About Towergate Insurance •Over120specialistofficesacrosstheUK•Leading insurance intermediary•www.towergateinsurance.co.uk

Goals• Increase lead volume•Deliver user experience tailored to device•Consolidate all content on available products and services into a single site•Future-proof online presence for new smartphones,tabletsandotherweb enabled devices

Approach•Usedresponsivewebdesign(RWD)in building a new site •UpgradedallAdWordsactivityto enhancedcampaigns• Implemented bid adjustments according to time of day and device

Results•SincelaunchofRWDsite,visitsonmobile havegrown218%andontablet236%•Clicktoleadratehasimprovedbyupto 5%onsomeproductcategories

Towergateisanaward-winninginsuranceintermediary,created15yearsagotoofferspecialistinsurancetopersonalandbusinesscustomers.Thecompanyemploysexpertsineveryfieldofinsuranceitoffers,coveringmorethan200specialistinsuranceproductsfornichemarketsrangingfromholidayhomestoprivatehelicopters.

MovingintothefutureTowergate began developing a multi-screen strategy to ensure users couldaccessitsproductswheneverandwhereversuitedthembest.“ThroughbothGoogleAdWordsandAnalyticswewerenoticingasignificantupwardtrendoftrafficcomingfromsmartphonesandtabletdevices,”explainsTowergate’sPPCManager,KeithMowbray.“Wealsolookedintoindustrystatisticsthatshowedmoreandmorepeoplewerelookingforinsuranceonthesedevices.”

TowergateInsurance’swebsiteworkedwellwhenviewedonadesktopcomputer,butusabilitywasinconsistentwhenthesamesitewasviewedonamobileortabletscreen.Whilethecompanycouldhaveaddressedthisbylaunchingamobile-optimisedsite,itwentadifferentroutebybuildinganewsiteincorporatingthebestpracticesofresponsivewebdesign(RWD).

“We wanted a device-independent solution to cater for all, and for our website to be future-proof for new smartphones and tablets.” — Keith Mowbray, PPC Manager, Towergate Insurance

“Wefeltthatwithcomplexproductsandinformation,theuserexperienceonmobileshouldbedifferent,butnotthecontentaroundtheproductsandservicesweoffer,”KeithexplainsofthedecisiontocreateaRWDsiteratherthanamobile-optimisedone.“Wewantedadevice-independentsolutiontocaterforall,andforourwebsitetobefuture-prooffornewsmartphonesandtablets.Thisapproachalsohadtheaddedbenefitthatwedidn’thavetomaintaintwoseparatewebsites,which,withsomanyproducts,couldhavebecometimeconsuming.”

ByusingHTML5andCSS3features,thenewsitewouldcomplywiththelatestwebstandardstoo.And,sinceTowergateInsurancebelieveditwouldbethefirstinitssectortoadoptRWD,thecompanystoodtogainanadvantagewithinthishighlycompetitivevertical.Usingacombinationofin-houseandagencyexpertise,thedevelopmentofthenewsitetooklessthanfourmonths.

UsingresponsivewebdesigntogetherwithAdWordsenhancedcampaigns,TowergateInsuranceincreasesmobilevisitsby218%

CaseStudy|ResponsiveWebDesign|EnhancedCampaigns

TakingactionwithenhancedcampaignsTheunderlyinggoalofTowergateInsurance’sonlinepresenceisthesameregardlessoftheuser’smethodofaccess.“Ourobjectiveistodriveahighvolumeofqualityleadsviaourwebsite,”Keithsays.“Theaimisforacustomertoreachrelevantconversiontouchpointsonoursiteallowingthemtoeitherbuyonlineormakecontactwithaskilledadvisor.”

NotlongafterthecompletionofTowergateInsurance’snewRWDsite,GoogleAdWordsreleasedenhancedcampaigns,anewsetoffeaturesgearedtowardssimplifyingthechallengeofmarketinginamulti-screenworld.Enhancedcampaignsgiveadvertiserstheabilitytomanagebidsacrossdevices,locations,andtimeofday–entirelyfromasinglecampaign.

