The process of taking out a personal loan can last for weeks, and an average user compares from 5 to 15 different financial institutions. In this context, Cetelem made a great investment in traffic generation campaigns leading to a web simulator that makes online contracting possible. However, only 1.2% of the more than 500,000 monthly visits ended up leading to a contract, while 80% were left in the simulator, and from the 20% that started the contracting process, 14% didn’t complete the form.
The challenge was to capitalize on the strong investment the brand was making to generate awareness and consideration by exploiting the large number of visits it managed to bring each month to the website. Our objective was:
• Increase the lead conversion ratio
• Reduce acquisition costs – cost per lead and cost per financing