Blue Shield of California
Test the effectiveness of mobile search to drive qualified leads for Blue Shield of California’s Individual and Family Health Insurance Plans.
Quote requests were increasing from mobile visitors to Blue Shield’s website.
Re-allocate 2% of Blue Shield’s existing search budget to test mobile search and capitalize on a first-to-market opportunity.
Blue Shield tested a click-to-landing page search model and piloted Google’s mobile click-to-call beta functionality.
Results showed that click-to-call mobile search was 53% more effective at driving leads than traditional online search and average call duration significantly increased for mobile-driven leads.