Case Study: iSelect achieves higher conversions and up to 65% lower CPA with Outbrain Amplify

How iSelect Drove Conversions and Lowered CPA With Outbrain

iSelect, Australia’s "life admin" comparison service, sought to drive health insurance leads by integrating discovery content into its lead-generation strategy. They used a mix of tested formats—articles, videos, listicles, tips—and continuous A/B testing of copy, images and headlines, with a persistent right-hand call-to-action on each landing page to convert readers.

Working with Outbrain Amplify, iSelect distributed localized, number-led headlines and authentic imagery across premium publishers (SMH, news.com.au, MSN, The Age) to reach ~86% of Australians and run separate intent and form-completion funnels. Over four months the campaign delivered 350.4M impressions, 362,500 engaged visitors, an average CTR of 0.1% (peak 0.21%), an average conversion rate of 10.24% (13.25% via native remarketing) and CPAs up to 65% below target.

iSelect

Krista Pech

Digital Marketing Manager