ABOUT QUICKLOANS
QuickLoans is a respected New Zealand finance company that has been providing accessible loan services to Kiwis since 2003. They specialize in personal and quick loans ranging from $1,000 to $20,000 for various needs including emergency car repairs, medical bills, moving costs, and more.
What sets QuickLoans apart is their commitment to fast, personalized service. Unlike banks, they don't rely on overseas call centers or automated systems. Each loan application is assessed by a real person in their Christchurch office, with decisions typically provided within 60 minutes during business hours. Approved funds are deposited into customers' accounts within 24 hours or often sooner, subject to the responsible lending code and affordability checks.
What We Needed to Overcome
Quickloans faced several key challenges that required a strategic marketing approach to overcome:
Lead Quality
Quickloans' primary goal was to generate leads specifically interested in personal finance solutions, rather than those looking for business loans or other financial products. This focus required a nuanced marketing approach to specifically target individuals considering personal loans and quick cash solutions.
Premium Service Focus
Quickloans aimed to cater to a market segment seeking reliable and transparent lending solutions. This necessitated a marketing strategy that not only showcased the accessibility and convenience of their loan services but also differentiated them from other lending options in the market.
Target Customer Profile
Financially, Quickloans was targeting borrowers with qualifying credit profiles, focusing on responsible lending practices. This specific customer profile meant their marketing efforts needed to appeal to financially stable individuals seeking quick access to funds for various personal needs.
Geographic Targeting
In terms of Geo, the company's focus was on the New Zealand market. This required a localized marketing strategy that resonated with New Zealand consumers' specific financial needs and preferences, ensuring Quickloans' services were both relevant and appealing in this market.
How We Approached the Challenge
BlueLight initiated a series of strategic improvements to enhance Quickloans' digital marketing and lead generation. The process began with an in-depth target audience research, focusing on New Zealand consumers seeking personal loan solutions.
Website Revamp
A key step was the complete revamp of Quickloans' website, undertaken by BlueLight. The focus was on both aesthetic appeal and conversion rate optimization, ensuring the site effectively guided visitors towards loan applications and inquiries. Every website visitor is valuable and we ensured that most visitors find what they are looking for and reach out for loan information.
Lead Tracking
We also implemented a lead tracking system for Quickloans, enabling precise monitoring of lead sources and behaviors. This system was crucial in identifying successful marketing strategies and focusing on the most effective lead channels. It also meant we had a tight feedback loop with the company owner and could understand what's working and moving the needle in terms of conversions.
Performance Insights
To provide Quickloans with real-time performance insights, we created a performance dashboard. This tool tracked key metrics like website traffic and loan application rates, helping with the decision-making process and budget distribution. This led to crucial insights, such as identifying which inquiries were of low quality and did not fit into the target customer profile.
Google Ads Campaign
We set up and managed a comprehensive Google Adwords campaign for Quickloans. This included ad creation, copywriting, targeting and ongoing optimization of our campaigns. We focused on leads and application outcomes from day one and ensured that budget was allocated towards the winning campaigns. Over the course of 18 months we scaled the campaign from $5,000/month to $18,000/month in ad spend.
SEO Strategy
While our ads were performing well, we added SEO as another major focus for acquiring loan applicants. This meant that we could diversify from our ad spend and add organic leads to the overall marketing portfolio. We created optimized landing pages strategically targeting keywords related to personal loans, quick loans, and financial services. These pages aimed to attract organic traffic from those actively searching for these services within New Zealand.
1241 leads acquired at a cost of avg. $32/lead in 12 months.
Conversion Rate Optimization
We implemented an ongoing CRO (Conversion Rate Optimization) strategy to continuously improve the performance of both the website and marketing campaigns. This involved A/B testing of landing pages, form designs, and call-to-action elements. By leveraging user behavior data and heatmaps, we identified friction points in the application process and made data-driven improvements that increased conversion rates by 37% over the campaign period.
37% improvement in lead-to-application conversion rate.
