Lead generation campaigns on the Internet are backed by many 'landing pages' today, which essentially are dead-end pages. The practice of creating single pages, not linked to any other page on the web is rampant in the industry. The landing page aims at focusing the visitor’s attention on a particular product or campaign and it’s life is much shorter than that of a website. There are two possible exits from the landing page: to close the browser or fill-up the form attached.
But is that the experience that the users are used to? Is it normal? Would someone take an involved decision just by seeing one page? How much selling can you do in one page? Do the leads that come from this one page actually convert?
These are the questions we asked when Kotak Life Insurance approached us to create a site for their online marketing initiatives for a specific category of products - the Unit Linked Capital Guarantee schemes. It was decided that a site be created, which gave the user an immersive experience by educating him about the category, the product, the benefits and testimonials in the form of videos, FAQs and interactive calculators. It was complete with all the user requires to take an informed decision. Yet, we ensured that the site was 'optimized' for high conversion rates.
The experiment paid off. The site that DotAhead designed yielded leads that were converting at an exceptionally high rate of 13% (less than 10% being the industry standard).The customers acquired from this channel were paying as much as 2.5 times the average yearly premium earned by Kotak.
This outstanding performance, showed the potential of attracting a greater number of high value customers. The challenge in round-2 was that the click-to-lead conversion increase from a mere 1.5% to 4%, yet ensuring that the lead to appointment conversion does not drop (currently at 50%).
