A top-tier Canadian bank that offers a market-leading reverse mortgage product to homeowners aged 55 and above. Reverse mortgage business comprises of advisor and consumer businesses. Our client uses digital/ web assets as well as ‘Web to phone’ to reach potential customers.
The Challenge: Suboptimal Engagement And Conversion Rates On The Bank’s Homepage
The bank relied on its website for lead generation. But data analysis showed that while form submissions for an offer of free quotes was ~7.5% on the website overall, it was just ~5% on the homepage, which was its highest traffic page. The bank’s marketing team realized it needed to:
The Solution: A Structured Approach To Delivering Relevant, Engaging Content
The bank got in touch with iQuanti to boost its homepage’s performance. Together we determined that due to the niche nature of the product, the homepage needed to engage the target audience with relevant content and clear value propositions. To drive this goal, we focused on:
increase in form completions