700% Organic Growth

Challenge
I was looking for new ways to grow the digital leads portfolio, both in terms of lead volume and quality (high converting lead sources).  We were seeing very high revenue per lead ($300+) from our organic leads that were coming to Genworth.com, but we had a 1% conversion rate.  
 
Opportunity
There wasn’t a clear path for consumers who wanted to get in touch with an agent – either fill out a lead form or call - and by providing a quicker and better UI (user-interface) path for people who were ready to take the next step, we’d increase overall conversion rates, get more leads, and increase the portfolio’s mix of higher converting leads and increase sales.
 
Pain Points

  1. There was no testing platform on Genworth.com, so implementing a test would require some custom-coding to split traffic.

  2. I needed to build consensus and buy-in for the test since I was looking to better leverage some real estate on Genworth.com.

 
Approach
I worked with our internal IT department on a project to build some logic so we could automatically split traffic on Genworth.com, and direct 50% to the original conversion experience on the website, and 50% straight to a landing page with a lead form.  I worked to build a new version of our conversion experience that mirrored the brand, and style of Genworth.com.
 
Results
The test group had a 700% increase in conversion rate (7%) vs. the control group (1%), leads increased and we shifted the mix of the digital portfolio to include more high valued leads, therefore lowering overall cost per lead and increasing ROI.

  Control Landing Page

Control Landing Page

  Test Landing Page w/Lead Form - Winner

Test Landing Page w/Lead Form - Winner