Facebook traffic converting at 13.47 percent.
Spark Advisors, an insurance FMO serving Medicare agents and agencies, needed a landing page that matched its Facebook ads and let through only the leads it wanted. We built it around a multi-step form that qualifies as it goes, a tab for each persona and the social proof Spark already had. The page converted at 13.47 percent.
- Conversion13.47%conversion rate from Facebook traffic
- FormMulti-stepoption-based questions that sort the lead
- PersonasTwoMedicare agents and agencies, each on a tab
- ProofThroughoutlogo bars, a testimonial wall and a video
- The page as built, and the rate it converted at.As published January 2025.
- Client
- Spark AdvisorsTech and services for Medicare agents
- Sector
- InsuranceInsurance · B2B · B2C
- Published
- January 2025Landing page design
- Services
- Landing page designCase study · January 2025
Facebook ads that needed a page to match
Spark runs Facebook ads to Medicare agents and agencies. It wanted a page that picked up where the ad left off, spoke to each audience and let through only the right leads.
A page that picks up where the ad stops
A Facebook ad sets an expectation in a few words. The page had to align with those ads and with the personas behind them, so nobody arriving from the feed felt they had landed somewhere else.
Only the right leads, sorted before they arrive
Spark wanted only qualified leads, which meant the page had to ask enough to tell an agent from an agency, and a serious enquiry from a passing click, before the form was sent.
Strong social proof, and where to put it
Spark had abundant social proof: partner logos, testimonials and numbers. Trust was the objective, and the proof had to be distributed across the page where it would do the most work.
A high-converting landing page that aligned with the Facebook ads, spoke to the target personas, and attracted only high-quality leads while building trust through strong social proof.The objective, as the case study states it
What we built into the page, and why
A page for Facebook traffic has to do its qualifying and its convincing in one visit. Each element was chosen to cut friction or to build trust.
A multi-step form that sorts leads as it goes
The form leads with the questions that tell Spark whether a lead is relevant, and asks them one step at a time as options rather than blank fields. The first step asks the visitor's role. Each step is quick to answer, so the visitor keeps going, and by the end Spark has the essential client information and knows who it is talking to.
A tab for agencies, a tab for agents
Spark sells to two audiences, Medicare agents and Medicare agencies, and each cares about different things. Rather than a single list of benefits that half-fits both, the page uses category tabs, so each persona gets its own space and sees how Spark's services apply to it.
Social proof spread across the page, plus a video
Spark had abundant social proof, so we spread it through the page instead of parking it in one block: partner logo bars, a wall of testimonials and quantified proof, placed where it would do the most work. A short video shows the company and the range of its services for those who would rather watch than read.
Built for the phone the ad was seen on
The page was built for Facebook, which means it was built for the phone. It was designed responsive, with the tabs, the form steps and the proof all working on a small screen, rather than laid out for desktop and shrunk down afterwards.
What the page did
One number, the conversion rate from Facebook traffic, as published in the case study in January 2025.
Of the Facebook traffic that reached the page, 13.47 percent converted, with the multi-step form doing the qualifying.
The study's text gives the conversion rate and no period or lead count; the screenshot carries its own visitor and conversion figures. Lead quality is described, not measured, and the 13 percent in the old page title is the same figure rounded down.
Four people on the page
The team on this project
- Project managerSajad
- DesignerVinay
- DeveloperArif
- QABabar
A named account manager and a shared channel for the whole engagement. UK hours, which is the East Coast morning.
Three more landing pages built for paid traffic
Want a page like this?
Send us the page you have, or the campaign you are planning, and what a lead is worth to you. You get a written read of what we would build, what we would test first, and a fixed price. Two to four weeks from kickoff to launch.
UK hours, which is the East Coast morning.