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Optimising HTML to improve mobile data capture results

Objective: To increase the database of insurance and mortgage customers by optimizing the sign-up process for different devices.

Brand: Principality is proud to be the most recommended building society on the Welsh high street, and with over £6 billion in assets they’re the UK’s 7th largest. By honoring their promises to stakeholders, they strive to deliver excellent customer service.

Quick Wins

Principality Building Society realized they were losing potential leads by limiting the opportunity to register interest in news about travel insurance to their branches. They approached Adestra with the goal of increasing their database via a simple online data capture form. To maximize conversions across all devices, the form needed to be responsive too.

The Challenge

Principality Building Society knew that potential customers interact with their brand mainly via print or email marketing. They wanted both channels to lead them to register interest in travel through a newly-created form. In order to maximize the submission rate of the form, this needed to be:

  • simple to access
  • simple to fill in
  • responsive to the device it’s accessed from

The Solution

After Adestra’s Creative Services team worked with Principality to create the form, potential customers were incentivized to fill it in by connecting the form to a competition. The prize was £5000 ($7800) worth of holiday vouchers, relating it to their travel insurance product.

The marketing campaign behind it was set up in two parts. For the print channel, all materials had a QR code. Potential customers scanned it with their phones and were led to the responsive data capture form.

The second part of the project included an email campaign, in the style of a postcard, which led recipients to the same form. As the form was simple and responsive, it attracted a 25% submission rate., compared to an average 11% across all industries.

The Results

The campaign attracted the interest of potential travel insurance customers who wouldn’t have otherwise visited a branch to sign up. By promoting the form together with the competition, Principality acquired an impressive 2,500 new leads interested in travel from a single campaign.

2,500 new leads

50% CTOR

25% submission rate

Illustration of Principality Campaign Process

We were really pleased with the results – we got around 2,500 customers who submitted our form. Over 50% of the customers who opened the email went through to open the form and a further 25% of them went on to submit the form. The Adestra team were really helpful in creating the form for us and making amends and all in all we were really happy with the way the campaign went. Anne Harding, Marketing Co-ordinator

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