Fellocraft Research — Original Study

Motor Insurance Conversion Audit Dashboard

Direct audit of leading car-insurance landing pages in India across entry mechanism, trust, claims, friction, retention, and digital-only features.

Scope: Private car insurance pages Chart.js where requested April 2026 audit
Headline finding

ICICI Lombard has the most conversion-ready motor insurance landing page in India.

But the larger category shift matters even more: claims experience — not price — is now the primary conversion lever. The brands that make claims feel fastest, safest, and least painful are the brands building the strongest conversion architecture.
Category leader
55/60
ICICI Lombard leads the set by 7 points over second-place Tata AIG.
Fastest minor claim promise
20 min
Bajaj General’s Motor OTS is the fastest small-claim promise in the set.
Highest garage count
12,200+
HDFC ERGO has the strongest physical repair infrastructure.
Strongest trust stack
7,000+
ICICI Lombard combines 7,000+ garages, 965 verified reviews, WhatsApp, InstaSpect, and 24-month repair warranty.
Chart 1

Conversion readiness scores — car insurance landing pages, April 2026

Overall score across six dimensions. Friction has been inverted into a positive contribution in the total score, following the audit methodology.
Horizontal bar
Chart 2

Conversion strengths by dimension

Radar chart across Entry, Trust, Claims, Retention, and Digital Features. ICICI Lombard is highlighted as the conversion leader; Digit is highlighted as the contrast case.
Radar chart
Chart 3

Primary CTA type comparison

Registration-number first reduces top-of-funnel drop-off. Mobile-number first maximises lead capture. Login-first adds the most friction.
Styled blocks

Registration Number First

4
Starts with the customer’s asset, not a data extraction request. Best for top-of-funnel completion.
Acko ICICI Lombard Tata AIG Digit

Mobile Number First

1
Captures leads immediately, but adds a pre-quote hurdle that can increase abandonment.
HDFC ERGO

Login Required

1
Highest friction in the set. Adds an account layer before the quote journey really begins.
Bajaj General
Chart 4

Claims UX — who offers what

Claims differentiation now does most of the conversion work. This matrix shows the most visible experience promises on landing pages.
Claims matrix
Brand Pickup + Drop Video Claim Overnight <20 min Doorstep Cashless WhatsApp
Acko✓✓✕✕✕✕
ICICI Lombard✓✓ InstaSpect✕✕✓ NEW✓
Tata AIG✕✓✕✕✕✓
HDFC ERGO✕✕✓✕✕✕
Digit✓✓✕✕✕✕
Bajaj General✓✓ OTS✕✓ OTS✓Partial
Panel 3

Claims as conversion content

The category has fully shifted from “what’s covered” to “how you’ll be treated when you claim.”
Narrative panel
HDFC ERGO: promises your car back by morning.
ICICI Lombard: offers InstaSpect live video survey, Doorstep Cashless, WhatsApp claims, and a 24-month repair warranty.
Bajaj General: settles minor claims in 20 minutes via Motor OTS.
Tata AIG: leads with 750 dedicated claim experts and a 99% CSR claim.
Acko: uses pickup, drop, and a cab voucher if repair exceeds 3 days.
Digit: publishes hard claim data in Transparency Reports — a powerful trust asset hiding in plain sight.
Chart 5

Feature landscape — car insurance pages

Green = available, red = not available, amber = partial. This is the broadest view of conversion infrastructure in the set.
Feature heatmap
Feature Acko ICICI Lombard Tata AIG HDFC ERGO Digit Bajaj General
Reg number primary CTA✓✓✓✕✓✕
WhatsApp servicing✕✓✓✕✕Partial
Live chat widget✕✓✕✕✕✕
Pickup + drop for repairs✓✓✕✕✓✓
Video/photo claim upload✓✓ InstaSpect✓✕✓✓ OTS
Doorstep cashless✕✓ NEW✕✕✕✓
Overnight repairs✕✕✕✓✕✕
<20 min minor claim✕✕✕✕✕✓ OTS
Pay As You Drive✕✓✓✓✓✓
EV-specific add-ons✕✓✓✓✓✓
Multilingual site✕✕✕✓ 8 lang✕✕
Renewal reminder widget✕✓✕✕✕✕
Published claims data✕✕✕✕✓✕
AI chatbot✕✕✕✕✕✓ Samjho
Daily engagement app✕✕Partial✕✕✓ Drive Smart
Repair warranty✕✓ 24mo✕✕✕✕
Named claim experts✕✕✓ 750+✕✕✕
Eco/sustainable repair✕✕✕✕✕✓ Eco Assure
Narrative panels

What the audit means

These are the strategic implications of the audit, not just the score outputs.
Conversion interpretation

The CTA split and what it means

Four of six brands lead with registration number. One — HDFC ERGO — leads with mobile number for lead capture. One — Bajaj General — requires login. Registration number wins on conversion psychology because it starts with the customer’s asset, not a data extraction request. HDFC ERGO’s mobile-first approach maximises lead capture at the cost of funnel completion.

Digit’s underused asset

Digit publishes Transparency Reports disclosing full claims data — no other brand in this set does this. In a category where claim cynicism is among the highest in any insurance line, this is a powerful conversion differentiator that is buried in the footer rather than featured on the car insurance landing page.

Bajaj General’s opportunity

Motor OTS (20-minute minor claim via app), Drive Smart (daily engagement), Insurance Samjho AI bot, and Eco Assure are genuinely differentiated. The conversion gap is not a product gap — it is a content and page architecture gap.

Why ICICI Lombard wins

The 7-point gap is not one feature. It is the cumulative effect of InstaSpect, Doorstep Cashless, WhatsApp claims, 7,000+ garages, 24-month repair warranty, a renewal reminder widget, and verified review transparency. This is what compounding digital investment looks like.