£5.9 million revenue boost for Aldermore Bank through strategic optimisation

SEO
Conversion rate optimisation

Client overview

Aldermore Group is part of FirstRand Group, the largest financial services group in Africa by market capitalisation. As a key player in the financial sector, Aldermore Bank provides finance to business owners, homeowners, and landlords while also supporting savers. Operating exclusively online, by phone, and through networks, Aldermore aims to meet the evolving needs of its customers through innovative digital solutions.

We have worked on several projects with Aldermore, utilising services such as UX design, content marketing, SEO, and Umbraco website development. This diverse range of services has enabled us to enhance Aldermore’s digital presence and drive tangible results.

The challenge

Aldermore Bank needed deeper insights into customer decision-making and behavioural drivers to improve the completion rate of their callback request forms. Despite previous changes made to the website, conversion rates remained stagnant. The digital team set an ambitious goal to increase the callback form conversion rate by 10% over a three-month period.

Additionally, Aldermore required assistance in driving traffic and leads from organic search to complement their paid advertising efforts. There was a clear need for a holistic approach to improve search visibility and boost overall performance. The urgency of these improvements was crucial for maintaining competitiveness in the financial sector.
“CTI have been instrumental in helping to optimise our conversion rates. The success of our business relies on being able to effectively convert website visitors into leads. Through user research, heuristic review and analytics and design, Worship have increased form conversions by 15%. This has had a profound impact on revenue generation and the overall user experience. They’re a fantastic partner and an agency that I’d highly recommend”
— Adam Brassington Head of Digital , Aldermore Bank

The approach

To assist Aldermore Bank in overcoming its challenges and achieving its goals, we implemented a strategic plan that integrated various elements to enhance both conversion rates and organic traffic. We positioned Aldermore to improve user engagement and attract more qualified leads, ultimately paving the way for sustained success in the competitive financial services market.

  • Research and analysis

    Developed a comprehensive programme of research to uncover customer insights critical for informing changes on the callback forms. This included using various techniques such as Google Analytics data analysis, customer interviews, surveys, heatmaps, and competitor analysis.

  • Understanding customers

    Key segments were identified, including individuals with poor credit, self-employed professionals, first-time buyers, landlords, and business owners. This segmentation ensured strategies were tailored to address each group's specific needs and concerns.

  • User-centric changes

    Based on research findings, targeted improvements were made to the callback forms, such as: Providing clear expectations for users regarding the call. Communicating the qualifications of the mortgage advisors they would speak with. Simplifying the form by reducing unnecessary fields and enhancing usability to facilitate easier completion.

  • Technical SEO audit

    Our technical SEO team conducted a detailed audit to identify optimisation opportunities. This included improving site structure, implementing best practices, and ensuring the website met the latest SEO standards to enhance search visibility.

  • Backlink analysis and content creation

    Aldermore's backlink profile was analysed, and new, targeted content was created, focusing on high-value keywords to drive organic traffic and improve overall search performance.

The results

The strategic initiatives implemented for Aldermore Bank have led to outstanding achievements that underscore the effectiveness of our approach. With these solid results, Aldermore is well-positioned for ongoing success and ready to explore new opportunities in the market.


  • Enhanced user engagement was backed by a significant uplift in the completion of callback request forms, directly impacting lead generation.
    15%
    increase in conversion rate
  • The shift towards maximising revenue per conversion has contributed to impressive financial growth, illustrating the impact of our targeted strategies.
    £5.9m
    additional revenue
  • This remarkable return on investment highlights the efficacy of our methods and the smart allocation of resources to drive success.
    £393
    returned for every £1 spent
  • The improvements in SEO performance have significantly boosted organic traffic, enhancing Aldermore's presence in search results and improving customer acquisition.
    SEO
    increased search visibility

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