Case Study: National Distributor of Insurance Products boosts lead generation and conversions with Olark

Using live chat to improve lead generation and increase conversions

A national distributor of insurance products faced stagnant lead generation after relying on mass email campaigns and generic opt-in forms. Jessica Potter-Adkins, the solo Director of Marketing & Communications, needed a way to engage busy insurance agents, capture contact info outside business hours, and reduce support burden while improving landing page performance.

She implemented Olark live chat to gather real-time feedback, capture chats for follow-up, and diagnose site issues. Simplifying password recovery cut tech-support chats by 10%; manual tracking and RSD follow-up produced about 40 new contracted agents (≈1 every two days), with 12% of leads coming after hours. Upgrading for analytics enabled A/B testing and a 5.3 percentage-point lift in conversions, plus faster fixes to usability problems like registration bugs.