Impression Uplifts the Conversions by 15% Through Optimized Service Pages

Stanhope Insurance is a long-term client of Impression’s having worked with the PPC team since February 2020 and the SEO team since October 2021.

Stanhope Insurance is a specialist insurance provider. It supplies a range of insurance offerings, including policies that cover non-standard properties to high-value homes, watch and jewelry collections, as well as life and private medical insurance.

The Challenge

An SEO audit conducted by their team highlighted the opportunity to add additional trust signals and improve the usability of the page. The CRO team was appointed to scope out the project.

Due to the nature of the product, there is a lot of information to convey to the user resulting in service pages that are particularly rich with content.

Whilst informative, Impression knows from CRO best practices that when pages are text-heavy, it can be overwhelming for a user and make it difficult for them to digest and navigate key sections on the page.

A key challenge in the insurance industry is building credibility and trust with the end-user. With this in mind, they wanted to explore adding additional review widgets to the service pages.

Stanhope challenged Impression to optimize the layout of the page based on their recommendations in order to allow users to navigate easier, build trust and ultimately, improve conversion rates.

The Strategy

Once they’d installed their testing software, VWO, onto Stanhope’s website, Impression went ahead and identified the top 3 visited service pages that they should use for the basis for the test.

Next, Impression began the development of the test by making the following changes to the pages:

1) Adding another widget into the hero banner of the page, allowing them to better showcase the 5* rating for Stanhope Insurance
2) Adding an additional call to action further up the service page to encourage warm users to complete their journey to “get a quote”
3) They added a block containing links to the different sections of the page (jump links) to allow users to be able to easily navigate between the different content sections
4) Finally, Impression moved the “Get a Quote” form further down the page, positioning it underneath the main service content. They also updated the background color to make it more prominent and contrast against the other content on the page.

The Results

The test ran for 29 days from March 24th until April 21st, 2022.

  • 15% Uplift in “get a quote” conversions on the target pages.
  • 97% Statistical significance.
  • Following the success of their efforts, the client gave them the go-ahead to implement their recommendations across all of the service pages on the website.

    Matthew Ashton, Director at Stanhope Insurance, said:

    Impression really cares about the work they do and they understand what makes us tick. The team is agile and able to implement reactive changes promptly which helps keep us ahead in the competitive insurance sector.

    About Impression

    Impression is a multi-award winning, Digital Growth Agency. They define and deliver integrated digital strategies that transform their clients from market players to market leaders.