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15% uplift in conversions through optimised service pages

by Matthew Ahern

Stanhope Insurance is a specialist insurance provider. It supplies a range of insurance offerings, including policies that cover non-standard properties to high-value homes, watch and jewellery collections, as well as life and private medical insurance.

The Challenge

Stanhope Insurance is a long term client of Impression’s having worked with the PPC team since February 2020, and the SEO team since October 2021.

An SEO audit conducted by our team highlighted the opportunity to add additional trust signals and improve the usability of the page. The CRO team was appointed to scope out the project.

Due to the nature of the product, there is a lot of information to convey to the user resulting in service pages that are particularly rich with content. Whilst informative, we know from CRO best practices that when pages are text heavy, it can be overwhelming for a user and make it difficult for them to digest and navigate key sections on the page.

A key challenge in the insurance industry is building credibility and trust with the end user. With this in mind, we wanted to explore adding additional review widgets to the service pages.

Stanhope challenged us to optimise the layout of the page based on our recommendations in order to allow users to navigate easier, build trust and ultimately, improve conversion rates.

The Strategy

Once we’d installed our testing software, VWO, onto Stanhope’s website, we went ahead and identified the top 3 visited service pages to which we should use for the basis for the test.

Next, we began the development of the test by making the following changes to the pages:

  • Adding another widget into the hero banner of the page, allowing us to better showcase the 5* rating for Stanhope Insurance
  • Adding an additional call to action further up the service page to encourage warm users to complete their journey to “get a quote”
  • We added a block containing links to the different sections of the page (jump links) to allow users to be able to easily navigate between the different content sections
  • Finally, we moved the “Get a Quote” form further down the page, positioning it underneath the main service content. We also updated the background colour to make it more prominent and contrast against the other content on the page

The Results

The test ran for 29 days from March 24th until April 21st 2022.

  • 15% Uplift in “get a quote” conversions on the target pages.
  • 97% Statistical significance.

Following the success of our efforts, the client gave us the go-ahead to implement our recommendations across all of the service pages on the website.


conversion rate optimisation
digital marketing
digital marketing agency
insurance provider


Stanhope Insurance