CRO breakdown of My Insurance Finder's insurance lead gen page. Expert analysis of multi-step form strategy, trust hierarchy, and insurance-specific CRO by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Insurance lead generation is one of the highest-friction categories in digital marketing. Visitors arrive sceptical. They’ve been through confusing plan comparisons, aggressive carrier sales teams, and bait-and-switch pricing. My Insurance Finder’s value proposition is being the independent guide who helps them make sense of all that complexity.
The page had to communicate that independence and expertise immediately, while dialling down the anxiety that typically prevents insurance leads from converting.
The bright yellow CTA palette creates immediate visual hierarchy against the white page. Yellow reads as approachable and optimistic, the opposite of the grey institutional aesthetic most insurance companies use. That choice signals consumer-first positioning at a glance.
The “Why Choose My Insurance Finders” section uses three columns: We Do The Heavy Lifting, Simple and Personalised, and Licensed Experts. Each column directly addresses one of the three fears insurance shoppers walk in with: that the process will be complex (we do the work), that the result will be generic (it’s personalised), and that whoever advises them will be unqualified (they’re licensed). Each column heading resolves an anxiety.
The “How It Works” process section (Step 1: Call, Step 2: Connect with Advisor, Step 3: Apply Directly) makes the process transparent before the visitor commits to anything. For insurance, where most consumers fear being trapped in an endless sales funnel, showing the exit at step 3 (“apply directly”) removes the “will I be pestered forever?” objection.
The coverage chart showing “Insurance Plans for Everyone” with visual tiers is a sophisticated trust element. It signals the service covers a range of needs and budgets, not just premium options. Consumers who suspect they might not qualify for decent coverage see that the service was designed with them in mind.
The FAQ section with accordion panels tackles the Healthcare Marketplace queries likely to be search terms: “What is the Healthcare Marketplace?”, “What is the Insurance Exchange?”. That SEO-aligned structure helps the page rank for the informational queries that typically precede the transactional one.
The most effective insurance landing pages don't sell insurance. They sell the advisor relationship. When the page's core promise is "we'll help you make sense of this confusing market," the visitor feels represented, not sold to. That shift in perceived relationship is the conversion difference between a frustrated abandon and a confident form submission.
Insurance trust is built in layers. Regulatory credibility (“Licensed Experts”) shows advisors are qualified and compliant. Process transparency (the three-step section) shows visitors exactly what will happen. Coverage data (the plan comparison chart) shows real coverage options. The Healthcare Marketplace FAQ section addresses the specific terminology that confuses consumers and causes them to leave.
"In insurance, trust isn't built by claiming 'we're trustworthy.' It's built by showing you understand the visitor's confusion and have a plan to resolve it. The three-step process section, the licensed experts badge, and the FAQ section aren't decorative. Each one is answering a specific anxiety that causes insurance leads to abandon the page."
Read more about how we approach trust signals in our guide to Landing Page Form Design Best Practices.
The Aetna Financial and Bright Health partner logos in the footer are quiet trust signals. Insurance consumers may not know My Insurance Finder, but they know those carrier names. Seeing recognisable insurance brands in the partner row implies the service operates within a regulated, legitimate ecosystem rather than a data-harvesting operation.
The page has two conversion mechanisms running in parallel: a phone number for high-intent visitors who want to talk now, and a lead form for research-phase visitors who want to go at their own pace. That dual-path approach captures both segments instead of forcing all traffic through a single bottleneck. The sticky header keeps the phone number visible at every scroll depth.
"Dual-path conversion is particularly valuable in insurance because the population of visitors includes both decision-ready callers and research-phase browsers. A page with only a form loses the callers; a page with only a phone number loses the browsers. Offering both paths and letting the visitor self-select their readiness is the highest-yield strategy."
Unbounce was chosen for its flexibility with multi-path conversion flows. The sticky header, phone number placement, and form positioning were all configured without developer involvement, which let the team iterate on conversion rate quickly.
Insurance searches are mobile-heavy and often triggered by a life event: a new job, a family change, an approaching open enrollment deadline. The phone number CTA becomes a tap-to-call on mobile, which is the fastest conversion path available. We made sure the form fields were large enough for easy thumb entry.
Insurance pages attract expensive cost-per-click traffic. Every second of load time that bounces a visitor is real budget burned. We kept the page clean and image-light, using CSS-styled UI elements instead of image-based graphics wherever possible to hold the load under 2 seconds.
Three changes would improve this page’s performance.
Insurance is regulated at the state level and plans vary dramatically by location. A version of the page that shows state-specific plan options (using Unbounce’s active text) would sharply improve relevance for PPC traffic.
A live availability indicator (“Advisors available now, average wait 2 minutes”) near the phone CTA creates urgency and reduces the uncertainty about whether calling will produce immediate help.
A 90-second video at the top showing how the service actually works (real advisor, real consumer, real plan comparison) would resolve more objections faster than the current text-based process section.
The dual-path conversion strategy and the transparent process section are excellent for this category. The coverage chart and FAQ section show genuine attention to the specific anxieties insurance buyers carry. The score shows the opportunity for state-level personalisation and real-time availability signals that would convert the high-intent caller segment more effectively.
Browse our full collection of landing page examples to see how we apply these principles across industries. Need an insurance or financial services landing page? Talk to our team.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Eye-tracking shows people scan pages in an F-shape. Placing key content along this path increases engagement.
My Insurance Finder is an insurance comparison and advisory service that connects consumers with licensed advisors across healthcare, life, home, and auto insurance categories. The service is designed for people who find the insurance marketplace confusing and want expert guidance without the pressure of dealing directly with a single carrier's sales team.
Insurance decisions benefit from human conversation, plans have complexity that's hard to resolve in a form. The primary 'Call' CTA captures high-intent visitors immediately while the form captures those who prefer to research at their own pace. For an advisory service, a phone call is both the fastest path to conversion and the highest-quality lead type, since it bypasses the follow-up delay of form submission.
Insurance is a category where consumers feel confused and potentially exploited. The three-step process section, Call, Connect with Advisor, Apply Directly, makes the service model transparent before asking for any commitment. When visitors understand how the process works, they're more willing to start it. Opacity breeds hesitation; clarity enables action.
Insurance is a data-driven purchase. Consumers want to see numbers: coverage amounts, premium ranges, plan comparisons. The bar chart showing 'Insurance Plans for Everyone' with coverage tiers communicates scope and accessibility in a format the target audience already understands. Data visualisations signal analytical competence and reduce the perception that the service is just a sales funnel.
Other CRO breakdowns from our lookbook
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Insurance landing pages fail when they look like the carrier's website, because that's exactly what the visitor is trying to avoid. My Insurance Finder's page had to look and feel different: independent, advisory, on the consumer's side. That meant warm colours, plain-language copy, and a process section that explained how the service works without making the visitor feel like they were being funnelled."