Overview
We’ve been working with NatWest for over seven years, working alongside their UK based in-house teams.
They needed a best-in-class digital strategy, one which would improve both lead generation and cost per acquisition. Targets needed to be achieved within a tight regulatory framework, working with a complex multi-product portfolio.
Our Solution
The path from enquiry to account opening within business banking can take many routes, and across five distinct product types it became clear that understanding and improving the conversion triggers was key to improving overall performance.
A combination of keyword data analysis, landing page optimisation and strategic aggregator bid management were implemented. Budget planning was switched away from specific digital channels/time periods to a more fluid performance based allocation that behaved more in line with e-commerce phasing (no caps on demand at agreed ROI).
Campaign reach was extended via new channels as a result of close working relationships with RBS insight teams.
“We were looking for an agency to take our digital marketing to the next level – a team with proven skills and experience who understood our business objectives and were willing to put their money where their mouth is when it comes to performance-based campaigns.
Fusion Unlimited have achieved and exceeded performance targets, demonstrating a pro-active value-adding approach as well as superior client management and reporting. They’re also a fun bunch of guys to do business with.”
John Mackenzie, Digital Strategy Manager - NatWest
The Results
- 74% increase in overall leads
- 400% landing page optimisation improved CTR
- 70% reduction in organic CPL
- Secured additional products within the NatWest group-wide business portfolio
- Nominated for the DADI Best Financial Services Campaign and Northern Digital Awards Best Digital Marketing Campaign
