Our target audience was financial professionals interested in financial analysis tools. These range from a wide range of sectors: corporate treasury, hedge funds, investment banking, investment management, private equity, research, and wealth management.
Additionally, we targeted professionals interested in the following asset classes: commodities, agriculture, energy, metals, equities, fixed income, FX. Acquisition budgets were 7+ figures (USD).
The objective was transforming a lead to a loyal customer, focusing on the below steps of the user journey.
- Awareness – Interaction and awareness with online social content.
- Lead Gen – Acquiring the customer through organic search.
- Sale – Turning the lead into a customer: Welcome Stream.
- On-boarding & Retention – Digital user experience team – offering ongoing training & support to all new users.
- Support & renewal – Customer benefits from automated, personalized suggestions based on the user’s profile and site usage.
We set out to create user experiences that are tailored to the behaviours and interests of a customer as they progress through the sales cycle. Each time the user status changes, a new experience is implemented:
- 6% YoY increase in site visitors
- 9% YoY increase in natural search leads.
- 39% YoY increase in Paid Search leads
- 11% YoY increase in site conversion rate (lead to sale)
- 19% YoY increase in overall leads