Health
Kenko Health
Performance marketing and web for a health-plan brand.
- —Cost per memberpaid channels
- —Landing conversionvisit to sign-up
- —Members acquiredover the engagement
Results are shared with prospective clients on request, with the client’s permission.
The work
The challenge
A health-plan brand selling a product people have to understand before they buy, with paid traffic landing on pages that explained too much and asked too little.
What we did
Landing pages rebuilt around one plan and one action each, paid campaigns matched to those pages so the ad and the page say the same thing, and conversion tracked through to signed-up members rather than clicks.
What changed
Pages that match the ads, ads that match the plan, and a funnel measured on members rather than leads.
Inside the engagement
A product you have to understand before you buy
Health plans are not an impulse purchase. Kenko's paid traffic was landing on pages that explained everything — every plan, every benefit, every caveat — and converted little, because a page that asks a visitor to study is a page that loses them.
One plan, one action per page
We rebuilt the landing pages so each page sells exactly one plan and asks for exactly one action. The ad and the page say the same thing: the promise someone tapped on is the first line they read after the tap. Message match is the cheapest conversion-rate lever there is, and it is mostly a discipline, not a technology.
Members, not leads
Measurement was moved down the funnel: campaigns were judged on signed-up members, not on clicks or form-fills. A lead that never becomes a member is a cost, and the account was optimised accordingly. Funnel figures are shared on request.
Questions about this work
What is message match?
The discipline of making the landing page lead with exactly the promise the ad made. When the ad and the page say the same thing, the visitor never has to re-decide whether they are in the right place.
Why measure members instead of leads?
Because a lead that never becomes a paying member is a cost, not a result. Optimising campaigns to signed-up members points the spend at the people who actually convert.
Where are the numbers?
Funnel figures are shared with prospective clients on request, with the client's permission.
Let's make
your mark.
Tell us about your brand and where you want it to be. We will come back with a plan, not a pitch.
Start a conversation