NB: Confidentiality agreements prevent us from naming this client.

Brief

"Help us reduce cost-per-lead and increase conversion from our PPC campaigns, by creating a dynamic and usable landing module"

The international wealth management division of a global banking group came to us to respond to a specific need around increasing campaign performance from 2008 by focusing on some key KPI's and targets in 2009. Their need was to drive up client acquisition, increase sales leads whilst driving down the cost of each lead and additionally to support the sales staff with improved content and landing pages, was the basis of the brief.

We were asked to create a new module that would allow cost-per-lead to be tracked, whilst enhancing the existing home pages and focusing on a more streamlined user experience.

Solution/Execution

We began by identifying the key propositions that would be required for the development of an interactive module that would draw users in and encourage them to engage with the products and services. This was aimed primarily in converting new users and clients through the site. By assessing the content, copy, trend data in search volumes and keyword effectiveness, and then defining an overall approach for the microsite, this set the parameters for the site to be designed, built and measured against for the future.

Project Goals and KPIs

Key value points against which we needed to deliver were defined in order to set the scope for a new microsite:

• Development of a strategic approach ensuring further reduction of cost per lead
• Understand PPC visitor profiles and segmentation
• Convert this understanding into creative/messaging brief
• Ensure high conversion rates via analysis-based brief to lower CPA
• Enable future measurement/benchmarking of landing page performance
• Re-usable business thinking which can be applied across multiple projects

Results

The initial targets for 2009 were as follows:

• 3,500 leads.
• 880 sales.
• £450k first year revenue.