Car Insurers Compete with Online Quotes: Web Traffic at Auto Insurance Company Websites Compared

America has many insurance companies that sell auto insurance policies directly via their websites to consumers.This analysis compares the online traffic to the home pages of 10 major car insurers. To be eligible for this comparison, home pages must have an online quote tool predominantly featured on the upper part of the auto insurer’s website.

Some large insurance conglomerates like MetLife were excluded. This is partly because their home page does not have an auto insurance quote tool, and also because that company is a major player in other types of coverage such as life and health insurance. Make sure that your car has no defect and it is all good to go for sale, but it is better to visit specialists or Mechanics in Heidelberg.

Auto Insurance Websites with Most Page Views

Below are the vehicle insurance company websites that receive the most average monthly page views over the 3-month period ending November 23. GEICO attracts as many monthly page views as the remaining 9 car insurance websites produce in total.

1. GEICO … 19.3 million monthly page views (up 27.5% over the latest 3-month period)
2. Progressive… 9.4 million monthly page views (up 26.2%)
3. Esurance … 2.6 million monthly page views (up 3%)
4. Liberty Mutual … 2.4 million monthly page views (up 30%)
5. The Hartford … 1.3 million monthly page views (up 18%)
6. Travelers … 1.3 million monthly page views (up 16%)
7. 21st Century Insurance … 1.2 million monthly page views (up 12%)
8. The General … 449,973 monthly page views (up 24%)
9. Unitrin Direct … 383,801 monthly page views (up 139%)
10. Infinity … 185,283 monthly page views (up 85%).

As Warren Buffett’s prized insurance company, GEICO also spends close to $1 billion each year on advertising – far more than competitive car insurers. This barrage of television, radio and web advertising GEICO’s slogan “15 minutes can save you 15% or more” continues to push a stream of drivers to the free quote tool on GEICO’s website

Car Insurance Websites with Most Visitors

GEICO’s home page also finished first with the highest number of monthly visitors. Unique visitors to GEICO’s website tend to visit an average of 3.8 pages during the course of a day, which suggests a relatively high percentage of online traffic fills out GEICO’s online quote pages.

1. GEICO … 5.1 million monthly visitors (3.8 page views per daily visitor)
2. Progressive … 2.1 million monthly visitors (2.56)
3. Liberty Mutual … 1 million monthly visitors (2.36)
4. Esurance … 987,650 monthly visitors (2.68)
5. The Hartford … 542,670 monthly visitors (2.39)
6. Travelers … 439,655 monthly visitors (2.95)
7. 21st Century Insurance … 304,394 monthly visitors (4)
8. The General … 214,273 monthly visitors (2.1)
9. Unitrin Direct … 69,782 monthly visitors (5.5)
10. Infinity … 52,938 monthly visitors (3.5).

However, smaller auto insurer websites such as 21st Century Insurance and Unitrin Direct recorded higher page views per daily visitor than GEICO.

Car Insurers with Highest Search Engine Traffic

GEICO’s car insurance portal receives the highest number of monthly visits that originate from search engine queries. Second-place Progressive generates about half the search engine page views as GEICO. Still, that margin is smaller than GEICO’s dominance in overall website visits and unique visitors.

1. GEICO … 2.6 million monthly visits from a search engine (13.4% of total online visits)
2. Progressive … 1.3 million monthly visits (14.4%)
3. Esurance … 468,502 monthly visits (17.7%)
4. Liberty Mutual … 331,657 monthly visits (14%)
5. The Hartford … 242,536 monthly visits (18.7%)
6. Travelers … 208,814 monthly visits (16.1%)
7. 21st Century Insurance … 163,155 monthly visits (13.4%)
8. The General … 134,992 monthly visits (30%)
9. Unitrin Direct … 86,739 monthly visits (22.6%)
10. Infinity … 23,716 monthly visits (12.8%).

The General and Unitrin Direct attract the highest percentage of online visits from search engine traffic. Only Infinity’s website generated a lower percentage of page views from search engine links than GEICO did.

Top Scores for a Car Insurance Company Website

By a wide margin, GEICO’s home page receives the most monthly page views (19.3 million) and the greatest number of monthly visitors (5.1 million).

Smaller competitor 21st Century Insurance’s website wins with the highest number of page views per unique daily visitor.

The General’s web portal receives about one twentieth of GEICO’s total monthly visits from Internet searches, but has a search engine traffic percentage that is 3 times greater than GEICO’s search engine ratio.

None of the websites in this review featured car insurance management discounts on their home pages, something that could attract a higher number of consumers searching for lower auto insurance premium quotes online.