How We Helped Better Protect
29% Conversion Rate
Better Protect is one of the UKâ€™s leading protection brokers offering life insurance, critical illness cover and income protection insurance.
With the life insurance industry being a particularly competitive market in the paid search world (CPCs can range up to 30!), Fountain structured a tight campaign that could be easily monitored and refined as necessary.
With such high CPC’s, it is imperative that usability of the website is maximized to provide a strong ROI. After 1 month’s management, it was evident that some major site changes were needed to convert more visitors into leads.
Fountain’s CRO experts began by looking at user statistics in Google Analytics, which gave a clear indication of which pages attract the most interaction and which pages were underperforming. We then applied a 10 step conversion rate optimisation methodology to the website and put together a new user journey.
Fountain’s conversion audit consisted of a breakdown of CRO changes that were recommended to each page, including the creation of a new page and corresponding landing pages. Once our ideas were signed off, Fountain created a series of wire frames for the new website content, ensuring that the web design and development team could easily put our recommendations into place.
The biggest metric for measuring the success of these changes was the conversion rate of the newly designed site. Before the changes, the conversion rate of the site was hovering between 18-20%, this was limiting the chance for profitable expansion of the account. Since the changes to the site, the conversion rate has increased to 29% – a 45% increase. This has allowed for expansion of the keyword list and the frequency of the adverts and therefore more profitable lead generation.