BuildSafe

How we boosted conversions from 15% to 54% in 150 days

About the project

Buildsafe insures 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.

Results

396%

Uplift in online leads

88%

Saved on cost per lead

60%

Decrease in budget to achieve outcomes

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?

Services involved

Search and online advertising strategy
Search and online ad management
Landing page design and optimisation
Consumer insights
Transparent reporting

The strategy

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.

Clear and meaningful landing page

We stopped diverting owner builders to their main website, where the other insurance products could become confusing. We purpose-built a landing page to address owner builder insurance, with only the supporting information they needed to feel secure in asking for a quote.

Increased speed & optimised for devices

Our web developers found ways to make the page load in an instant despite challenges with tracking codes and website frameworks. When it came to devices we tested to ensure the page was the same quality across mobile and tablet.

Strengthened our keyword targeting

We deepened our targeting, weeding out keywords which weren't as highly qualified and adding more contextual keywords which would relate to the processes owner builders are going through to start their building project.

Optimised for conversions

With high competition from other insurers the cost per click was being driven up to $15 per click. Instead of always bidding for top 3 position we analysed which position was actually getting us the best conversion rate and set our sights on maintaining higher converting positions.

Tracked, analysed and adapted

With sophisticated tracking mechanisms across the site alongside analytical data we were able to learn more about the user journey and customer experience. With this knowledge on hand we were able to tweak the page and ads to be more aligned with our audience's preferences.

Tested again and again

When we had insights to improve the page, ad copy, or call-to-action we tested it. In some cases we were surprised by the outcome, in others we foresaw the results but wanted to be sure in our assumptions.

And we just kept going...

A testimonial from BuildSafe

"Showtime have been able to double my leads with half of the ad spend I was using with my old provider."

BuildSafe

Phil Graf

BuildSafe

How we boosted conversions from 15% to 54% in 150 days

About the project

Results

396%

88%

60%

We started by considering...

Services involved

The strategy

How we did it

Clear and meaningful landing page

Increased speed & optimised for devices

Strengthened our keyword targeting

Optimised for conversions

Tracked, analysed and adapted

Tested again and again

A testimonial from BuildSafe

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