POHJOLA VAKUUTUS
Climbing to pole position with Pohjola Insurance
Pohjola Insurance is the market leader in non-life insurance, and is one of the most well-known brands in Finland. In January 2019, however, a competitor was leading in search engine visibility. Here's how we turned things around.
THE CHALLENGE
Taking the lead
Our initial research revealed that searches for insurance and risk management made up a significant portion of total search engine traffic, which meant there was significant sales potential for domestic insurance companies.
In parallel, Pohjola Insurance was not using relevant web searches to its full potential, and existing web content was not converting visitors into actionable sales leads. There was also untapped potential in paid search advertising, both in terms of impressions and conversion rates.
THE SOLUTION
Realign and reiterate
Together with Pohjola Insurance, we started realigning its website content to boost engagement while directing paid advertising to target specific stages of the customer journey.
We also implemented A/B testing as well as the following key milestones:
- Search terms related to the insurance market were identified and analyzed in relation to the total search engine market potential.
- Technical elements of the website were developed to improve user experience and search engine visibility.
- The SEM account structure was developed to better suit the actual search terms used by customers.
- The SEM budget was continuously optimized based on web analytics.
The key to success
As a client, Pohjola Insurance was proactive and eager to challenge the status quo. We had a shared culture of trial and error that allowed us to experiment and learn as we worked. This, coupled with a strong commitment toward the end goal, was instrumental in our success.
THE RESULT
Skyrocketing sales in both B2B and B2C
Over the course of a year, Pohjola Insurance climbed to pole position in search engine visibility. Pohjola Insurance specialists had honed the website content to match closely with customer needs, the effect of which was clear in the performance metrics.
The company experienced huge improvements in web traffic and conversion rates across the board. In consumer insurance products, web traffic and online sales skyrocketed by over 50 percent. In B2B, the changes were even more dramatic: quadruple the number of visitors and triple the number of insurance offer requests.