Insurance Websites Review

Executive Summary
Identify the Gap between the competitors and highlighting key areas of
improvement in order to surpass the competition. This report is based on
analytical data (inputs) from third party website and my understanding of this
sectors and user engagement.

Competitors
Key Players studied for the purpose of analysis are:
Policybazaar
Myinsuranceclub
Insuringindia
Accuratequotes
Quickbima
Policybachat

Page Rank

PageRank (commonly called PR) is a link analysis algorithm used by Google to

assess the popularity/authority of a website. The
PageRank goes from 0 to 10. New websites start at PR0 and authority websites,
like Twitter.com, have a PR10.
Websites with a high PageRank are crawled more frequently and their outgoing
links have more passing juice.

Probus
Page Rank PR0

Policy Myinsuranc Insuringin

bazaar eclub
dia

Accurateq
uotes

Quickbim
a

Policyba
chat

PR4

PR3

PR0

PR0

PR4

PR3

Page Title
Probus

Policybaz
aar

Myinsurancec
lub

Insuringindia

Accuratequot
es

Quickbima

Policybacha
t

Page Title

Probus
Insurance

Compare:
Life |Car
|Health
|Travel
Insurance,
Child
|Pension
|Investmen
t Plans,
Credit
Cards
|Loans
Online

Compare
Insurance
Policies and
Plans in India |
MyInsuranceClu
b.com

Online
Insurance|Comp
are Insurance
Quotes|Life|hea
lth|Motor|Trave
l

Online
Insurance
Quotes:
Compare Car
Insurance, Life
Insurance &
Health
Insurance India

Compare &
buy Insurance
Policy online Life| Car|
Travel| Health

Online
Insurance
India:
Compare and
buy the best
insurance
policies
online |
Policy
Bachat

Characters

16

105

68

66

86

65

89

Ideally, Page title should contain between 10 and 70 characters (spaces included).

Description
Probus

Policybazaar

Myinsuranceclu
b

Insuringi
ndia

Accuratequot
es

Quickbima

Policybachat

Descriptio
n

No
Description

Buy / Book
residential real
estate property for
sale. Buy Residential
apartments,
flats, house,
bungalow, villa,
independent house.
Search rental
residential property
for sale listings in
Now! Get best
residential property
deals in delhi,
Bangalore,
Mumbai, Kolkata,
Pune from real
estate agents,
brokers, dealers and
real property
owners.

Compare and
get free quotes
for the best life
insurance,
health
insurance,
travel
insurance, car
and auto
insurance
plans, policies
and schemes in
India offered
by
different
insurance
companies
only at
MyInsuranceCl
ub.com

Insuringindi
a brings
you Online
comparison
of Life,
Health,
Motor and
Travel
Insurance
policies,wit
h best
quotes
from all
insurance
companies
in india

We provide
online insurance
policies to
compare
insurance
offered by
companies
in india. Get all
types of
insurance
quotes like car
insurance, life
insurance, home
insurance, travel
insurance,
health insurance
and corporate
insurance in 3
easy
steps.

Compare
and buy
insurance
policies
online in
India, get
quotes for
Car
Insurance,
Life
Insurance,
Health
Insurance
policy,
Travel
insurance

We help you choose

the Best Insurance
Policies online in
various categories
like
Car Insurance, Life
Insurance, Health
Insurance, Travel
Insurance &
Personal
Accident Insurance
in 3 Easy Steps.

Characters

141

261

219

150

247

138

192

Ideally meta description should contain between 70 and 160 characters (spaces included).
Meta descriptions allow s to influence how your web pages are described and displayed in search results. A good description acts
as a potential organic advertisement and encourages the viewer to click through to your site.
Ensure that meta description is explicit and contains your most important keywords. Also, each page should have a unique meta
description relevant to the content of that page.

Keyword Cloud

probusinsurance.in
insurance - 15, life - 8, lic - 4 , portfolio - 3, probus 3, knowledge - 3, launches 3, current
2, regulatory 2, clients - 2
www.policybazaar.co
insurance 53, plans 39, loan 14, loans 14, health 13, compare 10, financial 9,
credit 9, investment 9, car 9,
www.insuringindia.com
insurance - 44, insuringindia 17, online 11, plans 8, india 7, news 6, health 6, life
6, first 5, term 5,
www.accuratequotes.in
insurance 24, plans 10, quotes 6, comparison 5, life 5, accurate 4, car 4, health
4, child 3, product 3,
www.quickbima.com
insurance 94, quick 56, overview 54, tax 54, facts 54, apply 32, exclusions 28,
saving - 28 , plan 26, group 24
www.policybachat.com
insurance 30, health 4, accident 4, life 4, travel 4, personal 3, policybachat 3, car
3, faqs 2, online 2,

This Keyword Cloud provides an idea the most frequently recurring keywords. They
are likely to be the keywords with the greatest probability of ranking high in the
search engines.