ThecompanyupgradedallofitsAdWordsmarketingtoenhancedcampaignsatthesametime.Intotalthisrepresentedaround150campaignsacross15differentaccounts.“Theupgradewasincrediblysimpleandonlytookanafternoontoimplement,”Keithsays.“Theprocesswascompletedaccountbyaccount,andinvolvedpausingour old mobile and tablet variations of campaigns and upgrading our desktopcampaignvarianttoanenhancedcampaign.”

“ Before, we managed three separate campaigns for each product – a mobile, tablet and desktop variance. Now that we have a responsive site, all devices can be grouped together in the same campaign.” — Keith Mowbray, PPC Manager, Towergate Insurance

Towergate Insurance’s RWD site is a device-independent solution that automatically caters to all screens.

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Bidding and reporting for successBidadjustmentsenableAdWordstoautomaticallyserveappropriateadstousers.Forexample,bidsareadjustedaccordingtothetimeofdayonanyTowergateproductsthatdonotyethavequoteandbuyfunctionality.“Thisensuresthatwhenleadsaregeneratedviaenquiryformsoramobileclick-to-call,thereissomeonethereinofficehourstofollowupthatenquiry,”Keithexplains.

Towergate Insurance also employs bid adjustments according to whetherauserisvisitingfromadesktopormobile.“Wecompletelyappreciatetheneedfortheuserjourneytobeperfectlytailoredtoanindividualdevice,”Keithsays.“Weusemobilepreferredadsonourmoremobile-heavycampaignsfocusingonproductssuchasmilitaryinsurance.”

“We take full advantage of call extensions and use the new mobile call tracking code which allows us to get a view of how many mobile phone conversations have resulted in a lead.” — Keith Mowbray, PPC Manager, Towergate Insurance

Thankstotheadvancedreportingfeaturesinenhancedcampaigns,Towergatecanrefineitseffortsevenfurther.“Wetakefulladvantageofcallextensionsandusethenewmobilecalltrackingcodewhichallowsustogetaviewofhowmanymobilephoneconversationshaveresultedinalead,”Keithexplainsbywayofexample.“Andadvancedlocationinsightsarehelpingustoprofileourdigitalcustomerbasemoreeffectively.Timeofdaystatisticsfromourcallextensionsaregeneratinginternaldiscussionsastowhethercallcentresshouldbekeptopenforlonger.”

TheleadingedgeAsfortheresultsofalloftheseinitiatives,Keithreportsthatcampaignmanagementhasbecomemoreefficientandmuchsimpler.“Before,wemanagedthreeseparatecampaignsforeachproduct–amobile,tablet and desktop variance. Bids were decreased on tablet and mobile devices,asweweren’tfullyoptimised.Nowthatwehavearesponsivesite,alldevicescanbegroupedtogetherinthesamecampaignasthereismoreconfidencethatauserwillbegettinganoptimalsiteexperienceforthedevicetheyhavevisitedfrom.”

Performancemetricshaveconsequentlymadenotablegainstoo.“Thenewsitehasgivenusmoreconfidencetoincreasebidsacrossalldevices,whichhasledtoimprovements.Conversionratestendtofluctuateseasonally,butingeneralvisittoleadratesacrosstheboardareontherise,”Keithreveals.Theclicktoleadratehasimprovedbyupto5%acrosssomeproductcategories,whilemobilevisitshavegrown218%andtabletvisitsareup236%sincethelaunchoftheRWDsite.

AboutResponsiveWebDesignResponsivewebdesign(RWD)enablesyouto optimise your site experience across differentscreensizeswithoutcreatingmultiplewebsites.ARWDsiterespondstotheviewportsizeofadevice,thenadjustsimages,templatelayoutandcontentvisibilityaccordingly.AllofthiscanbelayeredontoasinglefileofHTMLcontent,deliveredtoanydevice.UsingasingleURLfor a piece of content makes it easier for userstointeractwith,shareandlinktocontent,andbecauseredirectionisnotrequiredindeliveringadevice-optimisedview,loadtimesmaybereducedtoo.