Case Study: Genworth achieves 350% digitally-driven revenue growth and 3,000% lead volume increase with Ion Interactive

How the U.S. Life Division of Genworth Financial Increased Digitally-Driven Revenue by 350%

Genworth Financial, a Fortune 500 provider of retirement, life and long‑term care products, faced an underperforming digital lead program for long‑term care insurance. Pay‑per‑click conversions were only 0.2–0.5%, their CMS didn’t support A/B testing, and they lacked conversion‑rate‑optimization expertise and cost‑per‑lead discipline—so they needed improvements in traffic, bidding strategy and conversion optimization to scale qualified leads profitably.

Genworth engaged ion for a dedicated post‑click program—strategy, design, execution and A/B/multivariate testing across PPC, SEO and direct mail using ion’s R.E.A.D.Y. methodology and weekly reporting. Within a year paid search became scalable, and over two years Genworth saw a 3,000% increase in lead volume and a 350% increase in digitally‑driven revenue, plus improved ad positions, faster speed to market and better user experiences.

Genworth

Eric Berkman

Director of Digital Marketing