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Client Results.


Return is... helping to bridge a gap in trust to increase site traffic and revenue

The Client

ALA is a specialist automotive insurance provider and the UK's longest established and most respected GAP insurance broker.

Not come across GAP insurance before? Well it does what is says on the tin. It bridges the gap between the amount you pay for a car and the amount your insurer will pay out based on that car's current value. GAP offers genuine peace of mind, especially for buyers of new cars whose vehicles start depreciating the moment they're wheeled out of the showroom, going on to lose as much as 50% of their value in the first 3 years.

The Challenge

The average car-buying consumer was pretty much in the dark about GAP insurance. Led to believe that GAP was not only compulsory but pricey. And that there was no alternative to the higher priced GAP insurance they were being driven to buy at garages and dealerships. Unaware that they were free to shop around and find more suitable and better value cover from expert providers like ALA.

To achieve better results for the brand, Return on Digital needed to overcome negative perceptions in this climate of mistrust.

The Strategy

Our Organic Search team started to establish trust from the outset with a robust content marketing campaign, acquiring strong relationships with such authoritative sites as Auto Trader and Exchange & Mart.

To increase conversion on the ALA website, our Paid Search team launched a campaign based on activity from Return on Digital's specialists in Conversion Rate Optimisation. Amendments to the landing page saw conversion rates improve with immediate effect.

To further promote trust levels, our experienced technical team implemented the hReview markup which saw star ratings appear in the search results, using customer feedback that ALA was receiving but not yet utilising. This saw an increase in clickthroughs as well as higher revenue conversions.

Our campaign also motored ALA to the top of search engine rankings for a number of key terms, including the most sought-after term of all, that of "GAP insurance".

The Return

642% return on investment

3.25% increase in conversion rate from 4% to 7.25%

300% increase in website traffic

Increased traffic and conversion across both organic and paid search results

The Client's own words...

"Return on Digital have produced outstanding results and pushed the boundaries to keep producing incredible results for the business. We have actually had our best year ever this year after 21 years which was turned over from what our worst years the previous year. In large part that has got to do with the fact that our site is working much harder."

Simon England,
Managing Director,

To find out how we can help improve your return on digital call 0845 485 7126

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