Aquilana – Leads exceed all capacities
Starting point & challenge
From October to the end of November, the biggest competition between health insurance companies in Switzerland takes place: for many private individuals, the big premium comparison begins again.
The health insurance company Aquilana has built a premium calculator into its website, which users can use to calculate their monthly premium directly using an online calculator. This is nothing new, as many health insurance companies offer this. Therefore, a clear strategy had to be developed in order to stop potential customers from being let off the hook.
Solution
A logical conclusion was a retargeting strategy that continuously sets new trigger points for the target group throughout the funnel. To achieve this, we worked with Google Ads display campaigns, retargeting search campaigns (RLSA) and mobile advertising to attract attention.
But what contributed most to the success was the thorough psychological analysis of the target group in order to better understand and address the needs and search habits of potential customers. On this basis, we developed tailor-made campaigns that were specifically tailored to the geographical location and interests of the target group.
Through appealing ad texts and well-thought-out keyword strategies (full-funnel approach), we were able to efficiently encourage users who were already on the website to convert into leads.
Results
Within a very short time, we saw a sharp increase in leads. Aquilana's sales team was so busy processing the numerous inquiries that we were even forced to shut down the campaigns after only one of the three months planned for the campaign to run. Here is an insight into the KPIs:
- Total conversion rate: 33,48%
- Inquiries via the contact form: 3
- Inquiries by email: 2
- Inquiries by phone: 1
- Clicks on landing page for the premium calculator: 29
- Click on request offer: 14'559
- Click to download application: 3'075
- Click on take out insurance online: 6
- Effective online completions: 5
