AA Finance CRO

AA Finance

"Search Republic let us know very quickly that they weren’t happy with our website’s conversion funnel and especially our enquiry form. We worked closely with Search Republic to come up with our current application process. As soon as it went live we saw a huge 175% jump in the conversion rate and the average cost per conversion dropped 26%. This means we can now invest more in the online marketing channel as it provides a much higher ROI."

David McLister
General Manager AA Finance

The Brief The Solution Objectives and Results Client Comments

The Brief

Summary

AA Finance sells car loans and receives a significant volume of leads from online channels.  Search Republic identified issues within the sales funnel and made detailed recommendations to improve conversion rates and decrease the average cost per acquisition. One of the issues was that the form was not mobile friendly and mobile conversions rates were very low.

 

The Original Application Form

AA Finance Original Application form

 

 

The Solution

Detailed Solution

Search Republic reviewed conversion funnel data to identify points of friction that were causing prospects to abandon the funnel.

The existing application form was lengthy and contained several questions that were unnecessary from a lead generation perspective and discouraged prospects from continuing the application process.

Other fields were moved further down the form and replaced with less intrusive information fields such as name and basic contact information that prospects are comfortable submitting.
The new form design was also updated to align with the aesthetics and new branding of the main site.

This alleviated any trust issues that arose when prospects transitioned from the main site to the lead form which was hosted on a different domain. 

 

The new application form, short form 1 page, full form 2 pages – responsive design

Optimised for Mobile

AA-Finance-new-mobile-application-form

 

Objectives and Results

Objectives and Results

1) Increase the number of conversions from all traffic sources into car loan enquiries/applications.

When comparing overall conversion rates for the last full month with the old form, vs the conversion rates for the first full month with the new form, conversion rates increased 175%.

 

2) Reduce the average cost per lead

Loan application costs reduced by 25.9% after the new form was implemented, compared with same time frame with the old form.

 

3) Increase the conversion rate for mobile users

When comparing mobile conversion rates for the last full month with the old form, vs the conversion rates for the first full month with the new form, conversion rates increased 160%.

 

AA Finance Results

 

 

 

Client Comments

“Search Republic let us know very quickly that they weren’t happy with our website’s conversion funnel and especially our enquiry form. We worked closely with Search Republic to come up with our current application process. As soon as it went live we saw a huge 175% jump in the conversion rate and the average cost per conversion dropped 26%. This means we can now invest more in the online marketing channel as it provides a much higher ROI.

Search Republic are experts in conversion rate optimisation – it’s great to work with a reliable and trusted adviser who can share the learnings gained over 10 years of experience including a very dedicated focus on their own very successful (Online Republic) websites.”

 

David McLister
General Manager AA Finance

David McLister

 

 

 

Do you require our services?

More Case Studies

See all