In a market as emotionally sensitive and competitive as final expense insurance marketing, assumptions can be costly. A/B testing or split testing for insurance campaigns, empowers insurance agents and marketers to make data-driven decisions that directly impact conversion rates and ROI. When selling to seniors aged 50–85, even small adjustments in your messaging, layout, or call-to-action can drastically optimize insurance ad performance.
This guide offers a step-by-step approach to conduct A/B testing for final expense lead campaigns.
Key Takeaways:
- A/B testing reveals what copy, visuals, or CTAs work best for senior audiences.
- Proper test structure increases conversion rate optimization for insurance.
- Tools like Google Optimize and Facebook Ads Manager ensure statistical accuracy.
- Testing helps reduce cost per lead for final expense insurance campaigns.
- Optimization is a continuous process, iterating based on real-time data.
Table of Contents
What is Final Expense Insurance?
Final expense insurance, also called burial insurance, is a small whole life policy covering funeral costs, debts, and medical bills. It’s popular among older adults seeking to reduce the financial burden on their families.
Effective marketing in this space requires emotional triggers in insurance marketing, clarity, and ethical positioning.
Why Must You A/B Test In Final Expense Campaigns?
Running campaigns without testing leads to inefficiencies. With A/B testing, you can:
- Improve insurance landing page testing outcomes.
- Test the best CTA for final expense leads.
- Identify winning ad creatives and formats.
- Lower cost per acquisition by focusing on high-performing variations.
Step-by-Step: How To Conduct A/B Testing For Final Expense Lead Campaigns
1. Define a Clear Goal:
Your test should target a measurable objective, such as:
- Increase CTR on your landing page
- Boost form submissions by 15%
- Reduce bounce rate on mobile.
2. Test One Variable at a Time:
To isolate results, modify only one element:
- Headlines: “Affordable Final Expense Plans” vs. “Protect Your Family’s Future”
- CTAs: “Get a Free Quote” vs. “Start Your Coverage”
- Images: Smiling senior couple vs. family at a memorial
- Forms: Multi-step vs. single-page formats.
3. Segment Your Audience Equally:
Use ad platforms and tools that ensure even distribution:
- Facebook Ads A/B Testing
- Google Ads Experiments
- VWO or Google Optimize.
Audience split is critical for unbiased results.
4. Create Two Distinct Variations:
Label them as:
- Version A (Control): your existing ad or landing page
- Version B (Variant): identical, except for the variable being tested
Maintain consistency in layout, colors, and tone.
5. Let the Test Run Long Enough:
Don’t stop too early. Use tools like:
- Google Optimize
- HubSpot
- Optimizely
Aim for a 95% confidence level before finalizing a winner.
6. Analyze Metrics That Matter:
Focus on:
- Conversion rate
- CTR (Click-Through Rate)
- Bounce rate
- Time on page
- Cost per lead
Avoid vanity metrics. Choose KPIs aligned with your goal.
7. Implement The Winning Variation:
Once statistical significance is reached:
- Roll out the winner across all channels.
- Log the outcome.
- Plan your next variable test.
Best Practices For A/B Testing Final Expense Campaigns:
- Test mobile responsiveness: many seniors use mobile devices.
- Always use a hypothesis, not guesswork.
- Maintain ethical clarity in messaging — no misleading copy.
- Test emotional vs. rational triggers to identify what resonates.
- Iterate continuously — don’t stop after one success.
Recommended Tools For A/B Testing Insurance Ads:
| Tool | Use Case |
| Google Optimize | Landing page variations, behavioral analysis |
| Facebook Ads Manager | Split testing headlines, images, and targeting |
| Unbounce / Leadpages | Custom landing pages with built-in A/B functionality |
| Mailchimp | Email subject line and layout testing for insurance outreach |
| HubSpot | End-to-end CRM, lead testing, and campaign analysis |
Real-World Example:
A regional agency tested two landing pages for burial insurance leads. One featured “Get Your Free Quote,” and the other “Start Your Coverage Today.” The latter resulted in:
- 18% increase in conversion rate
- 12% decrease in CPL
- Better engagement among mobile users aged 60–75
This highlights how testing even a single phrase can boost campaign efficiency.
Conclusion – How To Conduct A/B Testing For Final Expense Lead Campaigns:
If you want to optimize insurance ad performance and reduce cost per lead, A/B testing is non-negotiable. By testing methodically, one variable at a time, you improve results without increasing budget.
Whether it’s copy, images, or layout, remember: the difference between a good campaign and a great one is often just one test away.
FAQs:
How long should I run an A/B test?
Run it until statistical significance is reached typically 1–2 weeks.
Can I test multiple variables at once?
No. Use one variable per A/B test. For multiple changes, use multivariate testing.
What’s the best CTA for final expense insurance?
“Get a Free Quote,” “Start Your Coverage Today,” or “See Your Personalized Plan” often perform well.
How do I know if my A/B test is successful?
It shows a statistically significant improvement in key metrics like conversion rate.