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How a fintech company achieved a
4x increased in conversions
A global leader in financial technology had built-out a wealth of lead generation resources, from educational whitepapers through to cutting-edge thought-leadership content. But despite world-leading expertise, limited engagement with their content marketing found the organization struggling to generate a significant return on investment. Poor user experience in the resource section meant that user interaction with whitepapers, eGuides and videos were all limited; a situation complicated by the company’s ongoing migration away from an old content management system.
The Challenge: Improving Content Performance
A lack of performance insight brought its own problems to bear. Shortcomings in the existing toolstack meant that their ability to track web interactions was limited to page views and form fills. Tracking data was inconsistent, and in many cases, missing entirely – leaving black holes scattered throughout the company’s marketing attribution. These factors compounded to create a huge technical drain with every form deployment, causing shortfalls in web and MAP developer bandwidth leaving the company unable to fully realize their demand generation strategy.
The Formulayt Solution
Keen to centralise their web marketing and analytics, so Formulayt deployed and configured integrations across their entire toolstack: including Eloqua, Google Analytics, Google Tag Manager, LookbookHQ, Vidyard, On24, and their new CMS, Kentico.
6 standard form types were deployed, and a raft of conversion-focused features were implemented to improve the user experience, including:
Progressive profiling and blind form submissions
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Form pre-population from Eloqua data
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Geo-location switching to show different form fields in different countries
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9 languages for form deployment
As a result, crucial gaps in marketing attribution were closed, and much-needed process applied to the company’s demand generation efforts – with standardized form submission data from every interaction passed through Eloqua and into their CRM.
Results
Despite complex requirements, by deploying Formulayt, the organisation accelerated their time to solution by over 2 quarters with the development cost required to deploy a gated asset reduced by 80%. Gating strategy can be changed, instantly, across over 600 global assets. Each region is able to enact an independent gating strategy, tailored to the needs of their market, while content performance across the entire company can be monitored from a central dashboard. By bringing Formulayt’s powerful, conversion-focusedfunctionality to bear on their library of content assets, the organisation was able to boost the value of their content and clearly see it’s return on investment – resulting in a 700% increase in contact conversions.
How much you could improve
your web conversion by?
By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with Formulayt.