Arnav Patel

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> June 21, 2024</div>
<p>The home insurance market is massive. 85% of all homes in the US are insured and home insurers made a total of 104 billion dollars in revenue. How do they achieve such a massive scale? By running unparalleled marketing campaigns that blitz prospects with their brand name transforming themselves into household names. Ask the average American and they will know GEICO’s gecko, Flo from Progressive or the Nationwide jingle. This week, we took a look at how these massive businesses generate leads at scale through their notoriously expensive Google Ads Campaigns and suggest ways in which they can <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">improve their landing page conversion rate.</a></p>



<p><iframe src="https://www.youtube.com/embed/av-Vdqpd4ww" width="600" height="350" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>



<h3 class="wp-block-heading">Background Information</h3>



<h4 class="wp-block-heading">The companies in this space are household names</h4>



<p>With most of the other industries we’ve looked at so far in this teardown series, the companies that have been running ads have been relatively SMBs with relatively local presences or larger companies focused on relatively small markets. None have been the sort of companies that run national superbowl commercials. Homeowners Insurance is different. All of the companies are big household names that most people have heard of. Names like Geico, AllState and Progressive show up.</p>



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<h4 class="wp-block-heading">Branded keywords are important</h4>



<p>A lot of keywords that companies are bidding on in this space are branded keywords. For the uninitiated, a branded keyword contains a company name in it like “GEICO home insurance.” Considering the previous point about widespread brand recognition for the advertisers in this space, this makes sense. The constant advertising blitz of insurance commercials that most prospects are subject to means that a lot of them will associate homeowner’s insurance with a particular brand name.</p>



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<h4 class="wp-block-heading">High AdSpend</h4>



<p>$10-$50 is reasonably high CPC but it’s not the highest we’ve seen (<a href="https://www.hellotars.com/blog/conversational-landing-page-teardown-personal-injury-lawyer/">Accident Lawyers paid upwards of $200 per click</a>). But, if you combine this CPC with the 100k+ search volume of terms in this space it makes for an industry with insanely high adspend.</p>



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<h3 class="wp-block-heading">The Landing Page</h3>



<p>I looked up “home insurance” and unsurprisingly the first 4 links were ads</p>



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<p>I clicked on the Geico link because I LOVE their ads and this is the landing page that came up:</p>



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<p>Check it out <a href="https://propertysales.geico.com/Landing?lob=Homeowners&amp;soa=82205&amp;ds_kid=43700032003615031&amp;ds_kids=p32003615031&amp;&amp;gclid=EAIaIQobChMI9uvstfbc4AIVoB6tBh1fUA_9EAAYAiAAEgKaa_D_BwE&amp;gclsrc=aw.ds"><strong>HERE</strong></a></p>



<p>&nbsp;</p>



<p>Unlike <a href="https://www.hellotars.com/blog/conversational-landing-page-teardown-lasik-ppc/">previous teardowns</a> where I’ve pointed out several issues with the landing page, I am going to focus on two issues with this page because there really isn’t much on this page to critique. Literally, there is almost nothing on this page. </p>



<p>The first has to do with the experience after you submit your zipcode. It’s a particularly <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">ugly looking form, which is going to cause a lot of people to drop</a>. A conversational landing page or even a typeform-esque</p>



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<p>The second, more significant issue with this page its <strong>sparseness.</strong> At the outset, I’d like to point out that I am not opposed to minimalist landing pages. In fact, if you take a look at some of the <a href="https://www.hellotars.com/blog/conversational-landing-page-teardown-personal-injury-lawyer/">previous teardowns</a>, I caution marketers against having too much content on their pages. That said, this page just looks weird to me.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>The first time I landed on the page, I waited 5 minutes for something more to load and refreshed a few times to double check that the landing page was in fact as sparse as it was.</p>
</blockquote>



<p>In all fairness to GEICO, once I figured out that there was nothing form that asks for one field at a time won’t inundate prospects with an overload of information else to the page, it was extremely evident what I had to do get a quote. Either give my zip code or call their number. The lack of other CTAs and content means that a prospect has no distractions from the actual lead generation process.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>The issue is that GEICO’s hasn’t executed it well.</p>
</blockquote>



<p>Most prospects are accustomed to seeing landing pages that are information-rich. They usually have a menu at the top, they have images on them, maybe some friendly looking icons. When companies choose to strip most of these elements off their pages, they usually reorient the them so that there is an even distribution of elements across the page. They also tend to use visual elements to substitute for the lack of text. Take a look at the progressive landing page as an example. It’s also pretty minimalist but it looks far more engaging than the GEICO one because they’ve put a smiling picture of Flo on the page:</p>



