-35% CPA: when co-registration outperforms search and affiliate marketing

A leading online insurer was looking to diversify its acquisition sources beyond search and traditional affiliate channels. Vertical Hero deployed a targeted co-registration campaign on its automotive and family sites to capture high-intent prospects in a trusted editorial environment.

Co-registration online insurance — Vertical Hero use case

The challenge

The insurer had grown too dependent on paid search and traditional affiliate marketing to feed its policy pipeline. CPA was climbing steadily as competition intensified on keywords like "car insurance" and "family health plan," while affiliate leads showed disappointing conversion rates — often from over-solicited comparison sites. The goal: find a channel capable of capturing genuinely high-intent prospects in a trusted editorial context, with a CPA at least 25% below legacy channels and a policy conversion rate above portfolio average.

The Vertical Hero approach

A co-registration mechanism deployed on the most relevant thematic sites in our network, with built-in pre-qualification and real-time lead delivery to the advertiser's CRM.

Contextual co-registration on affinity sites

Deployed on conseilsauto.fr, familleheureuse.fr, and astucesfamille.fr. During sign-up on these sites, users were offered a personalized insurance quote. The form was natively integrated into the registration flow — zero friction, zero UX disruption.

Built-in lead pre-qualification

Each prospect provided their vehicle type, family situation, and postal code directly within the co-registration form. This pre-qualification data allowed the insurer's CRM to score and prioritize leads on arrival, cutting sales processing time dramatically.

Real-time delivery via secure API

Every lead was transmitted instantly via a secure REST API (HTTPS, auth tokens, JSON Schema validation) to the advertiser's CRM. No daily batches, no delays — sales teams could contact prospects within minutes of sign-up.

Continuous monitoring and optimization

Daily tracking of volumes, qualification field completion rates, and policy conversion rates by source. Underperforming sites and placements were deactivated in real time in favor of the highest-converting sources.

60,000

High-intent prospects captured in 4 months

-35%

CPA vs. legacy channels (search/affiliate)

+22%

Conversion rate vs. portfolio average

Real time

Instant API delivery to CRM

Why Vertical Hero made the difference

Trusted editorial context

Co-registration works because the prospect is already engaged in a trusted editorial environment. A user signing up on conseilsauto.fr is actively researching automotive topics — they are naturally receptive to a car insurance offer. This editorial context generates leads of incomparably higher quality than display forms or generic comparison sites.

Native pre-qualification, not intrusive

By embedding qualification fields directly into the host site's registration flow, we collect precise data without disrupting the user experience. The prospect perceives the quote offer as a complementary service, not an ad. This native approach explains the exceptional 87% completion rate across all qualification fields.

Optimization powered by conversion data

Thanks to anonymized conversion data shared by the insurer, we identified the sources, time slots, and profiles that convert best into actual policies. This feedback loop allowed us to concentrate volume on the highest-performing combinations, mechanically driving down CPA week after week.

Looking to capture high-intent prospects at lower cost?

Co-registration, targeted email, B2C lead generation — let's discuss your acquisition goals and build the right solution for your market.

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