PRO Case Study
Case Study: How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page Personalization
by Nettie HartsockCompany: Company: Continental Warranty
Contact: Shawn Vicklund, Director of Marketing
Location: Location: Seattle, Washington
Industry: Insurance, B2C
Annual revenue: Confidential
Number of employees: 300
Quick Read:
Continental Warranty focused its search advertising efforts on generating leads through its offer of free quotes for extended-warranty coverage. After three years of running paid search campaigns that averaged 700 Web leads per week from 20,000 keyword phrases, its lead-capture rate had plateaued.
Shawn Vicklund, director of marketing for Continental Warranty, needed to better understand the company's target audience to increase lead volume, lead quality, and conversions. Continental Warranty turned to conversion-optimization firm magnify360 for help with profiling and better targeting visitors.
In May 2007, Continental Warranty began a three-month pilot program using 30% of its paid search traffic.
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