Case Study: Corporations

1 The Challenge

A nationally recognized insurance company had engaged in a joint branding & lead generation/sales acquisition program focusing solely on the mobile channel. The company had charged their agency of record (AOR) with sourcing and managing their mobile contractors. After a yearlong campaign that spent over $250k, the campaign resulted in a total of 80 applications. Considering the value of the product being sold, this campaign would need close to 20 years before the Company saw a profit. Was the issue that the product didn’t translate well to the mobile experience? Or was the issue that the AOR & mobile contractors just weren’t ready and equipped to handle this type of campaign? We were retained to compete against the AOR-designated contractor to determine the viability of branding & finding leads through mobile channels.

2 Our Approach

SITE/PATH AUDITING

We started with a full audit & optimization audit of the mobile user experience. Testing on multiple devices with multiple platforms, we realized that not all users were getting the same experience. Tablet users got the desktop website that had 8 pages & over 30 fields of data to enter. Mobile phone users got the optimized mobile experience, 5 pages with 12 fields.

BRANDING/LEAD GENERATION

With over 20 years of combined experience in the online marketing industry, we knew where the areas of high converting traffic were and knew that they weren’t being tapped. Constant optimization and A/B testing showed us which regions of the country responded best to mobile marketing for insurance.

3 The Result

Within 2 months, the AOR-designed mobile contractor was removed and we were installed as the mobile marketing contractor of choice within the Company.

  • After 4 months, we had equaled the number of applications that the contractor had achieved in the prior 12 months. (Note: We achieved this with a quarter of the monthly budget)

  • After 9 months, we had more than doubled the number of applications with the same dollars

  • After 12 months, we are now delivering 6x the applications for the original monthly budget.

In the past year since we have started our efforts, the company has already recognized our efforts as the 2nd leading driver of mobile traffic only after Facebook.