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<p>In GEICO’s case however, they haven’t done any of this. The page just looks odd. It looks like they took a regular landing page and removed all the elements not essential to the lead gen process and left a bunch of jarring white space and a complete lack of personality (as a fan of the GEICO gecko I kinda wish they added a bit of their characteristic GEICO humor in the page)</p>



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<p>These might seem like cosmetic issues, but in my experience prospects can be irrational and fickle and often will close out of a landing page if it looks weird in a bad way. Speaking from personal experience, if a webpage doesn’t feel complete I feel annoyed at best and close the page at worst.</p>



<h3 class="wp-block-heading"><strong>The Solution</strong></h3>



<p>Conversational landing pages aren’t always the solution, but in this case, it most certainly is. Here is the conversational landing page I created to replace the GEICO one (Check it out <strong><a href="https://homeinsurance.hellotars.com/conv/H1z9p3/">here</a></strong>):</p>



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<p>The beauty of the chat interface is that you can strip away all the information from the page and it doesn’t look weird. When people see chat bubbles on a screen they expect them to be short because chat as a medium is oriented towards short pieces of text. The inherent properties of the interface mean that text is restricted from certain parts of the screen. The white space next to each bubble is something people expect because that is what they are conditioned to expect from a chat interface.</p>



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<p>In other words, a conversational landing page is a non-traditional landing page design that is geared towards the minimalism that GEICO is striving towards in this landing page.</p>



<h3 class="wp-block-heading">Conclusion</h3>



<p>The takeaway from this teardown is a simple one. If you want to create a distraction-free lead gen experience you need to do it in a way that doesn’t feel impersonal and jarring. In practice, this means that when you create a landing page with little text on it, you need to be careful about how you use white space. Too much white space on a traditional landing page can make hte UX feel off-putting and cause your conversion rate to fall. To avoid this, marketers can either pay close attention to how they distribute elements across the page and add visuals to make up for the text, or they can use a conversational landing page.</p>

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[Landing Page Teardown] Improving the Home Insurance Buyer Journey

[Landing Page Teardown] Improving the Home Insurance Buyer Journey - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> January 30, 2019</div>
<p>Regardless of what role they have on the team, pretty much everyone at Tars <strong>examines,</strong> <strong>critiques and rebuilds 5-10 client landing pages per day.</strong> Our process for doing so usually involves a lot of back and forth on Slack where we share Loom videos of ourselves talking through the critiques of the client’s landing page and the ways in which a chatbot could help. About a year into doing this everyday, we had the late realization that these videos are the sort of actionable content which marketers love, so we made this blogpost and teardown video to give you a sense of how we turn a traditional landing page into a <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">conversational landing page</a>. </p>



<p>To start this series off, we are taking a look at the way <strong>LASIK eye surgery providers</strong> create landing pages for their Google Ad campaigns. Believe it or not it&#8217;s really fascinating. We had a client a few months back who used conversational landing pages <a href="https://www.hellotars.com/blog/chatbot-reduce-cost-per-click/">to drop cost per click dramatically</a>, and we had a blast helping them out.</p>



<iframe width="520" height="400" src="https://www.youtube.com/embed/oozD7ToJx30" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen=""></iframe>



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<h3 class="wp-block-heading"><strong>Background</strong></h3>



<p>For the unaware, here’s a crude explanation of LASIK: If you wear glasses, you can pay a doctor to fix your vision by shooting lasers into your eyes and making some precision cuts.<br></p>



<p>Here are a few characteristics we have noticed about the LASIK market:</p>



<p><strong>High Average Ticket Size &#8211;</strong> As you might expect for a service which requires years of rigorous and not to mention expensive med school to complete, average ticket size is large. <a href="https://www.allaboutvision.com/visionsurgery/cost.htm">The average price for a LASIK in 2017 surgery was about $2088 per eye.</a></p>



<p><strong>Location dependent &#8211;</strong> This aspect is pretty self-evident. Surgery requires the patient and surgeon to be in the same place. It’s not like software.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/DHy0S6L0ilSLQdR-KV7vz0Ucdq1yoi6RlkJalph4WP3Z9KXfuqTNNPcwzhS8YMQHfs6GfE9lX3MrDwjKNDC69Vk45e9hOhPRKP7F3AyvEFKTl2ERpbtRznY9e6GJRZWidAFyB3Y9" alt="" width="489" height="419"/></figure></div>



