Putting Pets First with PetFirst

Blackstone increases PetFirst's online sales conversion rate by 174% and organic search leads by 47%.

Project Summary

The Challenge

As a prominent national pet insurance provider, PetFirst Pet Insurance has developed a strong reputation among both their pet-loving policyholders and the pet community alike. Although a popular and trusted provider, their digital strategy wasn’t quite accomplishing what the company hoped it would. With enhancing their overall online brand recognition top of mind, PetFirst approached Blackstone with three specific goals:

  1. 1.

    Increase online sales
  2. 2.

    Improve organic search rankings
  3. 3.

    Boost policyholder retention rates.

What We Did

  • User Experience Consulting & Design
  • Content Strategy & Creation
  • Increased social Media engagement
  • Increase in Organic Search Rank
  • Direct & Manage Effective Digital Ad Spends

Making an Immediate Impact

PetFirst’s first initiative was to remove friction points that kept pet-loving shoppers from completing the online quote process and — eventually — purchasing an insurance policy. Blackstone research uncovered many optimization opportunities within the quote funnel and on the homepage, which PetFirst was able to implement quickly. The enhancements decreased the quote funnel customer acquisition cost by more than 90%.

One Paw at a Time

To address some of the ongoing strategies needed, Blackstone’s marketing team began executing on several monthly initiatives to help move the needle for PetFirst. Since both online reputation and organic search rank were top priorities, Blackstone set its sights on social media, the PetFirst blog, understanding site traffic, Google AdWords, and retargeting advertising. Monthly meetings and reporting sessions helped keep the Blackstone and PetFirst teams aligned on movement as it related to PetFirst and several competitors.

Ongoing Marketing Initiatives

  • Advanced website visitor tracking and analysis
  • Site conversion tracking & optimization
  • Organic search optimization
  • Targeted landing pages and premium content offers
  • Social media content calendar
  • Social media advertising
  • Retargeting advertising management
  • Blog content and managed Wordpress hosting
  • Link building
  • Policyholder text-blasts

Policyholder Research Project

After partnering with Blackstone’s marketing team for nearly a year, PetFirst came to the table with a unique research project. They wanted to learn more about their target audience’s user habits and expectations related to digital tools and online capabilities in the industry.

Blackstone’s team brainstormed with PetFirst leadership to formulate a research plan that included testing usability of PetFirst and competitor websites, A/B split tests of website visitors, interviews and focus group sessions with key stakeholders, surveying current and past policyholders, and surveying general pet owners who match the target demographic. No dog was left un-walked in an effort to better understand user wants, needs, and expectations.

Following Through on Research

  1. 1.

    Onboarding email drip campaign strategy
  2. 2.

    SMS campaigns targeting recently lapsed policyholders
  3. 3.

    Redesigned and optimized the UX on the policyholder portal

1043 surveys


15 interviews

The Results

sale conversion rate incease 174 percent

Sale Conversion Rate

leads via organic search 47 percent

Leads via Organic Search

customer acquisition cost decreased by 90 percent

Customer Acquisition Costs

How We Wowed

The Blackstone team is constantly working to generate content and fresh designs for a more engaging online experience — including click-worthy ads, blog posts, new and updated website pages, and brand new customer-facing digital tools. These efforts are helping to establish PetFirst as a prominent industry leader and have led to a 70% increase in sales due to organic search, a 45% increase in lead conversions, and future plans that will continue to poise them as a digital leader.

Doggone Purrfect Partners

Working with Blackstone has been such a positive experience for PetFirst. Their talented team always acts as an extension of our own team, and they are an asset through every stage of a project from strategy to execution. Their solutions are creative, scalable and always cost-effective. Blackstone is not just a vendor to PetFirst; they are a partner in every sense.”

Katie Blakeley


PetFirst Pet Insurance

Measuring Success

Puppy Photos Viewed

124 Puppy Photos Viewed

You can never view too many puppy photos

Soup and Sammies Consumed

40 Soup & Sammies

They have our orders ready all day, every day

Playlists Created

9 Playlists Created

We can successfully karaoke any song

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