Despite successful PPC activity driving traffic to their Professional Indemnity and Public Liability Insurance landing pages, Hiscox were not seeing the conversion rates they would expect given average benchmark rates.
increase in click throughs
Our research revealed that small business owners saw Hiscox as a trusted and well established brand, but needed a little more persuading than purely reputation to click through from the landing pages and seek a quote.
We completed a full UX and creative review of the landing pages, identifying multiple changes that we would ease the journey to get a quote.
The biggest change was ensuring that a ‘quick quote’ tool was created so visitors could get an immediate ball-park quote.
We also included industry awards and relevant case studies as reassurance and re-wrote the pages to include ‘barrier busting’ copy. Icons replaced lengthy text explanations and multiple CTAs were included.
To further optimise the landing page we tested three creatives to see which performed best.