The Client: Best Quote Travel Insurance is one of the largest travel insurance brokers in Canada, providing insurance to both Canadians and visitors to Canada.
The Challenge: The client’s website was easy to use, but needed conversion rate optimization improvements. The campaign was not segmented and was targeting a wide range of keywords, many of which were not converting.
- 265.64% increase in conversion rate
- 300.14% increase in click-through rate
- 169.43% increase in revenue
How We Did It: We created new campaigns that targeted individual countries with the highest conversion rates and excluded poorly converting countries. Our ads included prices that were specific to the country we were advertising in (i.e. “Plans Starting At $18” in Australia VS “Plans Starting At $16” in Canada). Because the buying cycle for travel insurance was often 60-90 days, we retargeted users who received a quote but did not purchase for up to 90 days.
Lastly, we provided CRO consulting to the client. From our guidance, they requested reviews from customers which were automatically added to a review feed on the website. They also added a McAfee Trusted Site security badge. These two changes lifted not only the conversion rate of the PPC traffic but the entire site.