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Summit Insurance Doubles Pipeline with Hyper-Personalized Web Experiences
Keller Maloney
Unusual - Founder
May 5, 2025
Customer | Summit Insurance (summitcover.ca)
Impact (first 14 days)
Metric | Before Unusual | After Unusual | Lift |
|---|---|---|---|
Site‑wide conversion rate | 6.4 % | 14.7 % | +130 % |
Bounce rate | 52 % | 31 % | –40 % |
Qualified opportunities | baseline | 2.2× pipeline |
The Challenge
Summit writes policies for fitness trainers, tech start‑ups, snow‑plow operators, construction firms, and dozens more verticals. Generic, catch‑all copy kept the website tidy—but it also meant hard‑won ad clicks landed on pages that never mentioned the exact coverage prospects were searching for.
Research shows most visitors decide whether to stay or go in the first 10–20 seconds . Summit’s 52% bounce rate confirmed the gap: prospects weren’t sticking around long enough to find the right product page
Why Summit Chose Unusual
Zero heavy lifting. One JavaScript snippet let Unusual start reading on‑site behavior and UTM parameters immediately.
Channel‑to‑page continuity. The same specificity that made their 264 Google Ads keywords perform—“snow‑plow insurance,” “D&O liability,” “personal‑trainer coverage”—now continued on‑site instead of stopping at the click.
Always‑learning AI. Unusual’s model refines copy, CTAs, even hero images based on what each visitor has already read or clicked.
Personalization in Action
Visitor Context | First‑Page Headline Served by Unusual |
|---|---|
Clicked ad: “personal trainer insurance quote” | “Affordable Coverage for Fitness Professionals” |
Arrived from blog: Course of Construction 101 | “Comprehensive Construction Coverage—From Groundbreak to Handover” |
Browsed Agriculture page → General Liability page | “Built for Farmers: Liability Coverage You Can Trust” |
Behind the scenes, Unusual stitched together ad keywords, referring URLs, and on‑site paths to decide which story to tell next. The right policy was no longer two clicks away—it was the very first thing a prospect saw.
Results
+130 % site‑wide conversion after 14 days; the uplift has held steady for eight months and counting (via ongoing A/B test).
2.2× qualified pipeline from the same ad spend and organic traffic.
40 % drop in bounce rate, indicating prospects immediately found content relevant to their niche.
How Unusual Works
Observe. Unusual captures every click, scroll, referral source, and UTM tag.
Infer intent. Its AI clusters visitors by demonstrated interests—not just firmographics.
Rewrite on the fly. Copy, images, and CTAs swap in milliseconds, producing a “mini‑landing page” for each individual.
Expand the journey. The same intent signals power hyper‑targeted follow‑up emails and retargeting ads.
B2B companies running Unusual report an average 83 % pipeline lift —Summit beat even that benchmark.
Key Takeaways for B2B Marketers
Stop treating every click the same. Prospects judge relevance in seconds; personalized first impressions keep them on‑page.
Maximize existing traffic. Summit’s win came without increasing spend—only by matching messages to intent.
Let AI do the scaling. Manual landing‑page builds can’t keep up with hundreds of keywords; Unusual generates infinite variants automatically.
About Summit Insurance
Summit is a modern Canadian brokerage providing custom commercial, liability, tech & cyber policies for businesses of every shape and size. Their mission is to make buying insurance as seamless as running a business.
About Unusual
Unusual turns any B2B website into a one‑to‑one sales conversation, personalizing content for every visitor in real time. Marketers use Unusual to convert more of the traffic they already have—no code, no new landing pages, just results. Try it free at unusual.ai.
