214% Growth in Website Traffic For RBL Bank’s Savings Accounts
214% Growth in Website Traffic For RBL Bank’s Savings Accounts
RBL Bank, a leading bank in India, aimed to secure top rankings for digital savings-related keywords while simultaneously elevating website traffic in the face of fierce competition within the BFSI industry. The primary objectives were to amplify online visibility, attract organic traffic, and improve conversion rates.
The Challenges
The finance industry’s competitiveness made it hard for the bank to rank high in search results for popular keywords. Even if some keywords were ranking, websites failed to convert visitors into customers due to poor design, lack of engaging content, and confusing user experiences.
Savings accounts, a key product for banks, lacked a good user experience on the website for customers seeking information or opening new accounts.
To overcome these challenges, a diligent focus on the user journey and the user experience was required.
This included conducting thorough keyword research, optimizing the website for a better user experience, creating persona-based and need-based content, and testing and refining websites based on user behavior.
Results
Nov’22 to Nov’23
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1. Keyword Rankings (total number of keywords)
Elevated from 37 to 90 keywords for the Top 10 positions and from 19 to 38 keywords for the Top 5 positions.
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2. Search Volume & Share of Voice (SOV)
Notably increased by 1520% in the Top 10 SOV.
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3. Website Traffic
RBL’s website experienced a substantial 214% surge from visitors.
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4. Improved Content Engagement
Elevated click-through rates by improving CTA placements and strategic content restructuring.
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Key Strategies Implemented
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1. Content Optimization
To enhance discoverability and accessibility, we restructured the website content with headings, bullet points, and an extensive FAQ section. This strategic approach ensured that the content effectively targets relevant search queries. It improved readability and provided a comprehensive source of information for users seeking answers to common banking questions.
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2. UI/UX Enhancement
Revamped the UI/UX of savings accounts and associated pages to enhance the overall user experience, making it easier for potential customers to navigate, understand, and take action. A clear and visually appealing layout, intuitive navigation, interactive content, and consistent branding contributed to a positive first impression.
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3. Strategic CTA Placements
A key strategy that worked the best for our clients was having clear and relevant CTAs for driving clicks to the website. We offered potential customers concise and persuasive content that highlighted the distinctive benefits and value proposition offered by the bank.
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4. Technical SEO Focus
Addressed and resolved rendering issues across the website to enhance user experience and seamless website performance. We proactively identified and rectified any rendering inconsistencies or errors.
We also optimized website loading speed and minimized downtime to further enhance a positive user experience!
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