First Ireland
PPC, CRO
First Ireland offers affordable household insurance by comparing quotes from Ireland’s top insurers to get their customers the best policy benefits.
Client Objectives
Increase leads
Being easy to find increases website traffic. Effective lead generation strategies include content creation, social media marketing and CTAs.
Improve conversion rate
Conversion rate optimisation lowers costs by getting more value from visitors you already have on your site.
Grow revenue
One of the most common marketing goals which your marketing efforts should aim towards.
SEO
Domain Specific CMS
Technical SEO can become slightly more challenging when working with CMS platforms built specifically for a particular sector like recruitment companies. But, this was our starting point to ensure that the entire technical side of the site was in a strong working place; desktop and mobile speed, 404 pages, 301 redirects, broken links, proper site architecture and more.
New Relevant Keywords
Next Generation had gone through a bit of a rebrand just before we started working with them. With this, they cut their offering down a lot. Their offering now focused on new industries, so we had to do a complete keyword refresh for them to ensure that their organic traffic stayed relevant to the visitors they were looking to attract. We implemented our keyword research, did up a new URL map and build a content and off-site plan around our new focused (& relevant) keywords.
The results
PPC
Competition
First Ireland is part of the extremely competitive insurance industry. Knowing that bigger players in the market have deeper pockets means we had to be more efficient with our spending. We had to craft campaigns for the areas we had the ability to compete in, which tied to their services. It was also important we lead with their competitive offering, to promote top of the funnel interest.
Iteration Through Data
There was a huge process of data refinement once we went live across our different campaigns. We got thousands of search term variations per day and we had to test and iterate performance off the back of this. We set rules within the account while jumping on trends. This allowed us to find baseline metrics the client was happy with, which we could continue to improve from.
The results
CRO
New wireframe & UX
Working with an established website, branding and regulatory guidelines meant we had to build a structure and client map around elements that were non-negotiable. We brought in a new structure and flow for the pages that meant First Ireland would have an opportunity to compete with their biggest competitors in the market.
Information Hierarchy
With an improved aesthetic and design established, we were able to copy this out for all the key service lines First Ireland was looking to push. We followed a clear information hierarchy knowing the key points and questions that a potential customer needs answered in their decision-making process.
The results
Brian Butterly Associate Director
Our online leads volume increased by 15% and have continued to grow month on month. Evolve offer excellent advice and they revamped how we advertise. They delivered advertising campaigns suitable to our needs and maintain our campaigns to a very high standard.
Brian Butterly Associate Director
Our online leads volume increased by 15% and have continued to grow month on month. Evolve offer excellent advice and they revamped how we advertise. They delivered advertising campaigns suitable to our needs and maintain our campaigns to a very high standard.