Usability as USP


Whilst I was watching the box last night I noticed that the T.V. commercial for Go Compare was promoting the fact that their website had really good usability.

I think it’s a clever move from an advertiser that is now operating in quite a saturated market. There are so many insurance comparison sites and aggregators on the web; none of them seem to have any real distinguishing USPs.

We’ve seen Meerkats and all kinds of other brand awareness campaigns over the last few months, but what I like about GoCompare is that they have concentrated on creating a really positive user experience—that is now proudly being promoted.

No gimmicks, just a really good website that is easy to use.

Oh and by the way…

Cardboard cars and tins of beans? What were they thinking :S

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