Business niche templates: loans. Landing Pages and Entry Points: What's the Difference? Bank landing page

For 2015, 66% or 23.3 million Russian Internet users aged 18 to 64, living in cities with a population of 100 thousand people, use Internet banking for individuals, their number increased by 51% in 2014, and the amount of payment orders is 1.1 trillion rubles.

We solve the problems of promoting the bank's website

Website promotion on the Internet for a financial institution solves two main tasks: selling banking products and managing the bank's reputation.

• Bank reputation management
• Attraction of deposits from individuals
• Attracting business to cash settlement services
• Mobile bank application promotion
• Sale of credit products and cards
• Attraction of clients to RBS
• Sale of bank guarantees and tender loans

The decision-making process of users when choosing a banking service provider looks like this: unconscious need - conscious need - search - comparison and evaluation - deal. An important role in this process is played by the bank's reputation - feedback from customers and employees. We take into account all the nuances of promoting banking products on the Internet, from monitoring and managing reputation to conducting large-scale contextual campaigns and search engine promotion.

Advantages of promoting a bank on the Internet

In banking, numbers mean a lot. According to a survey of clients of the largest banks, conducted by the analytical agency Markswebb Rank & Report, when asked how you learned about the bank's services, 30% of respondents answered via the Internet. More than 80% of potential consumers search the global network for information about banking products using search engines. For example, in July 2015, only in the capital region, users asked the Yandex search engine the query "bank deposits" 5200 times. The number of such search queries from the target audience in Yandex and Google is tens of thousands. Behind each search query there are potential customers who are directly interested in receiving quality services, and their number is constantly growing.

According to Markswebb Rank & Report, over 2.7 million people in Russia use Internet banks for legal entities and individual entrepreneurs. For a year, credit institutions receive payment orders from legal entities via the Internet in the amount of 284.3 trillion rubles.

The share of electronic channels in the volume of all payment orders of legal entities from 2008 to 2013 increased from 79% to 88%. The share of payment orders sent via the Internet increased over the same period from 31% to 68%. This is due to the active transition of bank customers from the old software systems "bank-client" to more modern "Internet clients".

Features of the bank website promotion:

• High level of competition for high-frequency requests;
• Services for individuals and legal entities;
• Complex financial services for the b2b sector;
• Multi-channel measurement of website conversion - requests, calls or appeals directly to the bank;

Stages of promoting banking services on the Internet

Promotion of a bank in the top 10 search engines Yandex and Google begins with setting goals and identifying tools to achieve the goal. Initially, there is a collection of the semantic core for which the audience is looking for banking services. Then semantics are distributed across the pages of the site, this work determines the pages that will be shown in response to a specific user request. The page should contain an exhaustive answer to the user's request and encourage him to take the targeted action, call or request. Landing pages are evaluated for completeness of information and simplicity of design (usability). Landing pages of competing banks, their functionality, usability and design are evaluated. The landing page must meet the criteria:

• The user immediately finds the information he is interested in, for this information on the page is structured and visually highlighted.
• The page allows you to decide on the benefits of a product, for example by comparing rates, interest rates, or the amount of interest accrued over the year.
• On any page, the user can easily find contacts and addresses of branches or ATMs, opening hours and a guide to popular bank services.
• The page clearly formulates the further targeted action of the user - it initially collects information and contacts from the user, and then stimulates them to call, apply or visit the bank.

Depending on the product and its target audience, landing promo pages are developed. Their main purpose is to convert visitors into applications. The simpler the effective action is, the lower the cost and the higher the number of applications. It is important to understand the process of selecting a service provider during the search and compare / evaluate stage, and provide all the necessary information on the page, focusing on the key benefits of the offer. Web services work well, for example, credit and mortgage calculators, calculators for assessing the profitability of deposits, etc.

