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Case Study

Conversion Tracking for LV=

Implementing a range of conversion tracking and tagging systems across Liverpool Victoria's insurance application forms

The Brief

Liverpool Victoria process thousands of applications for insurance from people across the UK every day, across their life, home, car and business insurance products. Conversion tracking for visitors arriving at the site, through the application process, is a key function of LV’s Marketing Team.

Project Kickoff: Q3 2015
Project Length: Ongoing
CRO Agency - Conversion Rate Optimisation

The Process

British proposed a new solution for implementing analytics, conversion and tracking tags across all LV quote and buy forms. By switching to Google Tag Manager, LV was able to assign control of tagging over to their marketing team, allowing them to near-instantly publish new tags, and driving down time to start tracking new applications.

LV Logo
LV Insurance Application Form Conversion Tracking

The Results

Working with their marketing team, British set about developing and testing a full set of conversion tracking tags, allowing visibility on where customers were getting stuck within the application, and providing detailed demographics of their users. Using a range of Google provided tags, along with a suite of bespoke code, British ensured that LV were able to gather and analyse all required data points.

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