Quality Over Quantity: How We Shifted Focus from Volume to Value
Generating traffic is an important part of any digital strategy, but not all traffic leads to action. A travel insurance provider was seeing strong organic performance from blog content targeting generic search terms, yet the number of purchases remained relatively low.
The Challenge
Over a 6-month period, blog articles covering general travel insurance topics accounted for over 10% of the website's total traffic, bringing in hundreds of thousands of sessions. However, despite the traffic, the average purchase rate across these pages remained low. The content was successful in attracting visitors, but not in driving conversions at scale.
Our Solution
To complement the existing content, we created a new set of landing pages focused on more specific, destination-based searches – like "Travel insurance in [country]". We launched 10 such pages, each tailored to a different destination, offering clear, practical information aligned with users' immediate needs.
The Results
- 2,300% increase in purchases compared to existing blog content during the six months after launch
- Although these pages attracted significantly less traffic, they proved far more effective at turning visitors into paying customers