Summary
How Hero FinCorp increased traffic, boosted app installations and improved conversion through SEO We helped Hero FinCorp define their audience, target users effectively and increase traffic, app installations and app conversion rate. Along with enhancing discovery and visibility for the brand, we also helped them reduce app installation cost!
Challenge
Hero FinCorp, a leading financing solutions provider, wanted to promote their new cash loan app “SimplyCash”, which enables users to instantly avail personal loans. They wanted to stand out in a crowded online space, where there are 1.4 MN monthly searches for keyword terms related to “personal loan” and “other loan options”. The opportunity was to tap audiences looking for small cash loans that could be disbursed on the same day.
Objective
The main objective was to increase organic website traffic and number of app installs for the brand to drive more loan applications using available assets. Additionally, we wanted to increase the number of loan applications made on the app and improve conversion.
Strategy
We analyzed searchers’ intent within our category and mapped these insights according to the user persona. Our research revealed that 4.6 MN searches were taking place across India for 631 related keywords However, our user personas were unable to access relevant information to make informed decisions about which product and service provider to choose within a highly cluttered marketplace. We identified the current set of audience profiles and did a deep dive into the searches taking place across different regions using best-in-class tools like Similarweb Pro, SEMrush and our proprietary Proficiency Score Card tool. To improve rankings for industry terms related to the business and to boost sales, we devised a holistic strategy: • Created 17+ new category pages • Updated these pages with fresh and unique content • Introduced a blog • Added an FAQs section • Introduced multi-lingual pages • Targeted long-form content Key Highlights: • Identified searchers’ intent and trending topics using SEMRush Topic Research. • Created content templates based on Consideration and Purchase for the top performing results on trending topics using SEMRush Writing Assistant. • Introduced blog widget/tags on category/blog pages based on dynamic search logic content within headings, titles and short snippets across all articles. • Added FAQs based on our PAA (People Also Ask) analysis of category pages and enabled schema markups in FAQs.
Data
We performed extensive keyword research analysis and refined specific keywords related to our market and the user intent within our category. We then divided our keywords into 3 areas based on the user journey: 1. Discovery: Imperative to brand discovery, choice and interaction with brands (based on 1.4 MN searches related to "personal loan"). 2. Consideration: Assessing relevant information needed to make informed decisions about what brand/merchandise customers want to buy (2.8 MN searches related to "calculator, repayment, eligibility, documents"). 3. Purchase/Conversion: Taking the final decision to apply for a loan in line with specific needs (0.29 MN searches related to "apply for a loan").
Solution
Results
Key Campaign Results: - 15390% increase in organic traffic as compared to July 2020 (272) vs Aug 2022 (42,133) - 284% increase in app installs as compared to July 2020(16,217) vs Aug 2022 (53,105) - 197 keywords started to rank on Page 1 as compared to July 2020(0) vs Aug ‘22 2021(64) - 4,78,870 search volume addressed on Page 1 as compared to July 2020(0) vs Aug ‘22 (4,78,870) - The brand’s blog started appearing under Google Discover - 58 URLs started appearing in FAQ Rich Results, driving 390K impressions - Monthly traffic increased from 200+ to 42,000+ - App installations increased from 16,000 to 53,000 - Achieved app conversion rate of 50.53% - 20% higher than industry average! - Reduced app installation cost from $0.20 to $0.06 Sources: Google Analytics Google Play Console Google Search Console Apps Flyer AHREFs Sticky Eyes