Google Preview
Compare: Life |Car |Health |Travel Insurance, Child |Pension |Inves
www.policybazaar.com/
We provide online insurance policies to compare insurance offered by companies in India. Compare in India, all types of insurance quotes like
car insurance, life ...
Compare Insurance Policies and Plans in India | MyInsuranceClub.
www.myinsuranceclub.com/
Compare and get free quotes for the best life insurance, health insurance, travel insurance, car and auto insurance plans, policies and
schemes in India offered b...
Online Insurance|Compare Insurance Quotes|Life|health|Motor|Trav
www.insuringindia.com/
Insuringindia brings you Online comparison of Life, Health, Motor and Travel Insurance policies,with best quotes from all insurance companies
in india Online Insurance Quotes: Compare Car Insurance, Life Insurance &
www.accuratequotes.in/
We provide online insurance policies to compare insurance offered by companies in india. Get all types of insurance quotes like car insurance,
life insurance, hom...
Compare & buy Insurance Policy online - Life| Car| Travel| Health
www.quickbima.com/
Compare and buy insurance policies online in India, get quotes for Car Insurance, Life Insurance, Health Insurance policy, Travel insurance
Online Insurance India: Compare and buy the best insurance polici
www.policybachat.com/
We help you choose the Best Insurance Policies online in various categories like Car Insurance, Life Insurance, Health Insurance, Travel
Insurance & Personal Acci...

Load Time

Load
Time

Probus

Policyba
zaar

0.74

0.96

Myinsuranceclub

Insuringindia

Accuratequot
es

Quickbima

Policybacha
t

1.83

1.78

3.48

1.26

Slow page load time is one of the biggest complaints of web users.
If the load time/Kb is short, it means the homepage is too big. If the load time/Kb is long, this could be due to a server
problem, a network problem, poor code optimization (cache, Mysql queries, etc.), or a third-party issue (advertising codes,
analytics codes, etc.).

Site speed is becoming an important factor for ranking high in Google search results.

probusinsurance.in
IIS - Web server
Microsoft ASP.NET - Web framework
Modernizr - JavaScript framework
Windows Server- Operating system

www.policybazaar.com
IIS - Web server
jQuery - JavaScript framework
Microsoft ASP.NET - Web framework
SWFObject - Miscellaneous
Windows Server - Operating system
www.myinsuranceclub.com
IIS - Web server
jQuery - JavaScript framework
jQuery UI - JavaScript framework
Microsoft ASP.NET - Web framework
YouTube - Video player
Windows Server - Operating system
www.insuringindia.com
Google Font API- Font script
IIS - Web server
jQuery - JavaScript framework
jQuery UI - JavaScript framework
Microsoft ASP.NET - Web framework
SWFObject - Miscellaneous
Windows Server - Operating system

Technologies
www.accuratequotes.in
IIS - Web serverWeb framework
SWFObject - Miscellaneous
Microsoft ASP.NET Windows Server - Operating system
www.quickbima.com
Apache - Web server
CakePHP - Web framework
Google Font API - Font script
jQuery - JavaScript framework
jQuery UI -JavaScript framework
Plesk - Hosting panel
PHP - Programming language
www.policybachat.com

IIS - Web server

jQuery - JavaScript framework
Microsoft ASP.NET - Web framework
Windows Server - Operating system

Back link Counters

Backlink

Probus

Policyba
zaar

Myinsuranceclub

Insuringindia

Accuratequot
es

Quickbima

Policybacha
t

11

154000

317000

4650

1110

1390

893

Backlinks are links that point to your website from other websites. They are like letters of
recommendation for the site.
Since this factor is crucial to SEO, it is necessary to have a strategy to improve the quantity and quality
of backlinks.

Social Shareability
Social
Media

Probus

Policyba
zaar

Myinsuranceclub

Insuringindia

Accuratequot
es

Quickbima

Policybacha
t

Facebook Likes

158

30

17

Facebook
Shares

460

45

13

Facebook
Comments

39

Stumble Upon

58

13

Google +

550

147

64

Twitter
Backlinks

895

341

132

24

The impact of social media is huge for certain industries.

Learn how to further engage your social media audiences and create a consistent fan base.
Note: This data represents social media influences from the website's URL, it does not represent data from
specific brand pages.

Other Parameters
policybazaa MyInsuranc
insuringindi accuratequ policybacha buysmartpo probusinsur
r.com
eClub.com insurax.in
a.com
otes.in
t.com
licy.com
ance.in
Overall Score

64

60

50

58

57

55

49

35

Est. Traffic Score

SEO Score
Speed Score

60
80
71

50
86
70

38
71
60

49
87
64

54
84
92

48
81
72

42
82
71

0
69
72

Social Share Score

Number of
Warnings

46

37

33

32

19

Number of Errors
Number of Indexed
Pages
Number of Back
Links
Top Keyword
Top 2 Word Key
Phrase

