The Product

itrek provides great value travel insurance for Australian travellers, adventurers and adrenaline junkies. Their long term travel insurance policy is a high-premium product specifically designed for Australian residents heading overseas on a working holiday, youth mobility or international experience (IEC) program.

The Problem

A lack of product copy on the landing page resulting in low search engine rankings and sales.

The Process

  • Desktop Research
  • Competitor Analysis
  • Analysis and Insights
  • Empathy Mapping
  • Creating a Lean Persona
  • Customer Journey Mapping
  • Copywriting and Improving On-Page SEO


Significant increase in conversion rate. Search rankings climbed from Page 5 to Page 1 of Google for all main keyword phrases. Improving this page drove a revenue increase of more than 50% year-on-year.