This document summarizes a review of TFP's website and portal for providing insurance quotes and servicing existing policies. It finds that the user experience could be improved by streamlining forms, providing more support, and updating the look and feel. Key recommendations include reducing the number of steps to get a quote, adding phone numbers and documentation, and bringing website management in-house to better track usage and issues. Implementing these changes would help TFP provide a "Best in Class" online experience for its users and brokers.

1. TFP Website Optimisation Review 18th October 2011 Mike Walsh

2. Introduction

3. Introduction TFP have a successful business with the majority of the business coming through a network of national brokers, these brokers use the TFP schemes portal to obtain quotes and manage policies online, this was last updated in 2008, advances in technology and website design now allow TFP the opportunity to improve the current offering for the benefit of both users and TFP. In 2011 TFP have undertaken a review of its web based solutions with a view to optimizing it’s current offerings using technological and usability enhancements to design a best-in-class online sales and service model This report details the findings of that review and the impact that these recommendations will have to a web-based insurance user journey Implementing these recommendations will help TFP ensure that the quote and after –sales servicing platform provide the “Best in Class” experience for it’s users 3

4. The Market Place Quote Process: Mid Term Adjustments: Renewals: Claims: Accounts Housekeeping Summary of Recommendations The Approach

5. The Market Place Stats: 300,000 taxis in the UK Top 3 Competitors: LV, Westminster, Sabre Top 3 Brokers Swinton, Cabshield, A-Plan Customers: 80% of online search via Google and over 30,000 searches per month for taxi insurance TFP do not appear on google Social Media: Linked-in and Facebook small positive feedback on TFP in forums/blogs

6. The Future Market Place Stats: 300,000 taxis in the UK Top 3 Competitors: Powerplace, Your Insurance & Simply business. Top 3 Brokers Money Supermarket, Compare the market & Confused Social Media: Blogs & Forum’s will be the main reference areas for reviews and recommendations

7. The Quote Process www.tfpschemes.co.uk

8. New Business > The Quote Process Current process (min 7 steps) Quote>Vehicle Details>Premium> Declaration> Accept>Payment>Deposit>Confirmation New process (min 3 steps) Quote>Premium> Accept>Confirmation For every page you reduce in your process = 10% increase in sales =

9. Site Statistics > 30.09.2011 15,889 logged onto the TFP home page 2,842 started a single taxi quote 1,455 got a quote ( 50% dropped off) 109 purchased a policy (7.5% conversion ratio) IF WE IMPROVED THE DROP OFF RATES BY: 10% (45%) = 1563 quotes =117 sales=6 add sales and £9k GWP 20% (40%) = 1705 quotes = 128 sales = 19 add sales and £28.5k GWP 30% (35%) = 1847 quotes = 138 sales = 29 add sales and £43.5k GWP 40% (30%) = 1989 quotes = 149 sales = 40 add sales and £60k GWP 10 Size of the Prize

10. Portal > Home Page Salesmanship: No telephone numbers Usability: Tabs not clear or large enough to assist in navigation on site Usability/Salesmanship: Home page cluttered no differentiation between volume products. Diary, MTA’s, Renewals & Claims not given enough prominence Salesmanship: This home page is your shop window to the broker network and needs to be changed/updated on a regular basis

11. Portal > Quote Page Salesmanship/usability: A clear status bar is not displayed at the top to indicate user’s progress through the quote form Usability: No consistency on lay out of questions. Salesmanship/Usability: No support functions: Contact details: Documents: i-buttons FAQ’s

12. Portal > vehicle page Usability: Vehicle details takes you to a different page and will confuse the user: “Year of Make” not the most intuative starter question for user Usability: Additional fields appear one by one rather then all appearing on the screen

13. Portal > Premium page Salesmanship: Price needs to be the highest visual priority: Users ’ first action is to hunt for the price. Usability: No consistency on lay out of information on page Salesmanship/Usability: No support functions: Contact details: Documents: FAQ’s

14. Portal > Premium page – Add on’s Salesmanship: Add on’s below the fold should be presented after Premium Usability: Error message appears if you select “Data Head” add on before inputting any value Salesmanship/Usability: No support functions: Contact details: Documents: FAQ’s

15. Portal > Premium page - Contact TFP Salesmanship: Contact Us is an e-mail form no contact details or department telephone numbers

16. Portal > Help Salesmanship/usability: No content on MTA’S on help page:

17. Portal > Accept quote page Usability: No consistency on lay out of information on page Usability: Payment choices should all be presented on the same page

18. Payment Screens Portal > Payment page Salesmanship: No telephone numbers No contact options No info/help/FAQ’s No DDM/Credit card imagery No Security imagery

19. Portal > Payment page Salesmanship: No telephone numbers No contact options No info/help/FAQ’s No DDM/Credit card imagery No Security imagery

20. Portal – Payment page Salesmanship: No telephone numbers No contact options No info/help/FAQ’s No DDM/Credit card imagery No Security imagery

21. Portal – Payment page Salesmanship: No telephone numbers No contact options No info/help/FAQ’s No DDM/Credit card imagery No Security imagery

22. Portal – Payment page Salesmanship: No telephone numbers No contact options No info/help/FAQ’s No DDM/Credit card imagery No Security imagery

23. Portal – Confirmation page Salesmanship/usability: Need to provide a clear confirmation of purchase: Make it clear that the purchase is complete Re-iterate what has been bought Provide access to key product documents and allow printing of the motor certificate Spell out any offline next steps Provide required contact numbers Detail any cross sells – unobtrusively

24. Add On’s/X-sell

25. Add ons – Revenue Potential

26. Mid Term Adjustments

28. MID not updated automatically

29. No dedicated telephone numbers (Solo team receive MTA calls)

30. No docs or cert issued online

38. Housekeeping - www.tfpschemes.co.uk Usability: No forgotten password/username functionality Housekeeping: No Service Level agreements (SLA’s) with current suppliers No Disaster Recovery Plan No Escrow Agreement with Peter Evans No Social Media capabilities (Facebook/You Tube/Twitter/Linked-in)

39. Housekeeping – General - M.I. Housekeeping: Management of the website should be brought in house: No Management Information on main website M.I. on Portal limited No field level M.I. on portal No Content Management System on websites

40. Portal – https:/tfptaxi.peterevans.com/quote/log.in Branding: URL and copyright should be TFP Home Page should follow website look and feel Salesmanship: Look & Feel should mirror the main website Usability: No forgotten password /username functionality

41. Current Quote Process

49. Premium Page

61. Payment Screens

68. What does “Best in Class” Look like ?

70. Portal - Home Page screen shot

83. Recommendations

84. Executive Summary Quick Wins: Provide relevant deptcontact details Use web chat to assist users whilst online Provide policy issue/documentation at point of sale Provide statements online (paperless accounts) Redesign the Portal focusing on improving the process and user experience: Enhanced user experience for Quote /MTA/Renewal & Claims process DVLA Look up ? Question set info/error messaging Manage the websites and understand visitor activity/issues: Bring your main website in-house Tag the TFP Portal with a solution that understands user activity/ issues (Session Cam) Review current providersSLA’s, Disaster Recovery & Escrow Agreement Synchronise all transactions between the portal and VIP’s/VIP’s and the Portal Automate MID updates 81

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86. TFP Website Optimisation Review 18th October 2011 Mike Walsh

87. Forgotten Password