Conversion Rate Optimization (CRO) can safeguard and enhance your revenue through data-driven strategies. Read how enhancing Insurmark’s website content and user experience led to a 32.14% increase in user progression, boosting quality leads and providing new opportunities for the company.
It’s nice to have prospective buyers land on your website, but what B2B businesses really need are conversions. Actions like clicks, downloads, and form fills to turn those visits into true business opportunities.
B2B prospects need more than a nice-looking website. They need information to help get them through a long buyer’s journey. Businesses need to understand their buyers and their experience on the site to achieve those coveted conversions. That’s where conversion optimization (CRO) comes in.
Here’s a company that didn’t settle for window shoppers on their site. They utilized CRO to test a key page to boost user progress to conversion.
Insurmark, a part of AON Programs, connects agents and brokers with simplified solutions that address commercial property and casualty risks. Offerings include private flood, mini-wind, deductible buy-back, and manufactured home insurance programs. They came to OuterBox for multiple services, including email marketing and CRO.
The site’s “Coverages” page sees high traffic and routes users to the desired product page for details, then to a build-a-quote form. This buyer’s journey needed more lead assurance. OuterBox wanted to improve the page by enhancing the user experience with design and detail to increase the progression rate.
The test revealed that the redesigned page outperformed the original, thanks to the page’s improved information hierarchy and usability. The test page saw an increase of 32.14% in user progression to the “Get a Quote” page.
The CRO team reviewed the “Coverages” page data to create their hypothesis and inform new content. Once created, an A/B test featuring a control (original page) and a variation (redesigned page) was served to 100% of users over four weeks. The test population totaled 500 visitors across all device types. OuterBox added custom tracking to page URLs to see the data on user progression.
The team simplified the title for the variation page to “Coverages” and gave it a short subhead. The page design used images instead of icons to preview each product, making the topic more clear.
But the changes went beyond cosmetic. Under each image, expanded information with bullet points previews the product landing page. Finally, an additional “Why Insurmark” section showcased the company’s value proposition and provided a bonus SEO boost.
More helpful content means more than just better SEO; it means a better user experience. Users who can easily navigate a website and gather detailed information are more likely to convert. Lost and confused users mean lost revenue. A 32.14% increase in user progression raised the company’s quality lead count and conversions.
While insurance gives you coverage for adverse outcomes, CRO covers you for positive outcomes by reviewing data and testing new user experiences to ensure premium revenue.
We help websites rank page #1 and grow online sales. We’ll show you exactly what we’ll do, how much it’ll cost, and how we’re going to crush your competitors.
Want to get the ball rolling quicker? Call 1-866-647-9218.
Quote request form for CRO services
