Travel Insurance Web originally did really well by being an early adaptor of online and later on by word of mouth due to good service and prices.
But the online insurance market has become increasingly more competitive and our brief was simply to increase ROI.
Previous pay-per-click campaigns had used the original homepage as landing page and had an ROI of 8%. HTML email campaigns had similar design and similar ROI.
First we explored a different design for html emails moving slightly away from the original site design and with a much more image-led approach. These emails retained the original body copy but with the minor changes and bigger images they had a higher click rate.
We had now proven that even small design changes improved ROI on emails. So now we did A/B testing creating two PPC landing pages, both image-led, but landing page A followed the old site design while landing page B expanded the new design from the emails. The landing page following the old site design lost 12% against 16%.
Finally we took the most successful landing page and created a multi-variant landing page using Google Web optimizer and the final landing page took the 16% conversion rate up to 21.6%.
Results
In total the most successful landing page variant took the ROI up from 8% to 21.6%, a stunning 270% increase, and the learnings have been apply to the main Travel Insurance Web site.