Insurance Companies Digital Maturity: Scoring Rationale

Insurance Companies Digital Maturity: Scoring Rationale

Uncover the methodology behind the digital maturity scoring of the UK’s top insurance companies

The top 47 insurance companies have been chosen for this report based on 2016 Non-Life net written premiums. Since 2016 ACE and Chubb Corporation have merged under the Chubb brand.  AXA have also acquired XL Catlin and Financial Insurance Company Ltd. To ensure that the rankings are up to date where companies have merged or been acquired we have used the combined Non-life net written premium figure.

To measure the digital effectiveness of the insurance companies we looked at the organisations’ websites. As many insurance companies have multiple websites we had to select one site. In the first instance, we looked at the UK version of customer facing sites under the same brand as the Group name. If there was more than one website, we selected the website which represented the highest net written premiums. For some organisations the client facing site was under a different brand name (e.g. RSA owns the More Than brand) or the company used to sell insurance we have based are research on their corporate UK site. For further details about the research methodology please see the full rationale or get in touch at


For Kagool to understand the digital maturity of UK insurance organisations, a wide range of data needed to be captured and analysed. The data for this report was collated in December 2018 and all information is accurate to the research period.

Our aim was to collate and analyse information on each of the UK’s top 47 insurance companies to learn how each performs digitally. By measuring key metrics in 8 core aspects of the organisations’ digital marketing activity, we were able to calculate an overall digital maturity score (%).

The categories measured include:

  • Mobile Optimisation
  • Calls to action
  • Content
  • Email Marketing
  • Search marketing
  • Social Media
  • Website Speed
  • Utility

Each company is given a score of 0-10 for each category apart from utility which was scored out of 5 for an overall score of 75. This is then converted into a percentage to give an overall view of how digitally mature the organisation is.

1. Mobile Optimisation

We used Google’s, ‘Mobile-friendly test’ tool is used to test how easily a visitor can use a web page on a mobile device.  Each website was given a score based on the Google test results:

0 errors = 10 points,

1 error = 7 points,

2 errors = 5 points,

3 errors = 3 points,

4+ errors = 0 points

2. Calls to action

Each organisation was given a score up to a maximum of 10. They were awarded 2 points for each of the following calls to action that were applicable to their site:

  • A link to contact page on the primary navigation
  • Online booking function (either booking a meeting or requesting a call-back)
  • Live chat functionality
  • Clear call to action on homepage
  • A phone number on the main contact page or homepage

3. Content

Each organisation was awarded a score out of 10. They were given two points for each of the following:

  • News content – Do they have dedicated news or press release pages where news content/articles are provided?
  • Blog content – Do they have a dedicated blog or insight section (separate to news)?
  • Anchor links – Are there links in news or blog content to other sections of the website within the main body of the text?
  • Video content – Is there any video content on the site at all (could also be in products and services sections as well as news and blogs)?
  • Image content – Specifically within blog or news sections are there supporting images to the text?

4. Email Marketing

Each company was awarded points up to a maximum of 10. They were awarded points for following:

  • 5 points if there was a newsletter / email sign up or subscription on website
  • 2 points if a welcome email was received within 24 hours of registration
  • 3 points if you could customise / personalise your subscription (i.e. the types of content you could subscribe for or chose the amount of emails you received).

5. Search

We used SEMrush, a competitive intelligence suite for online marketing, to look at 9 different variables which would affect an organisation’s search marketing.

  • Google UK organic traffic
  • Google UK keywords
  • Organic traffic cost
  • Google UK paid traffic
  • Google UK paid keywords
  • Paid traffic cost
  • Total domain backlinks
  • Referring domains
  • Referring IPs

For each variable we scored the companies that ranked in the top 16 positions 1 point. The next 16 companies received 0.5 points, and the bottom 17 companies 0 points.

The points for each company’s variables were then added up to a possible score of 9. The top company overall was given a score of 10.

6. Social Media

We looked at how each organisation uses 5 social media platforms (Facebook, LinkedIn, Instagram, Twitter and YouTube). For each social platform a company was given 1 point if they used the channel. The amount of times a company posted per month on each channel was then counted. The 16 companies that posted the most content on a channel were awarded 1 point the next 16 companies received 0.5 points and the final 17 0. A maximum of 10 points was available per company.

7. Website Speed

Google’s website speed tool was used to test the mobile website speed of each website on a 3G connection. Each company’s home page was tested twice, and the speeds averaged. Each company started with a score of 10 and one point was taken off for every second a site took to load. For example, if a site took 7 seconds to load they would be scored 3. Any site which took 10 seconds or more to load was given 0 points and their time noted down to provide accurate ranking.

8. Utility

The organisation was scored on whether they provided a customer portal / login. 5 points were given to organisations that provided this facility. 0 for those that didn’t.

Additional information

Maturity percentages were worked out to three decimal places and then rounded to zero decimal places. This means that while two companies may appear to have the same score their maturity rank may be different.  For example, both companies with a maturity % of 68.125 and 67.5 will show as 68% but one will rank above the other.

We have acted to ensure that the data is as accurate as possible. To ensure that the results were accurate we followed a rigorous and scientific process throughout the study. This included secondary individuals following the same rationale for a selection of organisations to ensure that the same score was reached upon re-testing.

Please note, this is a research piece. Not all the top 47 UK insurance websites have been designed and developed by Kagool. Any imagery taken from the websites and used as part of the report was taken in December 2018 or January 2019.