Getting started

Cooperation with Capital LIFE began in September 2018.

We have chosen contextual advertising in Yandex as our promotion channels.Yandex.Direct and Google Ads, since it is in these channels that you can get the hottest traffic with the existing demand.

Compilation of ad texts

We have compiled the texts of ads indicating the advantages of purchasing insurance for VZR. For example:
- the minimum price of insurance per day;
- the possibility of purchasing insurance online;
- calculation of the cost on the calculator;
- round-the-clock support;
- simple registration;
-the possibility of choosing additional options (for pregnant women, for extreme travel, etc., a total of 34 options).

Adding a discount to increase CTR

In addition to optimizing advertising campaigns, we found that most competitors use a discount in their ad texts. Capital LIFE did not offer discounts at that time, so users were more attracted to competitors' ads.

We offered the client to develop a promotion and test the sensitivity of buyers to the discount.

The hypothesis that the discount in the ad has a positive effect on increasing sales was confirmed, so an annual calendar of promotions with different promo code names was created, which changed depending on the month or holiday for use in contextual advertising.

Site usability analysis
The purchase of the policy consisted of 4 steps:

- Filling in the first page of the application (choosing the country, date of travel)
- Filling in the second page of the application (choosing a package, calculating the price, entering personal data)
- Filling in the third page of the application (agreeing to the contract). Purchase of a policy (online payment)

When analyzing the conversion of the site, we determined that the worst users go through the first step of the funnel – from visiting to filling out the first page of the application, an increase in the conversion of this step by at least 0.5% will already be able to reduce the CPA by 10%. Therefore, we conducted a usability audit of the pages of the VZR policy and gave the client recommendations on what can be improved on the site to increase conversion.

An example of the most important improvements that were recommended:

1. In the directory, specify all spelling variants of countries. Using the Yandex.Webvisor tool, we found that not all variations of the spelling of countries were taken into account in the country selection field:

"Czech Republic" can be searched as "Czech Republic",
"USA" can be searched as "America" or "United States of America",
"Bali" is an island in Indonesia, but most often it is the name of the island that is entered, not the country.

Users who did not find the right country could not make a purchase and left the page.

2. The country selection field assumed multiple country entries, while tourists are most often looking for insurance for one country.

We recommended leaving the selected country in the country selection field, without transferring it as a tag, so that the step looks more compact and understandable.

3. Rewrite the texts of recommendations for correcting errors, make instructions for the user what needs to be corrected.

4. Simplify the selection of the travel period.
We recommended to the client:

- reduce the size of the fields, since the date is a short information;
- the transition to the "Back" field should be automatic after selecting the "There" date;
- the calendar should appear immediately when you click on the input field, because it is easier for users to navigate dates by looking at the calendar. Previously, it appeared only when you clicked on the calendar icon.

5. Remove the repeated email input to check the correctness of the input.

6. When updating the page, save the completed information.

7. Transfer the calculation of the cost of the insurance policy from the second page to the first.

The next time the site was updated, the client made a large-scale change to the policy design pages. Our recommendations were taken into account and after the introduction of improvements, the conversion of the site increased by 1.5%.

Results

- in the process of working with Capital Life on the VZR insurance product for 6 months, we achieved the following results:
- the CPA in the sale of the policy decreased by 63%;
- conversion to sale increased by 4%;
- the number of sales increased 1.5 times.

We achieved this result thanks to comprehensive work with both advertising companies and the website:

- we conducted a competitive analysis;
- we have prepared unique ads for our campaigns that are more attractive than those of competitors;
- recommended to make an attractive offer with a discount;
- we found the bottlenecks of the application funnel and gave recommendations for increasing the conversion of the site;
- we tested different variants of key queries, how users can search for insurance.