A recent Rocket Fuel study showed that the following triggers helped to increase conversions.

Don't mention pricing. Insurance ads that don't mention price have slightly higher conversion rates (10% higher) than those that do.
Add a face to the ad. This could be yourself or a stock photo. When used in the right way, a human face made conversions rise by 200%.
Choose images that show the desired results. In our own tests, we found that the highest conversion rates came from showing what our product or service could help the customer achieve. So, if you're targeting investment and retirement products, you might want to show a couple in their late 50s or 60s embracing and smiling. This will tend to convert more than, say, a shot of an older couple poring over documents or looking at a laptop.
Test Red vs. Blue. That same Rocket Fuel study showed that ads with red or blue backgrounds had a 20% higher conversion rate than those using any other color. They also had higher click-through rates.
Use a "call to action" button. Buttons that say "Apply Now" have the highest conversion rates of all.

Where should the clicks go?

When building your Facebook campaign, it's important to give special consideration to where you're going to send your traffic. This might surprise you, but the worst place you can send prospects — the place with the lowest conversion level — is the home page of your website.

Special Reports /

How to create a killer Facebook ad campaign for your insurance agency

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