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

1. Life Insurance Portals
August-September 2008
Web Connect- Category level Snapshot
How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

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

3. 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

4. User Friendliness Measuring Schema
Ease of Usage Usage Satisfaction
1. Browser Compatibility
2. Download Time
Ease of Access
Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment
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
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
User Friendly Interface User Friendly Experience
Website User Friendliness
Accessibility Index Navigability Index Satisfaction Index
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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
8. Relevance of content
9. Relative quality of content
Design Appeal
Site is likeable and relevant
Appeal Index
User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)
Category Level Website User Friendliness Index (WUF)

5. 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

6. 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

7. Top Websites by the 4 Sub Parameters
User Friendliness
Sub Parameter
Rank 1 Website by
Users
(WUF Index)
Rank 1 Website by
Non-users
(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

8. Website User Friendliness Perceptual Map
Life Insurance Portals
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes.
Brand
.3.2.1-.0-.1-.2-.3
Attribute
.2
.1
-.0
-.1
-.2
-.3
Ease of Usage
DesignAppeal
Ease of Access
ING Vysya Life
LIC India
ICICI Pru Life
Aviva Life
Bajaj Allianz Life
Max New York Life
HDFC Standard Life
Bharti Axa Life
Reliance Life
Usage Satisfaction

9. 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)

10. 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%

11. Demographic Attributes
Respondent Profile
(Sample size – 2,740
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%
Respondent Profile – Life Insurance Portals
August-September 2008

12. 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
Category Level User Friendliness Report

13. JuxtConsult Website User Friendliness Study
Pricing of Reports
* 12.36% service tax extra
Report One Time Report*
(1 quarter report)
Annual Subscription*
(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

14. 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

15. Thank You!