Solved: Lead Volume Plateauing for FinTech Lending Platform

Hi there,

Thanks for getting in touch. Happy to give you some initial thoughts and guidance based on my experience with FinTech and other B2B clients. It sounds like you're in a pretty common situation – traffic's good, but lead volume isn't growing. This is a problem I've seen time and time again, and there are usually a few things you can do about it.

We'll need to look at your landing pages...

First things first, I'd say you'll want to take a good hard look at your landing pages. If your traffic's decent but leads have plateaued, then its likely the landing pages are the main issue. Are they actually converting the traffic you're sending them? It's all well and good getting loads of clicks, but if people aren't filling out the form, then what's the point?

I'd recommend running some heatmaps to see where people are dropping off. Are they scrolling down the page? Are they clicking on the call-to-action button? Are they getting distracted by something else on the page? Once you know where people are dropping off, you can start to optimise the page to improve conversion rates.

Also, what kind of offers are you making on your landing pages? Are you just asking people to fill out a form? Or are you offering them something of value in return? People are busy, so you need to give them a good reason to give you their contact information. A free ebook, a webinar, or a free consultation could be a good way to sweeten the deal.

I'd say you, check your ad copy...

Next, I'd say you'll need to check your ad copy. Is it still relevant? Is it still compelling? Are you using the right keywords? Ad copy fatigue is a very real thing, and it's something that affects even the best campaigns. I remember one software client whose ads had gone a bit stale. We rewrote them, focusing more on the benefits of the software rather than the features, and the click-through rate shot up.

I’d suggest A/B testing different ad copy variations to see what works best. Try different headlines, different descriptions, and different calls to action. Small changes can make a big difference. Make sure your ads match the landing page and that you're not sending mixed signals. I've seen loads of businesses fail to connect their ad copy with the landing page, or send different messages. This is a total waste.

You probably should expand your keyword targeting...

Have you considered expanding your keyword targeting? You may have been focusing on the same keywords for years now, but that doesn't mean they're still the best keywords to target. The search landscape is constantly changing, so you need to make sure you're staying ahead of the curve.

Do some keyword research to identify new keywords that your target audience is using. Use tools like Google Keyword Planner, SEMrush, and Ahrefs to find relevant keywords with good search volume. Also, think about long-tail keywords. These are longer, more specific keywords that can attract a more qualified audience. You could also look at competitor keywords to see what keywords your competitors are targeting. If they're seeing success with certain keywords, there's a good chance you will too.

You'll need to think about your unique selling point...

Also, think about what makes you stand out from the competition. People in FinTech are always shopping around, so think about what your unique selling point is. Do you have lower interest rates? Do you have faster approval times? Do you have a more user-friendly platform?

Whatever it is, make sure you're highlighting it in your ads and on your landing pages. And don't be afraid to be bold. People are bombarded with marketing messages all day long, so you need to do something to grab their attention. I remember working with a similar B2B software client, we generated B2B decision makers at $22 CPL on LinkedIn Ads.

Don't be afraid to try new things. The paid advertising landscape is constantly changing, so you need to be willing to experiment. If something isn't working, don't be afraid to scrap it and try something new.

You'll need to retarget your website visitors...

One other important thing, are you retargeting your website visitors? This is a really effective way to get people back to your site and convert them into leads. I mean, they've already shown an interest in your business, so why not give them another nudge?

You can use retargeting ads to show people who have visited your website ads for your products or services. Or you can use retargeting ads to offer them a special discount or promotion. There are plenty of different retargeting strategies you can use, so experiment to see what works best for you.

I've detailed my main recommendations for you below:

Ultimately, you could benefit from expert help if you need it. We've got tons of experience in the FinTech space. Optimising campaigns, landing pages, doing SEO and more. If you'd like to book in a free consultation, we can have a chat about your specific situation and goals, and map out a plan together.

Regards, Team @ Lukas Holschuh