Case Study:
How WebsiteBiz Helped a Financial Institution Improve Customer Acquisition and Become the #1 Consumer Credit Card Issuer

Challenge

• A leading financial institution's marketing strategy was bringing in too few new consumer credit card accounts in a very competitive market

Solution

• The company turned to WebsiteBiz to develop a strategy and launch their search marketing campaign for its credit card line of business.
• WebsiteBiz provided the capability to optimize new account acquisitions by "weighting" different types of conversions based on their value-from instant approvals to deferred applications for credit review.
• WebsiteBiz integrated Google, Yahoo! and MSN Paid Search platforms with the client's back-end application approval system.
• WebsiteBiz optimized the client's campaign to a CPA (Cost Per Account) and gross account targets across multiple brands.
• WebsiteBiz tested campaign segments, identified opportunities and inefficiencies, and adjusted the campaign to maximize performance.
• WebsiteBiz helped launch over 20 unique brands for this client including point rewards, travel rewards, and a cash back product.

Results

• The financial institution was able to forecast and hit its card acquisition goals consistently
• The financial institution exceeded its goals by over 100%
• Business intelligence from the campaign allowed them to market smarter and more effectively
• The financial institution was able to focus its resources on projecting new accounts needed to achieve their acquisition goals.
• Their rapid growth established them as the #1 consumer credit card issuer in the United States.

"WebsiteBiz helped us reach our new targeted credit card customers online and maximize return on investment...Their approach and ability to actively manage our search budget produced substantial results that outperformed other channels."
- Senior Vice President of E-Commerce, Leading Financial Institution

Contact us if you would like to learn more about our Search Marketing capabilities.