Mutual of Omaha is a life insurance company offering numerous services, including life, disability, medicare, and long-term care. They sought ways to optimize paid search efforts by reducing cost per click (CPC) and increasing conversion rate.
Mutual of Omaha faced several challenges in its search marketing efforts. One particular challenge was inefficient landing pages. An understanding on how to further improve them hindered its teams’ ability to generate leads and grow the business.
To help Mutual of Omaha overcome these challenges, paid search services for its life insurance products were provided. This included implementing landing page conversion rate optimizations paired with A/B testing to grow leads and increase their customer base.
During A/B testing many optimizations were tested and implemented. Some of these include a clear concise CTA in the hero section, titles clearly related to search query, one form field to get started, multi-step form vs all input fields being visible, trust building through value propositions unique to the brand, lowest price displayed, geographic relation, image related to target audiences, grouping and order of questions, and conversational questions.
