Lead Generation From Search To Landing PageHow we increased conversions by 438% in 4 months
About the project
We approached Ausvance (now known as Capify) flagging some critical issues in their user journey. They had ads running to help small business owners who were looking for a fast loan, yet when they clicked on the ad they were taken to a bulky website with many distractions. The value proposition wasn't clear and next steps were confusing. This presented an opportunity to create a smoother process which would improve paid advertising outcomes.
uplift in online goal conversions
Goals resulted in leads
We started by considering…
- What industries do these small business owners come from?
- What do they want?
- What are their pain points?
- Why should they be interested in what Ausvance has to offer?
- What is their next step?
And from this we developed a profile and understanding of people who were busy running their shop and had new stock coming in which they had to pay for. Or a couple running a cafe who wanted to spruce up their interior before winter struck and their al fresco diners had to come inside away from the cold.
With this understanding we were able to develop a landing page which spoke to these people. A page which would provide them with an alternative to waiting months for a bank loan when purchasing stock or renovations couldn't wait. A page which converted at 54%.
With the page in mind we built out our search strategy, our ad creative as well and implemented our goal tracking measures.
- Search and online advertising strategy
- Search and online ad management
- Landing page design and optimisation
- Consumer insights
- Transparent reporting
How we did it
Clear and meaningful landing page
Found where people are searching
Optimised for conversions
Deepened our targeting
Tracked, analysed and adapted
Tested again and again
And we just kept going...