ProjectsCRO optimisations that delivered a 12x increase in leads
Zurich Insurance wanted to develop a robust social lead generation program to produce marketing-qualified-leads (MQLs) for their Zurich Resilience Solutions products.
The audience was identified, the messaging laboured over and the creative designed to stand out from the crowd. We were all set for some fantastic results.
But they didn't come. And that is when we turned our attention to the landing page that all this amazing traffic was directed to.
The forgotten optimisation that delivers real results
Services provided:
Setting up for success
Zurich Resilience Solutions is a niche set of products for a niche set of audiences, but competition is still fierce.
With years of experience in the Insurance B2B industry we understand the importance of establishing a point of difference, communicating clearly through the funnel and working the message, and the creative, hard to immediately engage the audiences through the journey.
Despite the complex product, with previous campaigns delivering exceptional results, we were confident in our success.
A live campaign that fails to deliver
Once live the initial engagement, click through rates and site traffic were all strong.
But after a couple of weeks the lack of leads coming through the landing page was causing concern. The campaign budgets were scaled down and the targeting and messaging reviewed to check we were reaching the right people and saying the right things.
After a full audit we proposed a review of the landing page as the indicators were clear, the campaign was performing and the drop off was when people hit the page.
The landing page experience
Working with large, heavily compliant, companies that utilise internal development teams we understand that time and flexibility are in short supply.
A request to make changes to a page, however small, has a huge overhead. But after a CRO audit of the page the case was clear, we just needed to minimise the changes required and maximise the effectiveness of those changes.
This wasn't a case of iterative changes to test and learn, more a case of one shot... and make it work.
Tiny changes, big results
Tiny incremental, but vital changes, were applied to the landing page and when the campaign scaled back up the proof was in the results!
Within strict template adherence we:
- Implemented a clear headline which displays a key benefit of the product
- Introduced a CTA earlier on the page
- Reduced the length of the copy making it more concise
- Added CTA's at key points of the page with mobile consideration for frequency
- Removed heavy design elements to increase mobile load speeds
- Created icons to illustrate key points and reduce cognitive load of copy
- Introduced a carousel to improve the mobile experience
- Added a value proposition to the capture form explaining how ZRS can help
THE RESULTS
X
INCREASE IN LEADS
%
DECREASE IN CPL
X
INCREASE IN CVR
Could you be our next client?
If you’ve seen something in our case studies that got you excited, made you want to learn more, or you’d just like to meet the team behind the work – let’s talk.