17700

7470

164

70

44

31

2228
insurance

144
insurance
life insurance

130
insurance
insuringindia
com

24
insurance

credit cards

1
andhra
health
insurance

life insurance

83
insurance
health
insurance

80
insurance
health
insurance

companies in
child plans plan
india

dadra and
nagar

read the full

car insurance
health

personal
accident
insurance

Top 3 Word Key

Phrase
Use of Top
Keywords in
Heading Tags
Use of Top
Keywords in Title
Tag
Use of Top
Keywords in Meta
Description

insurance
life insurance

choices while announced the

purchasing
launch

Features Desired by Visitors

User friendly: The mind of the consumer is preoccupied when he logs online to
seek information. Simple and easy to use interface is the most basic requirement
of the website that is expected to provide a comparison. All the aforementioned
web aggregators have a user friendly interface that gives a glimpse of the
insurance product categories under drop down menus which are easy to navigate.
These menus make it easy for the user to click and choose the various categories.
Look and feel: Besides the user friendliness, the look and feel of the comparison
website should be effective and easy on eye. Users prefer sites which are less
cluttered. Policy Bazaar gives a moderate look. Easypolicy and Policybachat are
likeable, but Myinsuranceclub and InsuringIndia are outstanding due to their
simple, gentle colour.
Live quotes and end to end purchase options: Since each one is a comparison
website they ought to provide live quotes but all of them also provide purchase
option. Apnapaisa.com is an exception here and does not provide any option to
make online purchase.

Features Desired by Visitors

Products offered: With the difference in the ranking there is a difference in the
range of product categories offered as well. All the aggregators are offering the
comparison for the main basic categories, that is, life, health, motor and travel.
However, 5 out of the 7 are comparing other categories as well.
Plug-ins: Plug-ins enhance the usability of a website. Content gives information,
however, it is static and plug-ins in a website helps in bringing interactivity to
websites. Whether it is social media buttons or any other kind of functionality that
link to various sources, increase the value of the website.

Challenges - I
As per the new guidelines of IRDA for Web Aggregators, which poses a lot of challenges:
Remuneration structure has been changed.
The annual flat fee payable by insurers to web aggregators, for each product displayed
on the aggregator website, has been reduced to Rs 50,000 (Upper limit); earlier this fee
was Rs 1, 00,000.
Insurers will no more pay any charges per lead to web aggregator for each lead
transmitted by the latter; previously web aggregators were entitled to charge an amount
not exceeding Rs 10 for the same.

Outsourcing activities such as premium collection and policy services have been allowed.
Telemarketing has been allowed (compliance to TRAI guidelines required).
Older guideline prohibits web aggregators to display, any advertisements and sponsored
content or rankings, endorsements, best seller of insurance products, on the website.
The new draft further bans web aggregators to cross sell any product on their website or use
of social media sites for comparison of products.

Challenges - II
Apart from the challenges mentioned the previous slide, few other notable challenges
introduced by IRDA in
the new set of guidelines are:
50 hours of training by employees of the web aggregator from a recognized
institute.
Establishment of a Lead Management System (LMS) to transfer data to insurers.
A web aggregator has to provide options to user for selecting any three insurers to
whom their information will be shared and except the ones preferred by the user,
data cannot be shared with any other insurer (Though its of no relevance as there
is no lead based model now).
Sale of Universal Life Insurance Products(ULIP) is not allowed through distance
marketing (telecalling)
Web aggregator has to employ / designate a Director as Principal Officer to
manage the company on full time.

Negatives

Cost of operations have increased because of requirements for more frequent

audits, professional indemnity policy, requirement of principal officer etc
Cap on sale of single premium policies as well as non-single products through
telemarketing where annualized premiums exceed Rs.1, 00,000 (single premium)
and Rs.50, 000 (non-single premium)
Restriction on sale of ULIP or variable insurance product through distance
marketing.
Remuneration on renewal (2nd year onward) premium has not been allowed.

Can IRDA Regulate Websites

RDA has no jurisdiction on web sites which are a media property. If the site is not an insurance
broker,agent or insurer, IRDA cannot regulate it. It can huff and puff, but it cant blow the house down. The
issue of jurisdiction, though, is complex , but there are few points to note a few things:
1) IRDA is about regulating insurance. It has power over insurance companies, their products, their
commissions, the agents and that ecosystem.
2) IRDA doesnt even regulate all insurance. Postal insurance and RBI deposit insurance are out of its
ambit, for instance.
They cant regulate a generic web site. They can, however, control what payments are made to what kind
of organization because if they didnt, the insurers would easily be skimming off money to agents as
commissions (which are regulated strictly now). Commissions are a sore point for insurers, who like to
build complex products that no one understands and sell them to people who trust them, and eventually
charge 100% of some premium as commissions. To stop that habit, IRDA has grudgingly made rules to
compel the insurers to reveal who they pay for what and how much, and restricted total commissions to a
certain pre-approved level.
Therefore, yes, IRDA can control who insures and brokers pay.
And it follows that many comparison sites earn from lead-gen, so IRDA can regulate what they do as well,
and they stand to lose their revenue source. But only for paid-for-lead-gen sites.
An aggregator that survives on advertising or on charging the customer direct is not going to be subject to
these rules. If you choose not to be a lead-generator, you dont have to follow these rules.

What Then?

Much is lost in the translation. Mechanisms to rate insurers, or to regulate the

income of aggregators for leads, or to disallow advertisements have been railed
against, but what was missed was that you dont need to be paid for leads.
If you dont get paid for leads, then yes, you can compare, you can rate, you can
put ads. IRDA is not in the picture.