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iProspect were engaged in a long-term PPC campaign for a large UK insurer. Although PPC drove positive ROAS overall, poor conversion rates and high CPCs on generic terms led to a change in strategy.

Challenge:

To overcome bottleneck of poor conversion rates, average quality scores and high CPCs on generic search terms through website optimisation to help meet the growing revenue targets.

Results:

136% increase in conversion rate and a 9% decrease in CPC
  • Targeting landing pages towards the user’s location led to further 7.7% increase in conversion rate
  • Multivariate testing led to 17.7% increase in conversion

 

Strategy:

iProspect developed a strategy for improving conversion rates across the PPC campaigns focusing on generic keywords (as branded search conversion rates were generally above site average).

The strategy involved four phases:

  1. The development of new, bespoke landing pages that were conversion focused;
  2. Dynamically targeting the new landing pages to improve conversion based on visitor’s search query;
  3. Dynamically  targeting the new landing based on the weather in the user’s location (iProspect had previously noted massive increases in conversion rates on a “snow day” which prompted this idea);
  4. Implement multivariate testing to further drive conversions.
  • Landing Page Development -iProspect’s in house development team created bespoke landing pages targeting high volume/CPC keywords. These pages were built in accordance with the client’s brand guidelines, but significantly improved the positioning and style of several key components: Call to actions, copy & imagery.
  • Dynamic Landing Pages – To further improve landing page relevance, iProspect used proprietary technology to dynamically detect the visitor’s previous search query & IP address. This technology connected to a weather API that allowed the pages to understand the weather in the visitor’s location. The landing pages were managed using a proprietary content management system that contained copy relevant to different scenarios (e.g. a visitor based on Manchester that typed “cheap breakdown cover”).
  • Multivariate testing – To increase conversion rates further, iProspect implemented a multivariate testing plan on the main landing page which tested 648 different page variations of content over a 2-month period. These variations were based on various hypotheses around the visitor preferences in terms of colour scheme, copy style (e.g. sales focused / emotive) and page structure.