When a change in the original concept may be your best ally
Last summer, our client Fintrade launched a new communication platform – “Ally”. The development of an entirely new landing page and the replacement of existing messages and vision with new ones led to a decline in results. Conversion rate in their main communication channels Google Search and Facebook reported a decline of over 50% in the first days of the campaign.
We needed a quick response to restore conversion rates.
Adaptation of the messages by adding USPs familiar to the audience
Change the colors in the main look closer to the previous landing page
The first results
Conversion rate in Google Search increased by 117%, and conversions – by 30%.
Conversion rate on Facebook increased by 15% and conversions – by 35%.
Over the next few months, we carefully analyzed the results and behavior of the audience of the new platform – reaction to visions and color codes, messages, actions taken and overall interaction with the site. Based on the data collected, we found that consumers who come from different sources of traffic have radically different behaviors.
To create different landing pages, adapted to the specific needs and preferences of different audiences.
Increase in conversions on Facebook by 120%, increase in conversion rate by 75%;
Increase conversions in Google by an additional 61% after the original, increase in conversion rate – by 130%.