A Conversion Optimization Case Study: Test: 5421-722A
TechInsurance.com is an online insurance provider that specializes in reselling insurance policies for the technical industry. Their entire business is generated from their ￼website and each and every additional percentage in conversions increase their bottom line.
The Business Objective
TechInsurance.com has a fairly large monthly spend on Google Adwords and other PPC providers, and was looking for a way to generate an increase in new customers to improve the ROI coming from their monthly spend. Their current ads sent their paid ad traffic to the TechInsurance.com home page.
The online insurance provider industry is highly competitive and getting visitors to stay on a landing page and to move through their quote engine is difficult.
Because TechInsurance.com was currently sending their visitors to their home page and not to a landing page designed specifically for PPC traffic, we knew there was plenty of conversion opportunity. We felt that a PPC landing page would keep visitors focused on converting and not distracting them with all the other things offered on their website.
We created a new PPC landing page that was much cleaner and had only one main call-to-action – to get the visitor to go into the quote engine.
To test the “old” verses “new” page we ran a split URL test through Google Adwords. We split the traffic going to each of the pages.
The Results – 73% Increase in New Customers
The new PPC landing page design generated 73% more customers sign ups up for insurance policies over the current PPC landing page design.
This is proof that a well designed PPC landing page will help keep visitors focused on the main call-to-action and won’t get them distracted by all the other items on a home page.