Greenlight

With the consistent objective of achieving dramatic growth for its clients, Greenlight delivers innovative work for brands such as ghd, Dixons Carphone, Superdry, Furniture Village, and eBay in over 30 countries.

London, United Kingdom
Founded: 2001
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Skills
Affiliate Marketing
Paid Search
Social Media
Conversion Rate Optimisation
Web Development
Full Service Agency
Data Analysis
UX
Brand Strategy
SEO

and 14 more

Clients
ghd
new balance
Furniture Village
Dixons Carphone
Rajapack
Superdry
Hiscox
bolt burdon kemp
GAP
Legal & General

and 3 more

Sector Experience
Charity
Cosmetic / Beauty
Electronics
Fashion
Leisure
Recruitment Services
Retail
Travel
Financial services
Gaming

and 6 more

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Increasing Legal & General’s conversion rate by 557% using audience profiling

by Jennie Kitchin

The Objectives

The finance industry had become very crowded, very quickly, which was having a snowball effect on search.

This, coupled with time-poor and demanding customers, was leading to a decrease in loyalty.

We were challenged with devising a strategy aimed at driving more applications at a more efficient rate.

In order to achieve this, we had to look for new and innovative ways to engage with L&G’s desired audience.

The Strategy

We tweaked the ad groups within two of L&G’s highest traffic-driving campaigns in order to fit the profiles of seven different audience segments.

Unique ad copy was written for each individual segment based upon its key characteristics.

We matched this tailored ad copy with the specific ‘psychological intent’ of the people within each segment, which saw us coin the campaigns as ‘Psychology Strand’ campaigns.

We then compared the performance of the campaigns targeting the specific audience segments against the campaigns targeting everybody else.

The Results

We increased completed applications by 280%.

The ‘Psychology Strand’ campaigns delivered a CVR increase of 523%, with the overall CVR of all campaigns increasing by 557%.

The campaigns delivered at a -80% CPA.

The average investment value of people who had converted via our campaigns was 215% higher.

Revenue increased by 1098%.

Tags

Paid media
Paid Search
PPC

Clients

Legal & General