15 November, 2012: Ellie Edwards, MD of QUISMA, the European network for online performance marketing, has issued a call for more efficient advertising by financial service institutions, especially in the use of cleverly targeted online advertising.
Ellie’s call to action comes as the financial service industry topped the ad spend charts in this year’s Internet Advertising Bureau’s Online Ad Spend Report. Financial services institutions were the joint biggest online advertisers with over 15% of total ad spend with consumer goods brands.
Ellie Edwards, MD of QUISMA, says: “Financial service institutions need to be smarter with how they advertise online. The figures show that banks and building societies have enough traffic coming to their websites, but they need to find a way of converting that traffic. They are doing a great job in attracting people to their sites, but it seems that they lose a lot of those people once they are there because they don’t have optimised landing pages and processes.”
In a stand out piece of website optimisation, QUISMA have recently completed a project with the Bank of Scotland in Germany where they were tasked with optimising the bank’s landing pages for its ‘Instant Access Savings Account’ and ‘Fixed-Term Deposit Account’ products. QUISMA also manages the bank’s online performance advertising including search engine optimisation (SEO), search engine advertising (SEA), affiliate marketing and display advertising.
As a result of QUISMA’s work, 34% more instant access savings accounts and 71% more fixed-term deposit accounts were opened. In addition, the Bank of Scotland was able to gain valuable insight into the preferences and interests of its website visitors, which could then be taken into consideration in the bank’s marketing activity.
Since the optimisation work and the launch of the Bank of Scotland’s Internet-only bank in Germany some three or more years ago, the bank’s instant access savings account has already come out top seven times in independent comparison tests. In this relatively short period, over 500,000 customers have signed up for its instant access savings and fixed-term deposit accounts.
Mario Schmidt, Bank of Scotland E-Commerce Manager, says: “Our conversion rate had always been very good. Nevertheless, we were able to increase it appreciably within just a few weeks – and it’s continuing to go up.”
QUISMA is currently working on further optimisation to achieve this with the next stage of work concentrating on organic search traffic in order to optimally link the SEO measures with the needs of the visitors.
QUISMA’s full-service offering in relation to conversion optimisation includes all of the services required to actually increase the conversion rate. That means that in addition to consultancy, analysis, testing and reporting, the company also provides web design, including any necessary technical integration for the test versions, and hosting services with high availability. In particular, this full-service approach helps large organisations with a complex infrastructure and division of work to achieve an increase in conversion rate quickly and effectively without significant impact on internal IT resources.
Notes to editors
Headquartered in Munich the QUISMA services include Performance-based Display Advertising, Retargeting, Dynamic Creative Optimisation, Affiliate Marketing, Real Time Bidding, Customer Journey Analysis, Sales Modelling, Conversion Optimisation, Marketing Intelligence and Real Time Tracking Technology. QUISMA has been part of the GroupM network (Mindshare, Mediacom, MEC, Maxus) since 2007. The company employs more than 190 people throughout the EMEA region. As part of GroupM QUISMA can also utilise the group’s extensive planning and buying offering.
Published on: 3:21PM on 22nd November 2012