• Ranking on common search terms
• Overall look and feel of the site
• Clarity of proposition and price
• Clarity of calls to action
• Availability and clarity on what cover the policy offers
• Ease of contacting insurer
• Ease of accessing quote section
• Clarity of what is needed to complete quote
• What questions are asked?
• Is the progress and length clear?
• Length of form length of form and how the form is grouped into sections
• How errors are dealt with
• Is it clear how to progress through the form?
• What is done to engender trust?
• Is it clear how to get help as you fill out the quote form?
• What information is given with the final quote?
• Can the user e-mail or save the quote?
• Is it clear what you should do next?
• Strengths of processes
• Weaknesses of processes
• Overall summary of the experience