Successfully launched the new online home loans experience, increasing conversion through improved content personalization and segmentation to deliver incremental $27m revenue.

The Challenge

When Andrea joined ANZ's online sales team, the home loans section of the website was unengaging and decreasing SEO effectiveness, on an out-of-date content management system that was ready for decommissioning.


The business desire was to migrate the website to Adobe Experience Manager and deploy a personalization test/learn program, starting with this redesign. 


The goals, therefore, were to:

  • Increase relevance of the content during stages before and during the application process.
  • Build new content modules to scale content and make authoring flexible for continuous experiments. 
  • Increase organic traffic.


The Process

Andrea's process was to:

  • Form and lead a team of 25 across marketing, content strategy and copywriting, digital marketing, UX/UI, development, and product management.
  • Take a customer-first approach to deeply understand the user journey of a prospective home loan applicant.
  • Engage an SEO partner to audit and develop an SEO strategy targeting high-converting keywords and then optimizing on-page content and URL structures.


The Solution

Successfully launched the new online home loans experience, increasing conversion through improved content personalization and segmentation to deliver incremental $27m revenue.

Skills Used

Content Marketing,Copywriting,CRO,SEO

Industry

Finance

Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study

0.35

CPO

Urban Road

The challenge with this client was to scale the media spend whilst maintaining a ROAS above 12X.

Crypto Champions NFT

Promote the minting of Crypto Champions’ unique 8,888 NFT collection.

Liv HEALTH

This client didn't have any finalized branding when I joined the team. I helped them finalize their brand ID (which they have since changed) and developed email templates based off of the guide for a cohesive member experience. They also had under cared for email flows.

1

CPM

Shin-Etsu MicroSi

SEO rebuild for this website to compete with international brands. Setup email triggers for document requests. Amazon sales.

Waterloogreenway

Ready to revolutionize your marketing approach? Partner with Mayple and embark on a transformative journey toward enhanced engagement, improved metrics, and sustained growth. Contact us today to explore tailored strategies that will redefine your marketing trajectory.

Any Place

In the bustling world of remote work and corporate travel, Anyplace, a provider of flexible-term furnished apartment rentals, seeks to stand out. Their mission is clear: provide quality accommodations equipped with reliable, gigabit-speed internet for remote workers, corporate travelers, and creatives. Email marketing plays a crucial role in building trust and credibility with their audience, helping them convert subscribers into loyal customers.

Top Rank Soccer Academy

Top Rank Soccer Academy, led by the dynamic Senior Coach and Marketing Director, caters to young soccer enthusiasts aged 3-17. Offering classes, private lessons, teams, and summer camps, the academy needed to optimize its email marketing approach.

Lake Art Glass

Lake Superior Art Glass, an art gallery and teaching studio, faced challenges in managing audience segments and implementing best practices. The Marketing Coordinator sought Mayple's guidance.