Benefits work with our company

We comply with the principles of Yandex search engine optimization and recommendations for webmasters from Google

All pages and queries are generated by a relevance map. Missing pages and services are being developed. For each service, a unique product offer and related services are formulated. As a result, the site becomes a sales funnel scenario through which users go through all the stages before conversion. For each group of search queries, their own landing pages are created, if there are thousands of queries, hundreds of pages will be created. For example, bank offers for specific regions or pages for each type of service.

After carrying out preparatory work on the site, you should set up tracking of leads - requests for the site and calls. This will allow you to accurately estimate the cost of the attracted user for each channel. The ideal situation is the exchange of information about leads with the bank's CRM, this allows you to quickly evaluate and optimize contextual campaigns to the ruble, disabling ineffective queries.

Working with landing pages includes search engine optimization (SEO) of the entire site and the landing pages of the site. It includes work on adjusting the titles and texts of pages for key queries (text relevance) and bringing the technical condition of the site to the recommendations of search engines.

Next, we set up monitoring of site positions by the semantic core, track the relevance of the site pages in the search results. Then we start promoting the site materials on third-party thematic resources and carefully build up the site's link mass. For this, we use only topical donors with good attendance and trust indicators.

Promotion along a broad semantic core allows achieving good results in the promoted product line in certain regions of the bank's presence.

Search engine optimization rates

Promotion by positions became unpredictable, it became impossible to guarantee positions in search. Search results for each user may be different, depending on their behavior and location. The number of words in queries has increased thanks to search suggestions. Search engines try to guess what the user is asking about when typing a word and shows the queries that users ask most often. We have developed the most effective rates for website promotion, tailored for the purposes of various types of business.

Specialist

Features and difficulties of contextual advertising for financial institutions

Speaking at the FinPlace conference in 2016, I asked bank marketers if they run contextual advertising. Few answered in the affirmative. But at the same time, it turned out that many are actively buying traffic from the "context" from CPA networks. Affiliates are paid for a targeted action on the advertiser's website, for example, a completed application, subscribing to a newsletter, or purchasing a product. They competently set up contextual advertising and, in fact, resell this traffic (which is why this is called arbitrage).

The question arises: why do marketers of banks and other financial organizations buy up traffic instead of doing contextual advertising on their own and buying it directly from Yandex.Direct and AdWords?

So, let's try to figure out why it is often difficult for financial organizations to independently achieve high efficiency from contextual advertising.

Problem # 1: the amount of semantics

Semantics is a set of key phrases that an advertiser is targeting when promoting his products in Yandex and Google search, and negative phrases with which he excludes inappropriate search queries. Banks have a huge amount of semantics.

Not so long ago, Tinkoff Bank posted a vacancy for a context specialist. It indicated that the specialist would work with large budgets and semantics for more than 30,000 keywords. These are quite serious volumes, especially if we are not talking about an online store. In the case of online retail, these numbers are not surprising, but for another type of business, this is a very impressive figure. I suppose that this is not all the semantics, but only a part that will be offered to a specialist at the initial stage of work. And later the whole context of tinkoff.ru will be entrusted to him, and the volume will grow even more.

Only in the main areas of b2c (loans, deposits, mortgages) semantics for 400,000 key phrases and more are easily collected. It's hard to work with such a volume: select the necessary key phrases, minus (filter out) inappropriate queries, group by areas and campaigns. But for each key phrase selected in the end, you need to choose a suitable landing page and write a relevant ad.

It is interesting how bankers and representatives of advertising agencies describe the complexity of this problem.

director of the Digital Business Department of Vostochny Bank

Indeed, there are a lot of semantics, and all of it has to be selected "by hand", for this you need a command. Automation is difficult, and you need to read it all in order to catch rare negative keywords (for example, "cash loan where to complain") and find the most relevant queries. Bank Vostochny has two key products: cash loans and credit cards. People ask requests on the topic of loans in a thousand ways, making clarifications on the required amount, conditions, etc. This mass of requests needs to be analyzed and structured in order to further work with each group separately. All this is mostly manual labor.

