Increasing Conversion on Industry Pages
Mariah Gardziola
The industry pages are huge for the organic traffic play and require balancing conversion and a huge amount of text. Since Thimble’s main competitors for business and SEO are some of the oldest domains out there, out SEO team had strict requirements for what content and links had to be on each page.
Challenge
Find ways to increase conversion while balancing SEO requirements.
Results
In an effort to improve conversion on high traffic pages, we began working through updates to the industry template. We aimed to reduce bounce rate and capture more users higher on page without sacrificing SEO (which in the insurance industry, means lots and lots of copy). This project proved to improve the business metrics by not only seeing an increase in click to quote rate of 16.34%, but also correlated to improved performance in the funnel with a 22% increase in quote completion and nearly doubling transactions.
We also used a branded ticker to incorporate our top level messaging through the site and used fixed scroll to help break up the large amounts of text required to compete with some of the oldest domains in our space.
For users that landed on this page:
16.34 %
Increase in click to quote
22%
Increase in quote completion
42.9%
Increase in transactions
For users that visited a test page during their experience:
3.02 %
Increase in click to quote
11.11 %
Increase in quote completion
31.12 %
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Posted Jan 14, 2024
Optimized top visited pages by organic users by increasing click to quote rate by 16.34%
