NASB knew they needed to update their website in order to significantly expand their customer base and fulfill their strong growth objectives. They knew that digital was the way to do this, however their outdated website was not going to get them there. They needed a CMS that enabled them to have flexibility with the site, lead generation funnels, campaign tracking and integrations to multiple 3rd party systems.
We started by working with the NASB team to create multiple, specific pathways for lead generation and conversion. The site was built from a mobile and SEO first approach to maximize opportunities for the site to rank and turn traffic into customers. We focused on creating a site that could be a powerful marketing tool from the day it launched while giving them the ability to implement a robust marketing and content calendar.
The bulk of this project involved building the site in Umbraco, ensuring that campaign tracking was comprehensive and carried all the way through to the lead management system. Additional time was spent adding capabilities and integrations to third party systems including the LMS, a full-form application tool, online account opening, chat and more.
This has become the blueprint for project success. With search strategy baked in from the very beginning, results and ROI can be achieved in a very timely fashion. For NASB.com, organic site traffic was up 22.7% over-all six months after the new site launched. That included key conversion page traffic being nearly 400% (373% for mortgage, 379% deposit services. Page views were up 211% (to 2.3m), pages-per-visit were up 154% and bounce rate was down 97%.
Before Umbraco - NASB organic leads were less than 100 per month with less than 8 closed loans. After Umbraco, it generates more than 50 closed loans each month and is still growing. With an average profit per close, conservatively at $6,500, these ROI calculations do themselves.
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