Loans 2 Go

Loans 2 Go are providers of personal loans, as well as the market leader in the provision of logbook loans throughout England, Wales and Scotland

Overview

Loans 2 Go are one of the top 10 financial services company in the UK. With over 60 stores around the UK, they offer unsecured consumer finance, short term loans and logbook loans, and also operate two subsidiary companies, Simple Fast Loans and Logbook Loans.

Our goal was to enable Loans 2 Go move their business online, reduce their dependency on lead brokers, and provide stronger revenue streams that were controlled and managed internally. After mining through and analysing core customer data we knew that by maintaining and growing the market share Loans 2 Go hold in the Personal loans market significant additional sales could be generated through SEO, PPC and Social Ads campaigns.

We have worked with Xcite now for a couple of years who have become a strategic partner to our business. They have built a level of trust & commitment no other partner has managed to achieve. Xcite are integral to our success as a business.

Martin Rix, Operations Director

Kick off included a complete audit of each channel Loans 2 Go were using online, and then those they wern’t. After reviewing the success across different channels such as Paid Search, Organic SEO, Content, social and Email, we used this intelligence to develop an ambitious multi channel strategy.

This is supported by deep linking SEO activity and Paid Search and Social Ad campaigns, so when we tied everything together we were able to define exactly what customers wanted to see on each channel in-order to convert, makimg the campaign improve consistently across each channel.

After the initial increase in lead flow our attention focused on improving weak touch points that were identified through cross device tracking, these were areas suich as page layouts, contact forms, or key landing pages which were improved itteratively through mutli-varient testing.

As part of this we conducted a multi channel audit of Loans 2 Go, reviewing the success across different channels such as Paid Search, Organic SEO, Content, social and Email. From this intelligence we helped Loans 2 Go develop an ambitious multi channel marketing strategy that defined exactly what they want from each channel, who they want to target, how to personalise the message and what success will look like.

Campaign activity

PPC.

Applying historical data insight to refine keyword targeting, we ran Ad creative and Ad copy unit tests, then made sure adverts appeared with the most compelling messages at the right time and date.

SEO

A strategy was created for both websites so that they would appear in search results when their target audiences searches for services related to what they do. To create the strategy we produced a range of audits on different aspects of their businesses, including websites, competitors and the market in general. From this we determined the best information to use when marketing the websites.

Local-focused content was created by our in-house content writers and used on the website, but also utilised on location-based directories and services such as Yelp and online Yellow Pages to improve Link building and exposure.

Onsite SEO
  • Keywords / Pages
  • On-page optimisation
  • UX
  • Internal linking strategy
Offsite SEO
  • External Link-building
  • Social
  • Content
  • Location SEO
  • Mobile SEO

Social Ads.

A campaign of social advertising and retargeting was launched to reiterate different messages at different stages of the user journey.

Content marketing.

We began regularly posting relevant content on their websites to attract attention, engage the reader, and link to related products.

Email

New email templates were designed and built into the email delivery platform.

Analytics.

A range of analytical tools pull in relevant data on each channel which is used to run multi-variant testing on weak touch points to improve conversion.

Mobile.

Focusing on mobile first, we restructured the site so that it delivers more key information above the fold and lead users down the page. Then we improved speed, as mobile device CPUs are less powerful than desktop CPUs we applied technical updates to reduce CPU consumption (for instance JavaScript Parse time).

As the campaign runs we pick up more and more insight allowing us to evolve the campaign, from learning what messaging drives conversion, to finding out which UX layout, or content leads users to stay on the page longer.

Creative

When trying to develop a user centric digital model, every touch point has to be aligned with the consumer and this starts with good creative, layout and UX.

This can be simplifying the number of options, focusing users attention on the key features. By breaking down the different audience types, researchers, first time applicants, repeat buyers, looking for a studio etc we can then make these incredibly simple to use. By tracking specific points around the site, we can see the user flow around these areas to see which is working well, and where improvements can be made.

By watching these figures daily we build up a good model of how people are using the website, and through constant minimal improvements along the user journey we create significant improvements at the end of the sales funnel.

Results

From kick we completed as audit of each channel Loans 2 Go were using online and then those they wern’t

After reviewing the success across different channels such as Paid Search, Organic SEO, Content, social and Email, we used this intelligence to develop a multi channel strategy.

We were then able to define exactly what customers wanted to see on each channel in-order to convert, makimg the campaign improve consistently across each channel.


Conclusion

Using deep Learning and applied multichannel ingight we successfully ran SEO and PPC campaigns with budget spend of up to £100,000 pm, leading to a 67% increase in lead volume, and enabling Loans 2 Go to remove their dependency on lead brokers and become market leaders in their sector.