The finance industry is extremely competitive, especially for small start up companies, such as Bizcap - Australia’s most open minded lender.
There are many companies competing against each other and offering different types of business loans. Bizcap has made it their goal to improve their digital presence in order to stand out against their competitors. Here at TRIBALISM, we have worked with Bizcap on SEO optimization as well as, keyword research, web development, social media campaign management and much more. Throughout the rest of this case study we will explain our processes and what the outcomes have been.
Here at TRIBALISM we have many different approaches for improving our clients digital presence, especially web design and development. We have multiple processes and techniques for optimizing SEO including competitor analysis, keyword research, UX, page load speed and what we believe is most important - imagery/design.
Our dedicated team researched and documented the top ranking keywords for particular terms in the finance industry through the use of Google Ads Keyword Planner, Google Trends and many other useful tools such as ahrefs.
Based on this knowledge we then managed to create multiple landing pages, as well as competitor's pages which improved Bizcap’s Google Ads quality scores.
The bottom left image is what the Bizcap homepage used to look like, and the image to the right is what it looks like currently - after adapting to the trends and research our team discovered .
You can see a big improvement here through in the layout/design, fonts and social proof.
The use of badges and trust pilot for social proof, the image of a young female business owner to portray social equality, and the easier to read and more appealing text and font size.
Most importantly the placement of the Apply Now button and application form layout which has led to more submissions.
We also created a competitor's comparison page to increase Bizcap’s quality score for competitor keywords.
It is clearly shown in the table and graph below the effect of creating new pages and repurposing current pages that we obtained a positive outcome and achieved our goals in relation to page ranking and improving Bizcap’s Google Ads Quality Score.
Below you can see we have been steadily improving average position and impressions greatly. Although we have a long way to go in a competitive field - we’re excited with the progress to date.
One key aspect of SEO is to ensure that the page loading speed is good. Upon investigation we discovered, the First Contentful Paint time required a lot of optimization. We conducted the following optimizations to improve the load speed.
The First Contentful Paint time reduced by 50%
Bizcap wanted us to investigate which source successful loan applications came from. However, it is not straightforward to connect a successful loan application to its source. Although loan application details and the approval status are recorded in Salesforce, the information about the source of a lead is recorded in Google Analytics.
To get things linked up properly, we built on-page scripts to create unique identiers for users, send them to GA via GTM, and simultaneously send them to Salesforce.
We then built automated reports in Google Sheets which you can see above.
It took some time but with our experienced team as well as tools and programs, we managed to find a solution .
Firstly we used a script to generate a random unique ID for every loan application form submitted. We then attach this ID to the form as they are submitted and recorded in Salesforce. Through the use of Google Tag Manager and its Data Layer we managed to transfer this unique ID into Google Analytics. We then extracted this unique ID, the source/medium and the keyword of the corresponding paid keyword of all records from Google Analytics and exported it to a Google Sheet. We then extracted the loan application record from Salesforce with the unique ID and exported that to Google Sheet and then joined the two tables together.
We now have a full list of records of successful loan applications along with their source/medium and the corresponding keyword - which allows for attributing these successful loan applications back to the Paid Keywords in Google (Last touch attribution), which was used to optimize marketing spending.
“Tribalism has been nothing but a pleasure to work with accross two seperate companies. The Tribalism team have thorough technical knowledge and know how to communicate it to those with less technical know-how. Highly reccomend them!”Rebecca Del Rio, Head of Marketing & Development / Bizcap