Crunching data to reduce costs and increase ROI
My agency supported the UK's third biggest dental insurance in all of their digital marketing and online sales operations. Their paid advertising campaigns had got out of hand and lacked attribution, whilst their SEO rankings had fallen off a cliff since a redesign 6 months before. They faced going out of business altogether if the online situation wasn't rectified.
Here's an insight into how we dramatically turned the business around — and how it got sold.
Project brief
Rescuing the UK's third biggest dental insurer from digital freefall
Increase organic search traffic
Raise natural search engine driven traffic to levels that produce enough enquiries and purchases to keep the company viable.
Reduce pay per click reliance — Google Adwords, Bing Advertising
Drastically reduce the reliance on PPC (caused by the drop in SEO traffic), and/or increase its effectiveness to ensure a better Cost per Lead.
Improve user experience
Analyse and change the customer user journeys to improve goal conversion rates (insurance plan purchases).
Project delivery
Given a free hand to implement what we thought correct
Increase site content and relevancy
We created a searchable (indexable) dentist directory to help users looking for 'emergency dentists', which raised Google rankings by over 2,900%.
Create dentist outreach strategy
By delivering thousands of emergency patient leads to a dentist network, a secondary strategy was created. Dencover reached out to these dental practices as sales partners, who could then offer Dencover as an insurance option.
Paid advertising assessment
We conducted a huge PPC analysis which segmented their paid advertising campaigns into over 70,000 individual user journeys, and identified advertising spend vs incoming sales. This ultimately focused Adwords/Bing budget on the key 40 time/day/keyword/device user journeys.
Outcomes
14,000 new page 1–2 rankings — and a $49.5m acquisition
Dramatic organic search traffic increases
The SEO campaign produced over 14,000 new page 1–2 rankings within the first year, and started an engagement campaign for dentists to become resellers.
Pay per click — Google Adwords, Bing Advertising
The PPC report initially cut spend by 63% for the same sales, which was then reinvested for a 141% increase in insurance subscription sales.
Overall results and business outlook
8 months later, the business (NDP) was acquired by UNUM (UK) in a $49.5 million deal.
