How ICICI Prulife Reduced Organic Cost Per Lead by 5x in the Retirement Category
The Client
ICICI Prudential Life Insurance has consistently been amongst the top most companies in the Indian life insurance sector for several years now.
The Objective
With the growing demand for Retirement and Annuity Plans, ICICI Prulife wanted to improve organic visibility and reduce cost per lead. With the increase in mind, Infidigit’s team of SEO experts put forward its helping hand in achieving noticeable numbers.
The Challenge
The Retirement and Annuity category pages had limited visibility in organic search due to content gaps, insufficient structured data, weak internal link architecture, and low conversion rates from existing organic traffic. The category required both a visibility strategy and a conversion strategy working in parallel.
The Solution
1. Content Gap Analysis
Content gap analysis and deployment of contextual links helped ICICI to increase the keyword rankings.
2. Landing Page Creation
The SEO campaign resulted in a rise in the rankings and increased the website visits for several keywords.
3. Optimising Existing Content
Category-specific keyword research and on-page implementation helped to improve the keyword rankings in the respective rank brackets.
4. Contextual Links
Relevant schemas were added to the pages, which helped to improve the CTR and overall visits for ICICI.
5. Structured Data Markup
With extensive technical, on-page and off-page SEO implementation on the pages, Infidigit was able to increase its organic sessions.
6. Influencer Marketing
Our strategies were complemented with strong technical implementations. This was one of the driving factors that contributed to the increase in leads.
7. Optimise the CTAs
With combined efforts from both the teams, the organic session to leads increased by 88%.
The Result
53%
Improvement in Organic Keywords
40%
Improvement in 2nd to 5th Keyword Ranking
25%
Improvement in 6th to 10th Keyword Ranking
252%
Improvement in Organic Clicks
167%
Improvement in Organic Sessions
403%
Improvement in Organic Leads
88%
Improvement in Organic Session to Lead Rate
The Impact
By addressing content gaps, technical crawlability, structured data coverage, and conversion architecture simultaneously, ICICI Prulife’s Retirement and Annuity category moved from low organic visibility to a high-performing lead generation channel. A 403% increase in organic leads and an 88% improvement in session to lead rate together delivered the 5x reduction in organic cost per lead.
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