Transforming the brand’s approach to Paid Search
Norton Finance approached Stickyeyes looking to enhance their organic search visibility. What started as a request for search engine optimisation transformed into a task that would require us to build a brand and culture that was designed for digital success.
As a financial services provider that specialised in secured loans and debt consolidation loans for those with previous credit problems, Norton Finance was competing in an incredibly crowded keyword market.
The brand approached us for support with search optimisation but it soon became apparent that SEO was not the service that would deliver their ambitious brand goals.
What followed was a complete brand redesign, incorporating clearer customer propositions, new USPs, extensive user experience testing and a brand new site development.
In such a competitive market, it was vital that we understood where the opportunities stood that would allow us to grow the brand.
We performed an extensive analysis of the client’s core target audience and the keyword markets that were most relevant to their business.
It was evident from the outset that there was strong competition from more established brands on the key traffic driving terms, so we needed to identify a strategy that would allow the client to drive qualified traffic at a much lower cost through paid search, and would deliver stronger organic rankings in a shorter timeframe.
Driving traffic to the client’s website was one challenge, but we needed to ensure that the Norton Finance brand proposition would convert that traffic into loans.
The existing Norton Finance brand proposition was not optimised for digital marketing channels so it was essential for us to help redesign the client’s proposition, build a new brand identity, with clear USP and a website that was focused on conversion.
We held an extensive brand building workshop and immersion session with the client in order to understand what Norton Finance stood for, what made them different in the market, and what solutions they offered. The result was a complete brand transformation, built for digital success.
What we achieved
The new brand identity and website delivered immediate results, with visible uplifts in traffic and conversions coming at a significantly lower cost.
In the first month we were able to deliver a 136% increase in clicks through paid search whilst, at the same time, cutting the average cost per click by 89%. We were also able to increase conversions by 225%, cutting the average cost per acquisition by 54%.
This increase in conversions resulted in a 63% month-on-month increase in total loan amount – equivalent to £5.5m in additional loan value.
Our efforts to enhance the mobile experience paid immediate dividends, with an almost six-fold increase in mobile clicks and an 893% increase in conversions through mobile devices.
The website is also well optimised for ongoing organic search activity, scoring 100/100 user experience score from Google Page Speed Insights.
increase in conversions
reduction in CPA