The Challenge

• Brand launch in a market saturated with credit options
• Landing page without conversion optimization
• No attribution or event tracking system
• Need to cost-effectively scale acquisition

Landing Page Redesign (CRO)

• Information architecture focused on reducing friction in the application process
• Implementing an interactive loan calculator as a hero element
• Multi-step form design for improved completion rate
• Load speed optimization (4.2s to 1.8s)
• Integration of testimonials and security badges to build trust
• Mobile-first version with sticky CTAs

Implementing Ad Tracker and Attribution

• Configuring GA4 with custom events for each step of the funnel
• META and TikTok pixel implementation with conversion API
• Google Tag Manager Setup with Structured DataLayer
• Multi-touch attribution dashboard for budget optimization
• Integration with CRM for lead quality tracking until disbursement

Multichannel PPC Strategy

• Google Ads: Search campaigns with high-intention keywords (quick loans, immediate credit), Performance Max campaigns segmented by financial market audiences
• META Ads: Campaign structure with testimonial UGC creative tests, segmentation by financial behavior and entrepreneurial interests
• TikTok Ads: Native content with creators explaining the application process, spark ads with organic content from satisfied customers

Continuous Optimization

• Weekly A/B testing on landing pages (headlines, CTAs, forms)
• Analysis of heatmaps and session recordings with Hotjar
• Optimizing customer-based lookalike audiences with disbursed loans
• Adjusting bids by time of day and device based on conversion data

Creatives

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Website

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• ✓ Landing page conversion rate improved 4.8x (from 1.1% to 5.3%)
• ✓ 48% reduction in cost per completed request
• ✓ Bounce rate reduced from 72% to 38%
• ✓ Page time increased from 45 seconds to 2.8 minutes
• ✓ Successful implementation of tracking with 98% attribution accuracy

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