Increasing Conversion With Landing Pages: BMW Car Insurance example

Your businesses is unique. Let me expand on that...What I mean is, there's nobody out there selling your products and services with the team you have behind you. Your website is unique, it may sell the same products and services as your closest competitor but I guarantee it is different in some way (page content, sales messages, buy process etc). What works for some visitors may not work for others.

We can all generate traffic, whether that be organic search engine traffic, paid search traffic or any other form of traffic generation. If we're smart, from that traffic we'll generate some enquiries and hopefully some revenue!

OK - so how are we going to do that? The key to this is relevancy - giving the customer what they want and as quickly as possible. That maybe in the textual content on the site, the layout and positioning of key messages and of course how it actually looks.

It goes without saying that if I'm searching for car insurance specifically for my BMW, I'm far more likely to convert if I'm sent to a landing page of an insurance website containing relevant content. An example of this, can be found on the Quotesearcher website:

http://www.quotesearcher.co.uk/car-type/bmw/bmw-car-insurance.php

You can imagine that if I have just searched for 'BMW Car Insurance' and end up here, it's going to stand a great chance of floating my boat than a basic car insurance page like this one.

http://www.motorquotedirect.co.uk/

The page the user arrives at is far, far more relevant and as a results, probably more likely to convert.

So what other benefits are there?

First and foremost, your PPC campaign is likely to perform better - not only from the increased conversions but also a reduction in your average cost per click. The more relevant your landing page, the lower your cost per click with be. Quotesearcher, a Gravytrain Limited customer has been trialling targeted car insurance landing pages for the last few months, covering such makes as BMW, Audi & Mercedes with great results, increasing the click to enquiry ratio by over 30% on some instances.

For more information about how to improve your online conversion rates, feel free to contact a Gravytrain Limited representative on 020 8941 2364.

Whilst we may have a fantastic track record of improving the ROI of car insurance websites, we also offer the same service for a wide range of customers including: Double Glazing, Commercial Insurance, Home Insurance, Van Insurance, Charities, Mortgages etc.