I need to get some insurance for my car -
unreliable Mini Cooper!
Upon loading cheap car insurance site overfiftycarinsurance.co.uk given the URL I had expected a company
offering insurance for drivers over the age of 50. It is only by
scrolling down the screen that it is apparent what the website in
fact offers: firstly, a price comparison portal for companies who do
provide this insurance; secondly, a selection of information
articles and guides for safer driving, car maintenance, etc.; and
thirdly, advice and warnings against rip-offs, common 'scams' and so
on. The site's design needs to organise information in this priority
order for the user's clarity of use.
The large button directing the user towards price comparison for
over 50s deals is helpful, as this makes it clearer that this is the
site's prime purpose. However the rest of the screen (requiring
scrolling down five to six times) is a very long explanation of the
site's premise: that many over 50s pay too much for insurance
because of wrongly assuming they are automatically being offered a
good deal. The site's purpose is laudable, and a unique selling
point for overfiftycarinsurance.co.uk - I have not seen any
comparison sites focus specifically on older drivers on the issue of
price alone (save for arguably Saga).
However, the current layout is confusing. The launch display is a
virtually full-screen image of a winding road, and neither the image
nor the text imposed over it clearly relate to 50+ drivers. The
site's logo, displayed in the top-left corner, is small and easily
The website's main purpose is only clear to the visitor when they
have scrolled down the page, and read a great deal of accompanying
text (and navigated past an extremely large chart). Many visitors
may not persevere.
Furthermore, the website and its tab description are hampered with
inconsistent capitalisation ("Compare 50+ car insurance Quotes
Now!") and poor grammar ("Buy over 50 car insurance at the very
cheapest price"), which is distracting and may reduce the user's
faith in the quality of product on offer.
overfiftycarinsurance.co.uk could be markedly improved by a clearer
design: a series of small drop-down boxes at the top with clear
headings, a brief explanation of what the website does (with more
detail on one of the sub-pages), and some examples of the savings
which users can make, with case studies or testimonials to persuade
users to obtain quote comparisons. Images of people identifiable as
the target audience would aid clarity, too.
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