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The Geary LSF Group is now able to offer our clients a comprehensive set of services all under one roof: from Strategy to Development, Media Planning to Placement, SEO to Link Building, Analytics, Local, Mobile & Social as a Digital AOR or on a Performance basis.

We are busy building our unified website, but in the meantime you can check out our existing content.

 

Client

temporary microsite specifically

We created a temporary microsite specifically for the 7-week test.

The winning creative strategy

The winning creative strategy (Creative A) delivered a CPA significantly lower then the 2 losing strategies.

The higher rate tested

The higher rate tested (Rate A) clearly outperformed the 2 lower rates.

The 2 Finance publishers

The 2 Finance publishers tested delivered an average CPA significantly lower than the 6 Non-Finance publishers.

Yahoo

Yahoo delivered a significantly lower CPA than Google.

the 7-week test

Ultimately, over the course of the 7-week test, we successfully grew online deposits to over $1.4 million, at a cost of just 14.5%.

  • Situation

    Wilmington Trust is a regional financial institution that provides customized services for high net worth individuals.

    LSF Interactive was engaged to test the feasibility of launching a national online high yield savings product.

    The stated campaign objective for the test was to generate a 5% increase in the number of savings accounts opened online.

  • Approach

    Implemented a 7-week, comprehensive test across both Media and Paid Search to determine the optimal roll-out strategy.

    Variables tested during the 7-week campaign include:

    • Media
    • 3 Banner Creative Strategies
    • 2 Landing Page Strategies
    • 3 Bank Rates
    • 8 Unique Publishers
    • Search
    • Yahoo and Google
    • Contextual vs. Sponsored
    • Placement
    • Keyword Optimization

  • Testing Methodology

    Implemented a control test for creative strategy, placement, landing page strategy, and bank rate over the 7-week campaign.

  • Microsite

    We created a temporary microsite specifically for the 7-week test.

    All creative elements were designed to compliment the parent brand with the understanding that we would create a separate brand strategy upon roll-out.

  • Campaign Results

    All key variables tested delivered clear-cut winners, enabling us to effectively optimize the roll-out campaign.

    The charts above show the cost per acquisition (CPA) performance of each of the test variables based on an index of 100.

    The winning creative strategy (Creative A) delivered a CPA significantly lower then the 2 losing strategies.

    The higher rate tested (Rate A) clearly outperformed the 2 lower rates.

    This was further supported by the results of a survey conducted, which shows that apppcants view brand as a commodity.

    Media Placements – The 2 Finance publishers tested delivered an average CPA significantly lower than the 6 Non-Finance pubpshers.

    Search Placements – Yahoo delivered a significantly lower CPA than Google.

    Yahoo Contextual Search delivered essentially the same CPA as Yahoo Sponsored Search, while driving significantly higher volume.

    Ultimately, over the course of the 7-week test, we successfully grew online deposits to over $1.4 million, at a cost of just 14.5%.

    Since then, online deposits have soared to over $3 million.