Confused.com aligned brand and performance marketing to increase traffic, conversion and profit.
Price comparison website Confused.com had lost share in a growing market and had become reliant on using expensive paid search to drive sales. This case lays out evidence that growth returned by improving the brand’s systems for converting demand into increased customers and profit.
A creative platform, ‘Just Used Confused’, was developed to portray the relief of completing insurance chores, and this messaging appeared in multiple channels to prompt customers to approach Confused.com with more intent to buy. The brand’s use of performance channels was also overhauled to align with this approach.
As evidence the strategy worked, this case presents data that direct traffic increased, conversion improved, and profit rose.