friendliness Report 1 150,000 per category 4 400,000 per category

• Payment Terms : One time Reports - 100% advance

: Annual Subscription - 50% advance, 50% before 3rd report

• Delivery Timeline : First Report – 1 week from date of order

: Quarterly Reports – By 15th of the month after quarter ends

• Report Delivery Format : PDF

* 12.36% service tax extra

 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!