I'll tell you how we worked. For loans, we have collected primary semantics from 18,000 queries, and about 10,000 - for credit cards. We have pre-made masks for the highest-frequency queries, which include many key phrases with refinements. Then we expanded these masks by all nested mid-frequency and low-frequency queries - we got 40,000 phrases of "dirty" semantics. Then negative keywords were manually found, which were then minus across the entire sample. Then the queries were structured into four groups:

• branded (for example, “take a loan from Vostochny Bank”);
• competitive (everything is the same, but the name of other banks appears);
• general inquiries (for example, “cash rate”: the user is interested in the product);
• transactional (requests with generated "hot" demand, for example, "take a loan in three days").

We divided the queries into these categories - taking into account the minus words, it was required to mark about 18,000 key phrases. The collected semantics was structured by geography: separate accounts are created for several dozen regions. Then, for all categories, headings, texts are prepared, ads are drawn up according to our standards (working with extensions, providing "highlighting", etc.). All of the above took a team of three people about five working days from start to launch.

Problem # 2: Composing ads for each search query

When I offhand analyzed advertising for one of the requests, I got the impression that banks present their clients as people motivated to take out a loan from their bank, who do not need to be convinced of anything, who do not need to simplify the process of converting from a visitor to a lead. ...

In search advertising, it is very important to show relevant ads and direct visitors to the most suitable landing pages that succinctly answer all the user's questions and remove doubts. In the ad and on the site, the user should see exactly what he expects: exactly the words and wording that he himself used in the search query.

How does it look in practice? Take the search query “cash loan on the day of applying for a passport without income certificates”, which is high-frequency, despite the large number of words in it. In Moscow and the Moscow region, users enter such queries more than 2600 times a month.

If you look at the real Yandex search results in Moscow, we will find that out of the three ads in the most expensive block above the organic search results (in special placement), none of the advertisers gave a specific answer to the user's query. .

In the first announcement, Credit Bank of Moscow offers a cash loan. But the fact that "only a passport is needed for registration" is reported only at the end of the announcement. For a given request, this information should be, if not in the title, then as close to it as possible.

The third announcement - from LOCKO-Bank - offers cash loans at the bank at a low rate. There is no information corresponding to the user's request: by passport, without certificates, on the day of application.

The banks' responses do not match what the user is looking for. If the bank does not issue such loans, then such requests should be eliminated. If the advertiser is ready to issue a loan on such conditions, then this should be written about in the ad itself.

Contextual advertising specialist Konstantin Dobrov conducted an interesting research: he analyzed the requests for which banks are advertised and the number of unique ad titles. On average, one unique header accounts for from 7-8 unique requests to 66-125. That is, work on creating the most relevant ads for each key phrase is not carried out .

There are several reasons for this. First, the complexity of this process. In e-commerce, the process of creating ads can be automated: a product has a brand, model, price, characteristics by which users are looking for the product. By assembling these elements, the advertiser can automatically compose key phrases and immediately relevant ad titles. Ads for banks are compiled manually, since all the semantics are obtained organically - from search engine statistics, and not generated.

Secondly, not always the most relevant headlines give a real increase in advertising efficiency, for example, lead to a decrease in the cost of attracting a loan application. Sometimes, lowering relevance by focusing more on the benefits of a particular bank will increase your ad click-through and landing page conversions. But this can only be shown by appropriate tests.

Problem # 3: Irrelevant Landing Pages

A landing page (landing page) is a site page that a user lands on after clicking on an ad. Like ads, landing pages need to be relevant, answer a user's question, and contain the information they expect to see.

Consider the bank landing pages from the example above. Follow the link from the first announcement to the website of Credit Bank of Moscow .

The user sees approximately what he expects. There is not much text on the page, it is divided into separate paragraphs and is easy to read. You can still do some usability work, such as reducing the number of fields in the application form or making it more convenient. But in general, the user gets an answer to his question.

