Top US Insurance Sites Ranking November 2016

The top ten insurance ranking for November is out! See the table below:

Brand Presence & Consumer Trust

The first 3 domains listed in the ranking above own more than half of the category leaders’ traffic share. Further analysis also shows that the top traffic source for the leading US insurance domains comes from direct traffic (45%).

The fact that this industry is a highly concentrated one, coupled with direct traffic as its main traffic source, reflects the importance of consumer trust and the impact that brand awareness has over this category.

When looking at the direct monthly visits generated to the top 20 sites, Geico displays the strongest share (14%), consistently maintaining its first position and the strongest brand presence, followed by State Farm (13%) and Aetna (12%).

Mobile Web

Mobile device usage by consumers continues to grow, with mobile customer experience gaining more relevance. However, according to our data, the top 20 insurance sites have an even lower share of mobile web traffic (52%) than the share of the top 100 insurance sites in the US (58%).

Progressive, on the other hand, surpasses both of these figures, with a total mobile web share of 66%. Ranked number 2 on our top ten list, it is known to be an early adopter of mobile-friendly services in the industry and offers mobile quoting through any mobile browser.

Popular Insurance Products

With multiple lines of businesses and products offered by insurance companies, it is interesting to examine the most popular products consumers are searching for. An industry-wide keyword analysis for the top 10,000 keywords, reveals that “car insurance” is the most popular insurance product, exceeding the total share of the next two products: “Health Insurance” and “Home/Home Owner Insurance”.

Article by Orit Coty (