Towergate Insurance boosts mobile visits by 218% through responsive web design and enhanced campaigns

As a company covering more than 200 specialist insurance products for niche markets ranging from holiday homes to private helicopters, the array of information found on Towergate’s website is extensive. Because users need to access this content whenever and wherever suits them best, the company wanted to efficiently optimise site experience across all devices and screens. By adopting strategies to respond to the demands of a multi-screen world, Towergate boosted mobile visits by 218% and tablet visits by 236%.

Towergate’s first move was to rebuild its website using responsive web design (RWD). The result is a device-independent solution that caters for all and is well placed to embrace new smartphones, tablets and other web-enabled devices. The approach circumnavigates the need to maintain separate websites for various devices, offering a significant savings in time and resource.

In terms of digital marketing, Towergate’s goal is the same regardless of device – to drive a high volume of quality leads to the site, who in turn will to either buy online or make contact with a skilled advisor. Not long after the completion of Towergate Insurance’s new RWD site, the company upgraded all of its AdWords marketing to enhanced campaigns in the span of a single afternoon – in total around 150 campaigns across 15 different accounts – and can now make bid adjustments in the AdWords interface for mobile so that the appropriate Towergate ad is automatically served to the right user.

Thanks to the advanced reporting features in enhanced campaigns, Towergate can refine its efforts even further. Performance metrics have consequently made great strides forward. “The new site has given us more confidence to increase bids across all devices, which has led to improvements. Conversion rates tend to fluctuate seasonally, but in general visit to lead rates across the board are on the rise,” reveals Towergate’s PPC Manager, Keith Mowbray.

Read more about the multi-screen success of Towergate Insurance in the full case story here.

Article by Matt Brocklehurst, Product Marketing Manager, Google

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