New Creative Leads to 78% Conversion Improvement for Leading Home Warranty Company

Overview

American Home Shield, a ServiceMaster brand, is the founding and leading Home Warranty Company with over 35 years of experience caring for customers nationwide. Home warranties are a service contract that covers the repair or replacement of many of the most frequently occurring breakdowns of home system components and appliances. Looking to increase conversions and expand and grow their customer base, American Home Shield turned to Direct Agents to help them optimize their landing pages as part of an overall campaign strategy.

Approach

After reviewing American Home Shield’s initial creative, Direct Agents developed a dedicated microsite branded HomeWarranty101. The page was launched to be a new source for leads and was designed to maximize the campaign’s conversion rate. The new page included a strong call to action, personalized imagery, an instant incentive to fill out the form, and an easy to follow “coverage checklist” so potential customers understood what a home warranty covered.

Through conversion funnel analysis and A/B testing , it became apparent that the newly designed page was a clear winner as it delivered a 15.35% click to conversion rate, which was a 37% improvement over the initial American Home Shield creative.

In order to make ongoing improvements to American Home Shield’s campaign, Direct Agents developed a multivariate testing plan that would allow multiple combinations of page elements to be tested simultaneously to help continue to increase conversion rates. For the multivariate testing, Direct Agents identified the most critical areas of the landing page to test including the headline, sub headline and graphics combinations. In total, 21 different combinations were created in order to find the best performing combination.

Results

As a result of the testing, several combinations were found that had high conversion rates. The ‘winning’ combination test page had a 19.65% conversion rate. This represented a 42% improvement from the initial HomeWarranty101 creative. Overall the new creative has led to a 78% conversion improvement for American Home Shield since they first began testing their creative. Conversion optimization is now an ongoing part of American Home Shield’s online strategy and additional testing is being planned against the winning combination test page.