How Bizcover Solved B2B Marketing with Personalised Search Experience
BizCover is a Deloitte Technology Fast 500 company and provider of business insurance.
One of their main focuses of the company is to improve their service by offering more relevant insurance options to their online customers. They want to drive more change in the industry to make it easier for SMEs to understand, compare and buy business insurance in minutes. One key component of that is personalisation for B2B customers looking for insurance options that are highly relevant to their exact industry and business need.
To make sure every landing page from a search gives prospective buyers the exact products and information they need, they rely on Longtail UX.
B2B insurance is a very traditional offering, and communicating a traditional message through an advanced platform was a major hurdle for BizCover.
The company wanted to utilise a more customer-focused mindset, which meant they needed to find a way to present as much information relevant to a user’s search term on a single page, alongside a lead capture form that made the process of requesting multiple quotations simpler. At the time, these assets were stretched across thousands of pages throughout the site.
The Longtail UX optimization team first recommended the most pivotal search terms related to customers who were urgently looking to buying insurance online. Such data was garnered from BizCover’s own analytics. BizCover’s marketing team then selected the top 300 most searched terms to create multi-content landing pages.
Below are “before and after” snapshots of the landing page for a highly specialised, high buying intent search term, “cheap professional indemnity insurance for contractors.” In the past, customers would have been presented with either a blog post or a lead form as below.
The “before” lead conversion landing page experience for the search term, “cheap professional indemnity insurance for contractors,” makes it easy to request a quote, but is impersonal for a contractor seeking this specific type of insurance.
Above is an “after” snapshot of one of 300 Smart Pages created by Longtail UX that combines the best of all worlds. This page is customised to the needs of contractors looking for affordable professional indemnity insurance and is also optimised for prospective customers to receive quotes right away. It also includes the most relevant reviews from other contractors who have received similar insurance in the past.
BizCover continues to win thousands of loyal new customers each year off the back of implementing a series of Longtail UX Smart Pages. Their cost per acquisition has dropped dramatically. They now receive 48% more new customer leads from search, and their customer acquisition cost has
been reduced by 62%.
By presenting personalised content and an optimised lead capture form on their Longtail UX pages, they have also seen a 24% increase in conversion rates and a 40% reduction in bounce rate.
In the end, it’s Bizcover’s commitment to customer-focused experience that has led to its success.