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Breaking Through Conversion Barriers Without Budget Increase

When You Hit a Performance Ceiling, Innovation Becomes Your LadderIn the competitive landscape of digital marketing, meeting targets is often just the baseline. But how do you continue growing when you've consistently hit your KPIs month after month?

That was the case with one of our clients, a leading insurance provider. While their official website ranked first for their brand name, the rest of the first page was filled with affiliate websites. Unlike other major players, this brand didn’t fully own their presence on the results page. So, we set out to fix that.

The Challenge

Improving Performance Without Additional Budget

Sometimes, to expand your reach and enhance performance, you need to look at existing operations and identify what can be refreshed or modified – even if it’s a conventional approach that the client is accustomed to.

• Instead of guiding users towards specific, product-focused landing pages that provided detailed information, we were sending them to either the homepage or generic landing pages. These destinations lacked the depth of content necessary to truly engage users and inform them about our product offerings. This strategy was not effective in encouraging conversions or fostering a deep understanding of our products’ value proposition.
• Through ongoing analysis of user behavior, we discovered a critical insight: the value proposition of the product wasn’t immediately clear to our target audience. Despite being an essential safeguard for expatriates, many potential customers – even those actively planning international relocations struggled to understand why this specialized coverage was necessary beyond their existing insurance policies. This knowledge gap represented a significant barrier to conversion that needed to be addressed in our marketing approach. – even for its own name – and users were often directed to third-party sites.

Our Solution

Small Actions That Create Significant Change

• We recommended building a new landing page for paid campaigns. The page prominently featured all the USPs that the product had to offer in the above the fold section, with a clear CTA without requiring additional scrolling, keeping users focused.
• We also added a FAQ section that explained why standard insurance doesn’t adequately cover relocation needs. Addressing these foundational questions directly on the landing page eliminated a significant conversion barrier.