While the battle for auto-insurance consumers seems to largely center around price, a good website experience can go a long way with consumers as well, a recent survey shows.

"A positive online experience for customers has measurable benefits for insurers, both in terms of existing customer satisfaction and attracting additional shoppers to their websites," says Jeremy Bowler, senior director of the global insurance practice at J.D. Power & Associates after J.D. Power released its "2013 Insurance Website Evaluation Study."

According to J.D. Power, price remains a significant factor for auto-insurance consumers, but a majority of shoppers will still choose a carrier that offers a positive website experience even if the quoted price is not the lowest. "As would be expected, a higher rated site that also offers a lower price quote tends to close the shopper's business a majority of the time (90 percent)," J.D. Power says. "However, a higher rated site that provides a higher quoted price still closes a majority of the time (60 percent).

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