[ Industry case study — Landing Pages & Funnels ]
Aflac lifts consumer leads 194% with product-first landing pages
Theo rebuilt Aflac's direct response funnel around product intent, replacing brand-term campaigns with product keywords and a dedicated landing page for each insurance line. A/B tested calls to action, headlines and layouts then lifted B2C leads 194%, B2B sales 257% and eCommerce sales 31%.
Original project by Theo Agency ↗Industry reference — not a NexSum Labs engagement.
- Client
- Aflac
- Industry
- Insurance
- Services
- Funnel strategy, Dedicated landing pages, Landing page A/B testing, Product-first paid search, Remarketing
- Year
- 2025
- Timeline
- 1 Year
The client
Aflac is a Fortune 500 voluntary and supplemental insurance provider. Consumers knew the brand, but few understood the range of products it sells, and many mistook its accident insurance for auto cover. Theo was engaged to rebuild the digital direct response funnel so that product intent, rather than brand familiarity, drove acquisition.
The challenge
Aflac's TV, radio and sponsorship work had built awareness that its digital lower funnel did not convert. Paid search leaned on brand terms and mostly reached people who were already looking for Aflac, rather than people trying to solve an insurance problem. There was no dedicated page for each product line, and the funnel did not cleanly separate consumer and business audiences.
The solution
01Product-first paid search
Campaigns were rebuilt around product keywords such as dental insurance and short-term disability instead of brand terms, so Aflac met consumers at the point where they were actively trying to solve a problem.
02A landing page per product line
Theo created dedicated landing pages for each product line and launched dedicated prospecting pages optimised for conversion, replacing a single brand-led journey with a page that matched the product.
03Consumer and business self-selection
Self-selection paths were refined so that consumer and business visitors were routed to the messaging and the form intended for their segment.
04Layout and message testing
Calls to action, headlines and layouts were A/B tested to remove friction, while remarketing creative was tailored to the products a visitor had already viewed and machine learning identified higher-propensity prospects.
The results
The rebuild produced a product-first acquisition funnel that performed on its own alongside Aflac's existing brand search. Phase one drove a 194% increase in B2C leads while lowering cost per acquisition and supporting increased media budgets without a loss of lead quality. B2B sales rose 257% and eCommerce sales rose 31%, and 99% of leads converted through the correct form for their segment.
Original project by Theo Agency ↗ — published by the delivering agency, included here as an industry reference.
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