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Insurance web sites could use some freshening up, according to marketing and consulting firm Vox.

Their study compared 12 insurance industry providers: State Farm, Allstate, Progressive, Geico, American Family, Liberty, 21st Century, and Country Financial, AIG and Nationwide, and, as a control group, two companies from related segments, AAA Chicago and USAA. It analyzed the positioning of key customer and user elements, such as insurance quote and find-an-agent functions. Each company was given a rating based on a set of usability and benchmark criteria.

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