How Bizcover Solved B2B Marketing with Personalised Search Experience



Business services

Organic search

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Increase in new customer leads from search.
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Reduction in customer acquisition cost from search.
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Increase in conversion rate from search.


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.

Biz Cover Website

The challenge

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.

Our solution

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.

BizCover Insurance Landing page
BizCover Website Screenshot

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.

Biz Cover Website

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.

The results

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.

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Why clients love us

“We started working with Longtail UX with the goal to attract more new customers to our site and significantly increase revenue through our online channel. Since launching in November 2020, LUX has become a valuable asset to our online marketing strategy. Their dedicated teams are transparent, highly communicative and laser-focused on achieving our particular goals. Within a month from launch, we saw incredible results, which is a testament to their hard work and ability.”
Jadon Stewart
SEO Strategy Lead
“Longtail UX delivered strong results with increased organic traffic (+230%)and revenue (+152%)since implementation. The key to this success has been the performance of non-branded terms [where] we weren’t necessarily competitive previously.”
Roy Ripepi
Digital Marketing Manager
“Customers are going to expect a shopping experience that is highly personalised, that gives them all the information they need, and that’s super-convenient.”
Kate Morris
“We are extremely happy with the results that we got by working with Longtail UX in our marketplace in Mexico. The results are great because of the impressive teamwork and coordination between the local team in Mexico and the Longtail UX team, which has been proactive and very responsive with our requests. Definitely recommend their services!”
Paloma González Martínez
Chief Data Officer
“F***ing great!”
Mariano Favia
Head of Marketing