<p><strong>Heavily reliant on paid presence &#8211;</strong> We Google searched LASIK eye surgery in New York and Los Angeles, California and in both places we found that the first 3-4 links are Google Ads.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh6.googleusercontent.com/mzzu__o_Opr8Br40VcqMtJ6FmD3aPxQv3PB-D13TXQznXByv1TkRTrbW9Um2A4V_wxvULR9qGFGaIzuRwUiEeQoig2wvKx1QVnQ8iCce2-Kmi4yEMwU4OjrD6S-aquIygs7Cx-kB" alt="" width="494" height="294"/></figure></div>



<p><strong>Super-competitive &#8211;</strong> We honestly had no idea how competitive LASIK eye surgery market was until we worked with a client in the space (check out the case study <a href="https://www.hellotars.com/blog/chatbot-reduce-cost-per-click/">here</a>). Other than the fact that there are a lot of paid links in google searches about LASIK, the hyper-competitiveness of the space is evident in the cost per click of the ads. LASIK providers spend up to $15 per click. </p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/t903k-auuPcu2mO4k6B3l1w0WXxvtlomub-Q6gDEhYi8Cx-0EOAiW54X-_SSTsTJ9sPaPI_legWgtFxnpwKXSDHO1wdGd5Ud0iQic8d0KNq7vrs4dAkCcONL4wwLdmY0iRoz00Zm" alt=""/></figure></div>



<p>In the making of this blogpost and video, we clicked on a &nbsp;LASIK Ad 17 times, which essentially means making this piece of content cost the unsuspecting LASIK surgeons of Los Angeles 255 dollars.</p>



<p></p>



<h3 class="wp-block-heading"><strong>Old Landing Page</strong></h3>



<p>To find an example of a LASIK landing page, we Google searched “LASIK eye surgery Los Angeles” and clicked on the ad which appealed to us the most. In this case, we clicked on the ad offering us a 20% discount, because who doesn’t like a good discount. </p>



<p><strong>The resulting landing page looked like this:</strong><br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/QitRSr4U1dpI0gkf-DgWDm29lC98lHPjIE0zbqeXPujKjuUt_sFLo69YX2aDOG76sji0rShKRWiYE0NBzt7tt13mkh-Un5broSeZRGbuKtmCw3SWHzLfXOUZgsHMzIGgTOWqn8Kq" alt=""/></figure></div>



<p>(You can check out this landing page over <strong><a href="https://offers.lasikvisioninstitute.com/?venid=Google&amp;subid=VGEO&amp;pid=8663932928&amp;kclid=_k_EAIaIQobChMI2cuK5YaT4AIVxBaPCh3LqQN5EAAYAiAAEgIfGPD_BwE_k_&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_term=%20lasik%20%20los%20%20angeles&amp;utm_content&amp;utm_campaign=Geo%20-%20CA&amp;gclid=EAIaIQobChMI2cuK5YaT4AIVxBaPCh3LqQN5EAAYAiAAEgIfGPD_BwE">HERE</a></strong>)</p>



<p>The landing page suffers from a lot of the same problems we see everyday in our clients&#8217; landing pages. </p>



<p><strong>Here are the three most prominent:</strong></p>



<h4 class="wp-block-heading">1. Stock Images</h4>



<p>Look stock images aren’t bad by themselves, but the stock images on this landing page are just a bit too stock-y for my liking. The one next to the call CTA in the top right is especially bad. It’s so generic, that I feel like calling the number will drop me into just another scripted sales call with a call center rep who doesn’t really know anything about LASIK.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/UMzmCCaTSuBfghyJsV1_VuU-irOp-xx8MwKOscXWm5ckNuQDWRPJRM7K5j9SeHCgaDDj_TQzReUxnyw_qkaW-n3acZx4LUENKU7i97BMoGOr7LLi0biI2lZPbnL5igYq-Cbij4h5" alt=""/></figure></div>



<p></p>



<h4 class="wp-block-heading">2. They use a Form</h4>



<p>Regardless of industry, the vast majority of <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">lead generation landing pages use forms</a> to capture leads and in all of these situations <a href="https://www.hellotars.com/blog/the-cursed-form-rack/">we cringe at the site of a form</a>, because let’s face it, who likes filling out a form. But in the healthcare space, using a form is particularly egregious. &nbsp;Speaking to our customers in the space, we have found that:</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Prospects for healthcare products expect a personal experience. </p></blockquote>



