Summary
This case study illuminates how Infidigit's SEO prowess propelled ICICI Pru Life's journey to success in terms of Leads. In the competitive realm of finance and insurance, ICICI Pru Life aimed for a subtle yet significant shift. Infidigit's detailed SEO strategy, characterized by precision, not only boosted ICICI Pru Life's visibility online but also significantly contributed to revenue escalation.
Challenge
Our leads for Savings & Category were pretty low compared to the other categories. Slow page speeds were skyrocketing bounce rates, impairing user experience and conversions. Our site's lack of structured data meant missing out on rich search results, affecting click-through rates. A content gap analysis highlighted a lack of optimization for featured snippets, inconsistent structures, and missing high-search-volume keywords. Additionally, the users visiting the pages related to Savings & Endowment category were not coverting. These challenges presented a multifaceted problem that demanded a sophisticated, data-driven response.
Objective
ICICI Prudential Life Insurance recognized the need to enhance its online presence in the Savings & Endowment Category, despite its success in the offline market. To align with the company's ambitions and target online users seeking reliable life insurance solutions, the focus was on nuanced objectives. The primary goal involved strengthening online visibility by achieving top Google rankings for essential life insurance keywords in the specified category.
Strategy
To achieve the objective, Infidigit had to work towards deploying refined SEO strategies, including meticulous content optimization and building quality backlinks. Simultaneously, the aim was to boost organic user interactions on category-specific pages, using analytical tools to continuously enhance user engagement levels. The strategy also included generating organic leads within the designated category through optimized CTAs and sophisticated lead capture mechanisms, accompanied by providing valuable resources to encourage users to willingly share their information. A crucial aspect of the approach was acquiring more featured snippets for key terms related to the category, with content optimization and consistent monitoring of snippet acquisitions playing a pivotal role. The overall strategic ambition was to bolster the brand's authority and visibility in the competitive digital landscape. Each carefully refined objective contributed to creating a cohesive narrative, aiming for an impactful trajectory for their campaign.
Data
Listed below are key strategy highlights from the campaign: Content Gap :Infidigit's research led to a six-phase strategy. Spotting a Content GAP, they identified the under-served endowment and savings segment on ICICI Prudential's platform. New Pages : The next step in the strategy was the creation of interactive landing pages to churn out more leads and also improve the topical authority. Featured Snippet Optimization: Infidigit even revitalised existing content on ICICI Prudential's website for featured snippets on SERP. Backlink Strategy: Using influencer marketing, ICICI Pru Life fortified backlinks of chosen keywords, to elevate their organic reach. CRO(Conversion Rate Optimization): The culmination of their strategy was with Conversion Rate Optimisation (CRO). By integrating strategic CTAs on landing pages and showcasing genuine customer testimonials, they gained trust among the users. The introduction of Flipper Card Widget CTAs was another nudge towards higher conversions.
Solution
Conversion Rate Optimization targeted specific pages, such as the investment cum insurance plan page, where strategic improvements were made. Notably, white space in the banner was utilized to integrate two compelling Calls to Action (CTAs) – 'Check Plans' and 'Calculate Money Growth,' guiding users to diverse insurance plans and the ULIP calculator page. To foster Customer Authenticity, authentic customer testimonials were incorporated into the website. This aimed to build trust and reliability, potentially positively impacting user interactions and sessions by reinforcing the brand's credibility. The introduction of Flipper Card Widget CTAs contributed to an interactive user experience, acting as the final push towards higher conversion rates and sealing the deal for many prospective clients. A Backlink Strategy leveraged influencer marketing to strengthen the backlink profile of selected keywords, broadening organic reach and extending the digital footprint. EAT-Based Content (Expertise, Authoritativeness, Trustworthiness) was added to web pages to establish the brand as an authority in the field. Landing Page Creation involved thorough keyword research to identify content gaps, leading to the creation of new pages like "Importance of Savings," broadening the scope to reach more prospective customers seeking information.
Results
The well-devised strategy for the Savings & Endowment Category resulted in the following fruitful achievements: Organic Keywords Ranking in 1st Position increased by 57% Organic Keywords Ranking in 2nd to 3rd Position increased by 33%. Organic Sessions increased by 70% A whopping 244% rise in organic leads. Organic users increased by 76%
