Drove 30% more leads for Stanhope Cooper Insurance
A specialist UK insurance broker tightened paid, CRO, and SEO into one program. Result: 30% more monthly leads, 8% lower CPA, and 16.8% higher quote-form conversions.
A specialist UK broker trusted for non-standard homes and collections
Stanhope Cooper is a specialist UK insurance broker. Clients come to them for non-standard property cover, high-value homes, and collections like watches and fine jewelry. They also handle life and private medical insurance.
The brand stood apart from comparison-site products through tailor-made service. What it needed was a paid and CRO engine that matched the quality of the offer.
High CPCs, weak trust signals, low form conversions
Big-brand competition
Large brokers and comparison sites drove CPCs up and squeezed niche campaigns.
E-A-T pressure
Regulatory service pages hurt UX and buried the reasons to trust the brand.
Weak quote CRO
CTAs sat below the fold and forms lost prospects at the last step.
Tighter PPC clusters, on-site CRO testing, and E-A-T signals
Segmented ad groups
High-intent keyword clusters with copy written to match each cluster tightly.
CRO testing on VWO
Landing-page tests held to 97%+ statistical confidence before we shipped any change.
Reviews in the hero
We placed customer reviews above the fold to prove E-A-T at first glance.
CTA repositioning
Higher-on-page CTAs cut the path from interest to quote request.
Jump links and nav
A refreshed nav and jump links made regulatory pages easier to scan.
Quote-form redesign
The Get a Quote form was rebuilt and repositioned for prominence.
Leads up 30%, CPA down 8%, quote form up 16.8%
Headline: 30% more monthly leads, 8% lower CPA, verified in VWO and GA4 across 2024.
Core service pages grew 30.4% in monthly leads, with 83% year-over-year growth.
Cost per acquisition dropped 8% across paid campaigns, lifting margin per lead.
Quote-form conversion rose 16.8% with faster VWO test cycles and CTA changes.
More cases that match this work