To go to the next step, he needs to enter characters with captcha). A potential client should have a very strong motivation to take a loan from this particular bank - after all, just in order to figure out whether he can get a loan on the conditions he needs, he will have to work hard to decipher hard-to-read symbols.

In the third case, the user is taken to a huge LOCKO-Bank landing page with large full-screen illustrations.

It will be very difficult for the user to figure out whether he will be able to get the desired service. There is no application form on the landing page, and the “Fill out application” button merges with the background and does not attract attention.

I suspect that the reason for the lack of relevant landing pages is the excessive bureaucratization of the process of approving the development of new pages and their introduction on the websites of financial organizations. Colleagues who have had to work in similar subjects confirm this.

i-Media Agency Account Manager

There are problems with approvals, and it is especially difficult when they relate to graphic materials (banners, etc.). You send a banner - for several days three different people agree on it along the chain. Edits are made, then re-negotiated, and so on over and over. Therefore, graphic materials are best prepared on the client side. A trusted designer thoroughly knows the brand book, banner placement policy, rules for using characters and all the other subtleties, and both sides will save a lot of time and resources.

Common technical mistakes

So, there are several technical mistakes that are made when launching advertising for financial institutions:

1. Financial institutions do not cover the full semantics. If online stores can automate this front of work, then it is almost impossible for financial products. It is unprofitable for the agencies to which banks apply to do so much manual work, it simply will not pay off.

2. Banks are often advertised for inappropriate requests. The reason is the poor elaboration of semantics. With manual processing, the larger the semantics, the harder it is to eliminate all inappropriate search queries and the easier it is to make mistakes.

4. Lack of relevant landing pages corresponding to different search queries.

For search advertising to be effective, it is imperative to speak the client's language, use his wording from search queries. Otherwise, the user will quickly leave your landing page - after all, he has several links open at once, maybe further there will be a site on which the information will be presented more clearly and more accessible. Arbitrage specialists know about this and optimize ads and landing pages for each individual need.

Typical organizational mistakes of banks when working with agencies

When a bank orders a contextual advertising service from an agency, it wants to increase the number of approved loans. But the bank often sets other KPIs to the agency for some reason: the cost of attracting a loan application and the volume of applications. The contractor collects these applications in order to fulfill the KPI, but the bank does not approve most of them. As a result, the customer remains dissatisfied with the agency's services, demands that the situation be corrected, but does not tell which applications and for what reason were rejected. In such conditions, the agency simply does not have the ability to improve the effectiveness of advertising campaigns: it is not clear which key phrases and sites give bad applications and which ones are good.

Thus, here we have two errors at once:

1. initially incorrectly set KPIs;
2. providing the agency with incomplete information.

Directions for problem solving

What can financial organizations do to stop buying traffic, and engage in contextual advertising on their own and achieve high results?

1. Automate the creation of advertising campaigns

This will most likely require custom development. Almost every PPC automation system has a generator of advertising campaigns, but they do a good job only with simple topics (for example, household appliances and electronics). Not all advertisers have a simple product structure of product type, brand, and model (such as a Lenovo Idea Pad laptop). In the automation market, as elsewhere, the rule “demand creates supply” works. For example, for the online hypermarket Ozon.ru, our team of matlingualists and developers created an individual solution - a generator of advertising campaigns that takes into account the peculiarities of such topics as difficult to generate as baby products and clothing.

2. Get rid of bureaucracy when developing landing pages

A contextual advertising specialist should be able to independently edit the landing page, create a modified copy of it for a specific key phrase. Give him clear rules of what can and cannot be written in public space, a brand book and other recommendations. But don't force it to reconcile every page across multiple instances.

3. Determine and deliver the right KPIs

The bank's marketer should set the correct KPIs to the specialists from the agencies that reflect the company's business goals, and not intermediate metrics. For example, if you need approved loans, then you need to set an appropriate task, but in this case, you will have to disclose the data to the agency so that it can optimize advertising campaigns. The agency must understand how many approved loans it attracted, and how many did not pass the scoring and why.

