Kwik Fit insurance, which specialises in van insurance, has launched new software on its website which can track customer usage of the service which will help improve sales conversions on the site and could potentially help identify fraudulent claims.

Kwik Fit Insurance is using the software to collect data from over nine million customers in order to improve the online service which it offers.

With the software, the company can look into any online customer session, view the pages they visited and the data they entered in order to verify insurance claims and pinpoint fraudulent claimants. Every visit is time stamped and is fully re-playable to allow for easy reference and reporting.

Online operations and planning manager Annie McRae, said that the software is vital for them to remain competitive in the online market as it is now such a big part of buying and researching insurance as well as making claims.

The Kwik Fit online service is growing at a phenomenal rate and Miss McRae said that the company is determined to keep on top of its online business and by introducing new software such as this, they can continue to run a successful and helpful website.

"The system gives us complete visibility on customer behaviour on the site. It means we can see everything the customer saw," said Miss McRae.

Without revealing how much the new software had cost the company, Miss McRae said that she believes that they have already provided a return on the investment despite the new software having only been used since March this year.

Miss McRae added that tracking customer usage can help identify fraudsters as the company can now see if the customer went back and changed information and risk factors on the online application forms in order to obtain a cheaper quote.