Merchant Services Leads
Payment Service Provider Marketing

103.79% Growth in New Customer Leads

Background

PaymentHub is a leading Australian direct debit processing provider, offering direct debit payments for businesses to charge their customers. With a differentiated Unique Selling Proposition (USP) based around faster payments and a better customer experience, PaymentHub had carved out a successful niche in a competitive market.

With the majority of their marketing spend online, PaymentHub were looking to dramatically increase their online leads to grow their customer base more aggressively.

Objectives

1. Increase lead volume to grow customer base.
2. Generate a consistent flow of qualified enquiries month-to-month.
3. Profitably increase website traffic.
4. Gain better data and visibility over online marketing performance.
5. Test, track and optimise for consistently higher profitability.

How the objectives were achieved

1. Accurate tracking and creation of a real-time reporting system, for full visibility over online performance.
2. Overall site “conversion review” to implement conversion best practices and improve profitability of all traffic.
3. Full review and relaunch of Google AdWords campaigns, with ongoing management and optimisation.
4. Ongoing conversion optimisation and split testing, to continually improve ROI.
5. Design and implementation of dedicated landing pages for AdWords traffic.
6. Expansion into new traffic generation methods (including Google Display Network and Facebook advertising).

Key Results

• Online lead volume more than doubled, with an increase of 103.79% across all traffic sources (with AdWords leads increasing by 2.8 times).
• AdWords cost-per-lead decreased by 49.72%, enabling PaymentHub to more cost-effectively generate new customers.
• Online conversion rate increased by 70.09%, dramatically improving return-on-investment (ROI).
• Complete management of web strategies for PaymentHub so they can get on with what they do best.

This Marketing Case Study has been approved by PaymentHub.
Account Manager: Stephanie Freeman