<p>Even for a procedure as basic and low-risk as LASIK, prospects want to have a conversation with someone before they actually give out their info. As a result, a form is just way too impersonal as a way for capturing leads for LASIK. Yet, on the mobile version of this page the form takes up over 33% of the screen space.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/5o2ZnXZvHeGrEMRtkQjqxhSRGu_PrDesOeHKFjykwpuRf0dV-SSHEPcAmzDgYqbXZ4L_Rf1nYgjtvZknrKDJK3hhQrplZqLmpBjF2qXrLdM08UiDuhe64GokKZT5h56J7miVguaW" alt="" width="240" height="425"/></figure></div>



<h4 class="wp-block-heading">3. Too much text on the page</h4>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Nielsen conducted a study in 2008 in which they found that most prospects read <a href="https://www.nngroup.com/articles/how-little-do-users-read/">about 28% of the content on a page.</a> </p></blockquote>



<p>&nbsp;That was in 2008, before apps like Instagram and Snapchat had shrunk people’s attention spans to Goldfish-esque levels. Today, I am sure that number is way less. Yet, the creators of this landing page deem it necessary to add a pretty lengthy paragraph explaining why they are the right choice on top of all the regular text you can see on the site (form labels, menu buttons, call CTA).</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/zZz7wBZ5ZFMK1S1uOcF79zrJ_fIWpFg8_ttY1thjIWGH-kqZY8cpgKxywHN2nJxTSUgFklKkSUkmBc7Q7kZGfrH7unYj0n-1UolAaVMU37eCG4DW1ouTj_vIqpQU7i-uBxA9AGGs" alt="" width="440" height="285"/></figure></div>



<h4 class="wp-block-heading">Concluding Thoughts</h4>



<p>To bring all of these points together, I would say that the overarching issue with this landing page is that it looks like it was made in the early 2000s. In an age where prospects access well-made landing pages and apps built by teams of UX developers sitting in the backrooms of large tech companies, old web-design is a death sentence. It’s not that people hate landing pages that look dated, but it certainly is a turn-off which induces people to bounce when they realize they could be instead be scrolling through facebook or instagram.</p>



<p></p>



<h3 class="wp-block-heading"><strong>How a conversational landing page addresses these problems?</strong></h3>



<p>We created a <a href="http://hellotars.com">conversational landing page</a> using info from the original, which you can try out over <strong><a href="https://lasikvisioninstitute.hellotars.com/conv/BJZZQP/">HERE</a>.&nbsp;&nbsp;</strong>Here&#8217;s&nbsp;how this landing page addresses the issues present in the original.</p>



<h4 class="wp-block-heading">1. Stock Images</h4>



<p>Alright the first issue with obscenely artificial stock images isn’t really something a conversational landing page can solve. It’s quite possible that a conversational landing page creator uses similar images in their conversational flow. That said, the other two problems can be addressed through a conversational landing page.</p>



<h4 class="wp-block-heading">2. Conversational Forms</h4>



<figure class="wp-block-image"><img decoding="async" src="https://lh5.googleusercontent.com/_y49OMrhgD6SuXgIKRNy0QLuTRD7gTQF3qvpkVHD_2VZFFcm_fIHZkG9pCdYsA5wFFz24vkPTy1m4s951QP1LAgjg45G9jX9A7j8IQOwAemh1Rh4mO0imKd0l5pZXwEsUwQH4LqR" alt=""/></figure>



<p>The reason chatbots are so good for lead gen is that <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">they don’t ask for all a user’s information in one go</a>. Instead a user is asked for each detail one at a time through a back-and-forth interaction which feels like a human interaction even though the bot has about as much humanity in it as a lead generation form. This perception of humanity gives the chat a personality which is very hard to incorporate in a form.</p>



<p></p>



<h4 class="wp-block-heading">3. Less text to read</h4>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/Nh0SJGH-9gQxYUX7dKZZpNcdACbOWY_iDGfU6xVP50cXSZDG2ZuQ4rjHkd0tjyqEio9uLATyCS3A7cHupYPr1zQAp3BuNlG-2ZSOn2g0Ia0UCVvFfsYsSGRVbjexGHsduUm4B7RV" alt="" width="226" height="265"/></figure></div>



<p>When a prospect lands on a conversational landing page they are greeted by a few message bubbles and an image at max. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>The total length of the text on the page which prospects have to read is the length of 2-3 tweets, which is considerably less than the content which prospects would read on the old landing page. </p></blockquote>



<p>Even past the first few messages, the back-and-forth nature of a chat means that at any given stage of the conversation, a prospect only has to read a few message bubbles at each stage of the conversation ensuring that they read everything on the page.</p>



<p>If you want us to conduct a similar teardown of your landing page let us know over <strong><a href="https://chatbot.hellotars.com/conv/rJIhjo/#tarsbot">HERE</a></strong></p>
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