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Video 53: Improving Conversion Rates for Insurance PPC Campaigns

April 13th, 2011Posted by akassover in Insurance Agent Websites, PPC, Videos

If you haven’t already seen it, watch the video on Effective Calls to Action for Insurance Websites. It’ll be worth your time!


*Hello, it’s Aaron from AgentMethods talking about insurance agent websites, and pay-per-click campaigns, and I’ve been going through the different parts of the ROI formula to help you pull levers and to improve your return on your campaigns.  So the second step of ROI is increasing conversion.  Once you’ve paid some of your money to get somebody to your site, you want to make sure that you’re actually capturing a lead, that you’re converting them, and not seeing them just sort of come take your money and then disappear.  And so that’s your conversion rate. *

*So some things you can do to improve your conversion rate.  The first one is you can actually detune your click-through rate.  We spend so much time focused in the pay-per-click campaign tool on click-through, what’s our click-through rate of a keyword in our ad and sort of optimizing that, that it’s easy to get focused on click-through but actually doesn’t produce results.  And so some samples of this might be sort of tricking people into clicking by putting the search phrase into the title using a variable or using phrases that are not specific to the products that you’re selling.  I joke about saying “free beer, click here,” but if you’re doing ads where you’re enticing people to click to a too good to be true offer or using some sort of not so direct tactic, if you’re tricking them in any way, your creating your click-through rate to be too high, that’s going to hurt you in your conversion rate.  So step one is to detune your click-through rate; make it go down. *

The second one is to look at your bounce rate.  And your bounce rate is the percent of people who come to your landing page and then just leave right away without doing anything.  And this is a sign that people who either got there and didn’t see what they wanted or clicked on the ad and realized that this wasn’t the right ad to click on, and so that’s an indicator that maybe your content is not relevant or that your keywords and your ad and your landing page are not aligned.  So if your bounce rate is high, certainly if it’s 50% or more, you want to make sure you’re aligning these pieces better.  Your bounce rate is going to give you a lot of indicators to what’s happening.

*The third is to look at your call-to-action.  And I talked in a previous vision about using the squint test to make sure that your call-to-action stands out even if you stand back from your monitor and squint and that you can still see it as the most visible thing on your page, using color, using a visible graphic or a button, and make sure that it’s really kind of clearly placed.  So look at your call-to-action.  Do you tell what your visitor what to do next?  Do you sort of ask them to proceed and you make it really, really easy to find? *

The fourth is to do some A/B testing, and A/B testing is where you show two variations of a page, of a landing page, and change something.  Maybe change the headline, maybe change the color of the button, maybe make one lots of text and one short text to see which one converts better.  And what’s funny about A/B testing is that it’s a chance for us to scientifically prove or disprove our assumptions about design on our landing page.  And more often than not, you’re going to be surprised about what ends up working because you don’t think the same way your prospects do.  So do some A/B testing.  We use a tool called Unbounce, Unbounce.com, that simplifies the process of making these landing pages into a A/B testing, so you might check that out.  Unbounce.com.

*And then finally, look for patterns.  Look for patterns across your different campaigns, look for patters in your keywords in your ads that are high performers versus low performers, look for patterns in your landing page if it has a high versus a low bounce rate to see if there are some commonalities between the ones that are performing well versus the ones that aren’t.  And so maybe you’re using keywords that are target on – some are targeted on option, like ads, they’re talking about option.  Others are targeted around price, so maybe it’s all major carriers compared in one place versus get the lowest rate from major carriers.  Those are two ads, one is focused on options and the other is focused on price.  And so looking at patterns as to which one is doing better and then figuring out which language is working and then doing more of that to see if you can sort of optimize your conversion rate by getting the traffic that’s going to respond to you and what you sell and the way that you sell. *

So these are five strategies that can help you improve your conversion rate.  Of course, conversion is critical because once they go to your site, you’ve now paid for them whether or not they convert.  So you want to make sure they do, and get your money’s worth, and get to that sale so you get your ROI.  That’s what I’ve got today.  I will have more about insurance agent websites and pay-per-click marketing and how you can get the return you’re looking for tomorrow.  Thank you very much for watching.