Illustrative engagement. A representative scenario showing how we approach this kind of work in insurance. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping insurance
Insurance is bought for peace of mind and judged at the moment of a claim. Agents, digital journeys and claims experience shape trust.
- Many buyers do not fully understand their policies
- Claims experience defines the brand
- Agents remain important alongside digital
Client background
A life insurer, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A life insurer
- Sector
- Insurance
- Team engaged
- Digital Marketing
- Services
- Performance marketing, Landing page & CRO, Marketing automation
Client challenge
Many visitors requested quotes but few completed purchases.
Research objectives
- Deliver on the brief: online acquisition for term insurance.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in insurance
Policy buyers and holdersClaimantsAgents and advisersProspectsScheme beneficiaries
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search campaigns
- 3Quote nurture
- 4Insight
We improved quote pages, added reminders for incomplete applications and optimised campaigns for completed policies.
Performance marketingLanding page & CROMarketing automation
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Follow-up turns quotes into policies.
Recommendations
- Build on the core insight: follow-up turns quotes into policies.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- More quote requests turned into policies, and acquisition costs became more predictable.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do agents need?