How ICICI Prulife Reduced Organic Cost Per Lead by 7x in the Investment Category
The Client
As one of the leading life insurers in India, ICICI Prudential Life Insurance consistently ranks among the top firms. Their vision to establish a powerful institution that meets customers’ long-term saving needs has had a significant impact on their investors.
The Objective
ICICI Prudential Life Insurance, an established Life Insurance plan, was seeking to improve their lead generation for the Investment Category and decrease the cost per lead of their business.
The Challenge
The Investment category pages lacked the content depth, structural clarity, and conversion architecture needed to compete effectively in search. Key gaps included missing pages, content gaps, weak internal linking, low crawl accessibility, and low conversion rates despite incoming traffic.
The Solution
1. Birth of the Marketing Funnel
A full-funnel content strategy was created, mapping content to specific stages of the marketing funnel to ensure every page served a clear search intent.
2. Creation of New Pages
New pages were created to fill content gaps identified through competitor and category analysis, targeting opportunities that previously had no dedicated page.
3. Using REGEX to Find Long Tail Queries
REGEX was used to identify relevant long tail queries from Google Search Console data, which were then incorporated into the content to expand semantic relevance.
4. Consistent Content Updates
Existing pages were updated on a regular basis to maintain content freshness and relevance, supporting sustained ranking performance.
5. Making the Site Accessible to Crawlers
Internal linking and site structure were improved to make the website more accessible to crawlers, supporting better indexing and ranking.
6. Placement of CTA Buttons
CTA buttons were strategically placed across key pages to improve the conversion rate from existing organic traffic.
7. Outreach Campaign
An outreach campaign was conducted to build backlinks from relevant, authoritative sources, strengthening the site’s overall authority.
The Result
68%
Improvement in Keywords Ranking #1
133%
Improvement in Keywords Ranking #2
26%
Improvement in Keywords Ranking Between #3 to #10
2x
Improvement in Organic Sessions
2x
Improvement in Organic Users
2x
Improvement in Organic New Users
6x
Improvement in Organic Leads
129%
Improvement in Organic Session to Leads
The Impact
A 7x increase in organic leads, combined with a 3x growth in organic sessions, delivered a structural 7x reduction in cost per lead for the Investment category. The results demonstrate how a full-funnel content strategy, paired with technical accessibility and conversion-focused CTA placement, can convert organic traffic into a high-efficiency lead generation channel.
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