If a car insurance company website is easy to use, you're more likely to buy from that insurer than from one with a clunky site -- even if you have to pay a little more, according to new research from J.D. Power & Associates. Yet most major insurance companies make it easier to get service on your own policy online than to shop for a new one, says J.D. Power. Both objectives are important for attracting and keeping customers. But "with the exception of the stars, very few excelled in both," says Jeremy Bowler, senior director of J.D. Power's global insurance practice. Among the 20 insurance companies included in the firm's 2013 "Insurance Website Evaluation Study," Esurance, GEICO and Progressive stood out as top performers. Users in the study found it easy to shop for new policies as well as get service on existing policies on the websites. Industry-wide, though, insurance company websites scored higher for servicing than for selling, with an average score of 414 on a 500-point scale. Shopping had an an average score of 347. Not surprisingly carriers with better websites and lower prices won over shoppers. But in many cases carriers with higher-rated websites beat competitors with lower prices. The study found that 60 percent of the time, customers comparing quotes on two carrier websites chose the insurer with the better site, even if it quoted a higher price.