CASE-STUDY-COMPAREPOLICY

Financial aggregator web platform with a sharp increase of 566% in the clicks conversion rate.

Overview

Compare Policy, a financial service aggregator web platform that offers a comparison of 100+ insurance products to the customers, and pick and choose from nearly 30+ insurance providers. Unyscape with futuristic technological implementation, marketing intelligence, business intelligence and analytics, data intelligence, SEO, CRM, and also CPC strategies, etc. helped the client reach the point where it stands today.

Industry

Fintech, Finance

Challenges

The greatest challenge associated with the project was to manage multiple scenarios with limited resources.

Complexity of Insurance Product Positioning as to how and on what basis the various insurance products will be displayed was a pure algorithm-based challenge.

Intense market competition in the insurance sector played a huge factor that added to the challenges of the project.

Short Demand life affects the long-term user engagement with the web portal.

As data is one of the pre-requisites for comparison engines to work, embedding it with the web crawler and pulling data from complex sources was challenging a task in itself.

Who is the client?

Having a corporate roof in Noida, Compare Policy was born in 2015 with an ideology to bring transparency and consistency in the insurance market. After witnessing and having a full-scale analysis of umpteen reported cases of mal-selling insurance products, Compare Policy plunged into the domain to give the buyers an unbiased insurance deal. With Compare Policy, buyers get to see, study and compare premium rates, their salient features of all the policies from the policy sellers in the market. Here users are empowered to compare any variety of insurances like term, travel, health, motor insurance, child insurance, etc., and then take a well-studied decision customized to their needs. Compare Policy thus vaunts of their platform being an asset for the customers as it is reliable, accurate, provides a quick and empathetic advice to the buyers’.

Business Goals

To reduce CPA for the client’s portal to balance out the operational costs.

Minimize the cost of scaling the business.

To reach a larger and larger audience to make them aware of the client’s aggregator portal so that a larger chunk of the audience can benefit from it.

Optimize CPC due to limited resources.

Thus increasing the volume of traffic.

Highlights

Simplified process of comparison for users with detailed information about insurance-specific terms.

Ability to crawl and pull data from a variety of complex sources.

Real-time data pulling and comparison of various premium rates from different insurance players.

Aggregator financial service-based.

Scalable and new-code integration friendly.

Price monitoring software is integrated to keep a check on changing prices and update regularly.

Unyscape’s Solution

Putting negative keywords from search terms on regular intervals to streamline the ad search more.

To apply BI strategies, product intelligence, and social media intelligence strategies.

Our team also suggested rebuilding the landing page for Compare Policy to incorporate and increase mobile traffic.

To embed comparison engines and data extraction tools to pull data and make it available for comparison.

To use broad Match Modifier to fetch long-tail keywords and directly affect clicks conversion.

To use exact match keywords.

Technologies Used

Client’s benefits and Metrics

Immediate business benefits and Metrics:

73% reduced CPA and 566% converted clicks increased.

Apart from hitting good numbers in the form of CPA and Converted clicks, the brand-building and the gospel-centered strategies helped the client retain the amassed audience.

Broad match modifier strategies helped Compare Policy keep customers engaged during the point of sales.