20 Times the Leads, at Almost Half the Cost
Confidential Life Insurance Company: The Company
Before: The Company was generating 8000 leads per week via direct mail, at $90 per lead. Online lead generation was minimal. Barely 200/week. Agents were clamoring for new leads, and the agency needed a way to grow. To further complicate matters, monthly volume for direct mail was falling every month.
Bold Actions and Results: Bold started by identifying the best of 5 concurrently running sites and refocusing efforts on that one campaign. We then focused improvement in support of their most demanded and highest margin product. By separating out this campaign and product, Bold was able to create a new micro site that would focus on selling that single product. After a quick series of tests, Bold boosted the conversion rate of visitors-to-leads from 8% to 15% inside the first month. That basically doubled lead flow overnight once we re focused all of their traffic to this new destination.
With the conversion rate locked in at a new, high level, Bold took over The Company’s paid-search and banner media campaigns to drive potential customers to the site as well as continued innovative tests to improve conversions. After 4 months of testing different ad-word strategies, usability tests and the launch of a new retail brand, Bold increased the micro site conversion rate to 35%. With a conversion rate like that, we blew up the budget.. big time. 
Soon after, we were generating leads to the tun of 4,000 per month, at a cost of $45-55 per lead. In less than 6 months from when we started, The Company’s online lead-gen was ten times their original online lead flow, at almost half the cost.
“The amazing thing is that we could have doubled online leads to another 4,000 at almost the same cost. The only reason we stopped is because they couldn’t recruit enough agents to service the demand.”