10. COMPARISON
PekinInsurance.com Insurance Industry
0:37 Average Time on Site 3:27
Average Number of 3.14
1.3
Pages Viewed
60% New Visitors 37%
85% Bounce Rate 49%
11. TRAFFIC
112,000 visitors in one month
13% 97% from direct traffic
11%
48% 14% 7%
12. INTERCONNECTION
66% of online search users are driven to search for
information about a particular company, product, service
or slogan by an offline channel
Source: iProspect “Offline Channel Influence on Online Search Behavior,” 2007
13. MISSED OPPORTUNITY
• 112,000 visitors in one month from direct traffic
• 85% leave the site without clicking to a second page
• Spending less than one minute on the site
• 60% new visitors = low returning visitor rate
• Engagement with a site is critical
14. WHO SEARCHES?
• 74% of women are online
• 74% of men are online
• 93% of 18-29 year olds are online
• 81% of 30-49 year olds are online
• 74% of American adults are online
Pew Internet & American Life Project
15. AUTO INSURANCE
• Online auto insurance shopper volume has increased and
price is the key driver of consumer choice
• 90% of those looking to replace an existing policy cite price
as the reason
• Mostconsumers apply online and search is the second most
used resource in the shopping process trailing only issuer
websites
• 56% of shoppers apply online
16. HOW ARE THEY SEARCHING?
“Car insurance” drove more search referrals than any
other non-branded term
car_insurance
auto_insurance
insurance related
car_insurance_quotes
auto_insurance_quotes
cheap_car_insurance
cheap_auto_insurance
car_insurance_comparison
car_insurance_companies
auto_insurance_quote
car_insurence
car_insurance_quote
17. LIFE INSURANCE
• 43% of Buyers perform an activity online either researching, purchasing
or both
• Of the users who both researched and purchased life insurance online:
• 59% were male
• 68% more likely to have HHI of $100k
• 59% are 25-44 years old
• 53% use the internet 22+ hours per week
• 67% are the primary household decision maker
21. EXISTING CONCERNS
• Homepage URL Redirect
• Old/non-existent pages indexed in the search engines
• Scalability for future digital trends (mobile, social, video, etc.)
• W3C code compliance issue
• Missing meta-tag data
• Canonical domain issues
• Poor inbound link keywords
22. RECOMMENDATION
• Phase One: Server Architecture and CMS Conversion
• Phase Two: Web Policy and Brand Enforcement
• Phase Three: Keyword Development
• Phase Four: Content Optimization
• Phase Five: On-going Optimization and Reporting
23. BENEFITS
• Improved management and scalability of website
• Uniform look and feel
• Improved interaction with consumers and agents
• Increased organic web traffic
• Improved quality of web traffic
• On-going performance reporting
26. TRUSTED REAL ESTATE
40% of consumers believe companies whose websites
are at the top of the search page are the top
brands in their field
Source: Jupiter Research Report
27. US MONTHLY SEARCHES
Insurance: 101,000,000
Auto Insurance: 16,600,000
Health Insurance: 7,480,000
Life Insurance: 5,000,000
Business Insurance: 1,220,000
Homeowners Insurance: 550,000
28. REGIONAL MONTHLY CLICKS
Illinois, Iowa, Indiana, Ohio and Wisconsin
Insurance: 57,060
Auto Insurance: 6,870
Health Insurance: 2,610
Life Insurance: 1,470
Business Insurance: 330
Homeowners Insurance: 270
29. PAID SEARCH
•Corporate sponsored paid search
•Target most competitive keywords
•Statewide coverage will fill in gaps
from agent sponsored search
•Leads directed to corporate website
and routed to appropriate agent
30. CONTENT
• 95% of the activity taking placing on the internet does not
involve search
• Hult
has identified 250 content sites with 38M unique visitors
on which to place Pekin Insurance branded advertising
33. WHY LOCAL SEARCH
• Consumers have made online search engines
their primary resource for local business
information
• 93% of online users now use the internet as an
information source when shopping locally for
products and services
34.
35.
36. LISTING MANAGEMENT
Content rich, location specific data is manually submitted
to each engine and directory
Enhanced, 100% accurate data with strong rankings on
local searches
Consumers find your business listings and visit or call their
local Pekin Insurance Agent
43. CASE STUDIES
What they did:
• Began with Google AdWords in 2006
• Began placing ads on Google’s Content Network
in 2006
• Tailored AdWords tools and features to their
advertising goals
“As a company, we have a strong What they accomplished:
pedigree in television and direct • Increased site traffic: 27% of site visitors
mail advertising, and were
particularly impressed with how came from AdWords
quickly AdWords had a positive • Drove sales: AdWords accounted for 86% of
impact on our business. It
accounted for four percent of our
Internet business growth
total business in 2006 and five • Reduced Cost: Used Placement Performance
percent in 2007.” Reports to target best-converting domain sites,
-- Michael Musselman
lowering cost-per acquisition (CPA).
44. CASE STUDIES
What they did:
• Started with Google AdWords in 2006
• Regionally targeted their campaign to New Jersey
• Focused budget on the top-performing keywords
• Implemented conversion tracking and position
preference to monitor return on investment
“AdWords is a focal point of how
we drive business to our direct-
What they accomplished:
quote website. It’s a sure thing for • Increased visibility: Increased traffic to their
us, and we’ll use it extensively in website by 60%
the future.”
-- Joe Del Sordo, Director of IT • Acquired more customers: Increased new
business by 40%
• Increased conversions: Adjusted ad text
and keywords to improve conversion rates by
50%
46. WEBSITE DESIGN AND
OPTIMIZATION
• Phase One: Site architecture overhaul to include new CMS,
transition of existing server environment, and W3C
compliance.
• Phase Two: Web policy development and communication
• Phase Three Keyword development
• Phase Four: Content Optimization
• Phase Five: Ongoing Optimization and Monthly reporting
• Total: $50,000
47. CORPORATE PAID
SEARCH & DISPLAY
• Top 15 keywords
• Geo targeted to Illinois, Indiana, Iowa, Wisconsin and Ohio
• Pay Per Click pricing... only pay for what you get
• $24,900 per month media
• Banner Ad Development $3,000
• Set up and Reporting $3,000
48. LOCAL PAID SEARCH
•57 Locations
•$280 Monthly per Location
•Total Monthly: $15,960
•6 Month Test: $95,760
•Set up Fee: $50 per location, $2,850
