As far as auto insurance goes, buying has only gotten easier. In fact, GEICO would say it’s so easy a caveman could do it. And while Progressive’s Flo might think differently, I decided to look and see how well these sites are performing.
Last year we took a look at some of these celebrity icons in “So This Gecko, Caveman, and a Woman named Flo Walk into a Bar: Part 1” looking at search referral data we saw that strong branding does influence conversion rates.
Looking at Unique Visits to each site on Compete.com we can see where Flo and the Caveman stand.
GEICO has more traffic to their site but is that traffic more qualified? Looking further at total search referrals to the sites we can see that GEICO and Progressive are receiving the same volume of search referrals. What’s interesting is that Progressive is paying more for their search referrals and getting the same volume of traffic.
The caveman appears to be spending less on paid search with the same volume of traffic, which is a positive story for GEICO but moving forward the real questions are:
- Does GEICO take prospects away from Progressive?
- Is paid search driving enough conversion for Progressive?
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.