Lead Generation From Search To Landing PageHow we boosted conversions from 15% to 54% in 150 days
About the project
Buildsafe insure registered builders and everyday home renovators (owner builders). We spoke to them about their frustrations with their online marketing. It was clear that while they were advertising online the effectiveness of this, especially to reach the owner builder market was in question. Although they were getting leads their cost per lead was high. This presented an opportunity to fine tune the process for owner builders looking for insurance.
uplift in online leads
We started by considering…
- Who are we talking to?
- What is their motivation?
- What are their pain points?
- Why should people choose Buildsafe?
- What is their next step?
And from this we developed an understanding that Owner Builder Insurance is actually a legal requirement in many cases. The need is inherent, it came down to their pain points around needing this insurance but not knowing what all the obligations were.
Fortunately Buildsafe emphasise the importance of speaking in plain english and making the process as simple as possible.
Using existing documentation we were able to develop a landing page which emphasised the benefits of BuildSafe without all the complications. A page which would make it easy for owner builders to get a quote, and get the insurance box checked!
With the page in mind we built our paid search strategy and implemented our goal tracking measures.
- Search and online advertising strategy
- Search and online ad management
- Landing page design and optimisation
- Consumer insights
- Transparent reporting
How we did it
Clear and meaningful landing page
Increased speed & optimsed for devices
Strengthened our keyword targeting
Optimised for conversions
Improved our page
Tracked, analysed and adapted
Tested again and again
And we just kept going...