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Case
Study

Fintech
​

Fintech Brand Increases Organic Traffic by Over 5,000% in 14 Months.

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Introduction

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Our fintech client developed a personal finance app that helps users consolidate and pay off credit card debt. Despite having an impressive product, they struggled to generate enough inbound site traffic and app downloads to grow their business. They approached us to help increase their online authority, capture the attention of consumers seeking debt consolidation solutions, and establish themselves as an industry expert.

Business Problem

Low Traffic in a Highly Saturated Market

The client’s blog had minimal traffic, with average monthly sessions of just 825, despite being in business for over four years. They faced challenges due to the highly saturated market, where well-established competitors dominated the search results for relevant keywords. Breaking through the first page of Google against prominent players like NerdWallet and SoFi seemed like an uphill battle.

Strategy

Growing Traffic and Leveraging the Blog as a Sales Funnel

Our team at AXE, aimed to increase the client’s site traffic, establish brand trust, and reach consumers seeking debt consolidation solutions. Our strategy involved creating a content plan targeting low-difficulty, high-volume keywords to drive relevant organic traffic and position the brand as an industry expert. As traffic grew, we shifted our content strategy to focus on a funnel approach, linking broader parent articles to conversion-focused child articles targeting lower-volume, long-tail keywords.

Implementation

  1. The Keywords: Implementing the Funnel Approach: We conducted keyword research to strike a balance between high-volume, moderate- to high-difficulty keywords related to personal finance and lower-volume, long-tail keywords with more targeted search intent. We organised the keywords into positions within the sales funnel, using top-of-funnel articles to drive traffic and build trust while targeting bottom-of-funnel articles to convert readers into customers.
  2. The Pace: Slowly Increasing Content Published: To drive traffic, we initially published eight articles per month. This resulted in a significant increase in inbound organic traffic, followed by a plateau. To break through this stalemate, we gradually increased the publishing cadence to 15, 20, 25, and finally 30 articles per month over the course of the next year.
  3. Differentiation: Breaking Out in a Saturated Market: To stand out in the saturated market, we targeted keywords with less competition, focusing on topics related to budgeting methods, retirement planning, credit card fee negotiation, building credit post-bankruptcy, and other personal finance topics. We sought out-of-the-box keyword phrases and anticipated user search queries that competitors hadn’t addressed.

Result

Blog Grows Over 5,000% in 14 Months

  1. Traffic Increase: Within three weeks of implementing our content strategy, the blog achieved an all-time high of 1,284 organic sessions. After one year, in February 2022, the blog reached an all-time high of 44,876 monthly organic sessions, marking a remarkable increase of 5,036.7% compared to December 2020. The blog consistently receives traffic in the mid 20,000-30,000+ range.
  2. User Engagement: The average time on page increased significantly, with readers spending over 8 minutes per piece compared to the initial average of 2 minutes. This indicates that readers thoroughly enjoy and learn from the content, demonstrating increased user engagement.
  3. Establishing Authority: The client successfully positioned themselves as a trusted brand in the personal finance space. Their blog now ranks #1 on Google for 251 organic keywords related to credit card payoff, overcoming the stiff competition.

Conclusion

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Through our digital marketing services, we helped our fintech client overcome low traffic and establish themselves as an industry expert. By implementing a strategic content plan and leveraging the blog as a sales funnel, we achieved remarkable results, including a 6,000% increase in organic traffic and improved user engagement. The client now enjoys higher visibility, increased monthly users, and recognition as a trusted brand in the personal finance space.