eSignal is a leading stock and currency trading platform that provides real-time global market data and analytics, offering professional traders highly customizable charting and comprehensive historical data to make smarter investment decisions. In the last five years, the number of direct and indirect competitors have increased with the proliferated frequency of entry-level trading platforms with significant on and offline marketing budgets. The increase in competitors in the stock trading space negatively influenced eSignal’s ability to drive revenue, maintain efficiency and economically acquire new customers.
In order to combat industry competition, eSignal needed to implement a fresh marketing approach that equated to stronger audience segmentation, more refined data models for media targeting and optimization, and an overarching KPI/tiered optimization strategy.
The campaign’s objective sought to minimize year over year (YoY) and quarter over quarter (QoQ) revenue drops from online marketing efforts by maintaining or increasing revenue generation for eSignal products by the end of 2015.
Katana implemented a two-step approach to redefine eSignal’s digital marketing campaign. The preliminary stages of the marketing campaign addressed audience data modeling, while the second stage of the campaign sought to improve audience prospecting paths to influence revenue generation.
Katana increased audience targeting efficiency and effectiveness by analyzing historical performance data, implementing a more robust data capturing methodology to integrate into media efforts. We integrated media and website analytics with the profiles of both revenue-driving and non-revenue driving customers to curate unique audience profiles.
Once audience profile research was conducted, Katana found three primary key differences in audiences and then associated media targeting attributes of website visitors that were not previously being accounted for in eSignal’s current marketing strategy.
The primary differences in audiences are as follows:
- Professional stock trader versus novice stock trader [Katana sought to refine product solutions to guide users to a specific product]
- Potential customer looking for a free trial (lead) versus a serious buyer (revenue driving)
- Current customer with potential for being upsold additional products versus current customer shopping around for another trading solution (retention and upsell)
eSignal’s current user experience lacked functionality and connectedness, and Katana recognized how valuable each touchpoint is in converting a lead to revenue. The second approach to our strategy developed a more effective path-to-conversion environment that optimized initial audience touch points and subsequently improved messaging and engagement. The improved UX funnel captured prospective audiences across eSignal’s website, landing pages and sign up process.
Katana improved eSignal’s UX in the following ways:
- In order to ensure all product offering pages were relevant to the searcher, Katana mapped media targeting, such as keyword selection, ad messaging and audience buying through demand-side platforms (DSPs).
- Additionally, Katana redeveloped landing pages and applicable website pages to ensure that primary messaging was straightforward enough to effortlessly guide audiences to the right eSignal product. Katana considered eSignal’s website analytics and historical media data to develop a more effective UX flow for potential customers.
- Katana redefined micro conversion events, analyzed different KPIs that served as better indicators to the propensity of purchase, and reverse engineered media targeting (audiences and keywords) due to the longer latency in initial touchpoint to revenue generation.
- Lastly, the enhanced UX uncovered multi-touch attribution models that better evaluated true prospecting value that drives downstream revenue for eSignal.
In response to the increased competition from other stock trading platforms and a feeble market, Katana’s campaign objective for eSignal was to increase efficiency with their paid search and display campaigns while optimizing lead volume. In order to achieve their goal, they had to granularly target a valued audience that would eventually convert to a sale. Expanding the reach and attention of promising leads, Katana was able to decrease unqualified leads while attracting the right customers to ultimately drive eSignal’s sales.
OVERALL Q3 to Q4 2014 to 2015 Percent of Change
-10.7% Cost Per Acquisition
In summary, Katana’s connection plan addressed improving audience prospects, the optimization of qualified leads, and the identification of revenue generation.