4. Use all the possibilities of advertising systems

PPC advertising today is not just about search ads. Yandex.Direct and GoogleAdWords tools include bid adjustments, remarketing based on CRM data, audience targeting for accurate and wide coverage, and various ad formats. Be sure to allocate part of your budget to testing new approaches, try combining different types of advertising.

One of the trends in online advertising in 2017 is the combination of display, contextual advertising and CRM data into a single system. For example, you can embed a Yandex pixel in a display banner and increase bids in search advertising for that segment of users who have seen the display ad. The likelihood of converting those who have already seen the ad is on average higher. Or, for example, you can lower rates for those social demographic audiences that show a high percentage of rejection on scoring. Or gather an audience by geolocation in areas of new buildings and offer them a loan to carry out repairs in a new apartment. There are many options, do not ignore these additional features.

Compared to a regular website. Remember Lebedevsky LP for Tinkoff Credit Systems, landing pages of Alfa Bank and others. In short, it's time to explore the experience of shark business.

Landing page credits: where to start

Let's start by examining the offers on the market.

A variant of the compact page, there is only the most necessary: \u200b\u200ba logo, an offer, key benefits, a registration form and a button. Tinkoff Credit Systems is testing various (wads of money, stopwatch, etc.) and several options for headers. Another option from them:

See a few more options landing pages for loan processing.

And one more option to make sure of the similarity of landing pages selling banking services:

Why are all these landing pages made like a carbon copy? The answer suggests itself.

Basically, landing pages promote "fast" loans, for example, on the security of an apartment, without guarantors, quickly and easily. The decision to take this type of loan comes spontaneously, often suddenly (money is urgently needed), so the landing page appeals, first of all, to the emotions of the borrower. Short, no more than three to four words, benefit sentences are ideal for this.

Today we will consider, perhaps, one of the most relevant areas of business in a crisis - lending. In short, a credit landing page can generate a lot of income for the respective organizations. So, let's analyze two cases from Runet and the LP Store template.

Runet landing pages

Apparently this has to do with niche specifics, but most of the normal landing pages we found were very short. Which is understandable - indeed, many words are not needed here. As a rule, the audience comes to such landing pages, already being strongly motivated. People only need the minimum information they need - for example, about conditions, rates, etc.

But enough prefaces - let's take a look at the first landing page for credits.

There are only two scroll windows here. The first is a huge lead form, made in the style of a loan application. Of course, after filling out the form, a person will not receive money automatically, a manager or a loan officer will first contact him, clarify and check all the information, after which a number of formalities will follow - but the fact remains, the form is stylized as a loan application, and it looks good. Also intriguing is a nice call to action: "Get the money."

The second window is entirely devoted to justifying the value of the offer. First comes the customer reviews - the only problem is that the photos do not inspire confidence. Below, visitors see a block with another social proof - the number of approved loans. And the landing ends with a repeated CTA.

As a result: a good landing page, with a minimum of elements, which are enough. Going further - the next example is only slightly longer than the previous one, and even then only slightly.

The screenshot below shows the header of this landing page. Immediately at the top it is indicated how many approved loans were issued thanks to the services of this company. Further, the process is described step by step from filling out an application to receiving money in any convenient way. This element will come in handy for the target audience of such companies.

On the left are the points of the offer justification.

Social proof continues on the last window of the page - in this case, customer reviews and a list of partner credit institutions.

As a result, the landing page is very similar to the first example, but it has a slightly prettier design.

LP Store Templates

Consider an example from our Shop of Selling Landing Pages. The first window of the presented case immediately conveys the essence of the offer through the title, subtitle and a speaking background image.

Below the fold line is a laconic lead form with an eloquent call to action. Under the STA button there is a social proof - a counter with the number of approved loans for a given second.