How we increased leads by 2000% for Health Insurance company using CRO

• Which Health Insurer needed to hit large numbers of leads at a £50 CPA within the first 3 months
• The market is extremely competitive with CPCs (cost per click) very high, sometimes at £20 per click so the conversion rate on the landing page needed to be constantly improved
• To ensure the conversion rate at the sales agent size was high, it was very important to drive people looking for a health insurance premium, not a low cost cashplan, dental plan or travel health insurance policy

Step 1: Campaign Refinement

• Using 3-4 different keyword research tools (Googles own, Neil Patel, SEMrush and more) we built a tight but large list of keywords to focus on and built a list of negative keywords (over 1000) to stop irrelevant searches.
• We split broad match & DSA campaigns to run on a lower budget alongside main campaigns as ‘exploratory’ campaigns to find out how the market changes and find new keywords to block and add.
• We used audience of people recently looking into travel outside of the EU to block and stop large numbers of travel enquiries coming through

Step 2: Robust & Contant CRO (conversion rate optimisation)

• If your ad campaigns lead people to the shop, your website/landing page convince them to buy. We ensured every month for over a year we had at least one A/B test running on our landing pages
• From small changes like different colours of call to action buttons, to completely different form layouts were made each month to constantly increase our conversion rate
• Of course, not every test works but we have a system to quickly pick this up, pause the new version, and continue optimising the old which helped increase conversion rates from 5% to over 20% in a year

• 2000% increase in leads from month 1 to month 12
• 20% reduction in CPA despite a massive increase in volume
• On site conversion rate rose from 5% to over 20%