The race to acquire new customers is as expensive as it is competitive for brokers and financial services companies. To grow their customer base, brands pour a significant portion of their marketing budgets into various user acquisition strategies to attract and convert traffic to leads. That traffic that comes to the landing pages and/or website, whether paid or organic, is anonymous, which makes it difficult for marketers to understand who they are, what interests them, and how they interact with the site's content. Essentially, if the lead doesn’t register, it’s lost as there is no way to interact with it, other than doing some retargeting.
This is the pre-registration problem marketing managers know all too well. Without capturing and leveraging the right information or understanding how visitors interact with your content on the website or app and being able to respond personally, it’s difficult to assess their financial needs, trading preferences, or risk appetite. Brands are squandering engagement, conversions, and the opportunity to win users’ loyalty in the long term.
In such a highly competitive market such as trading, the damage is three-fold for brokers and FinTechs:
- Missed conversions, potentially lost to competing brands
- Higher Customer Acquisition Costs (CAC)
- Lost revenue and traders’ lifetime value (LTV)
That’s why illuminating the blind spot of anonymous visitors and seizing the opportunity to convert them and earn their loyalty is critical for financial brands to grow and succeed.
Harnessing the anonymous visitor potential
To address the anonymous visitor issue, companies are turning to advanced website tracking and conversion solutions. But just as with post-conversion engagement, the effectiveness and speed with which marketers can access and use those insights is key.
One unique Customer Engagement Platform that has been pioneering data management for financial companies is Solitics, whose Visitor Activation Module tackles the challenge of converting anonymous visitors head-on, enabling companies to personalise a user’s journey pre-registration.
The platform uses unique identifiers to capture anything an anonymous visitor does – or doesn’t do – on the website or mobile app and enables brands to respond live to this timely and critical data. At the pre-registration stage, an anonymous visitor can be engaged with pop-ups, push notifications, or even a gamified widget.
For example, take a user that has started but delays completing the registration form, or decides to turn attention elsewhere on the website or app. The broker can then interact with the visitor by raising a pop-up with the top-performing assets (i.e. potential ‘revenue alert’), or introduce the latest analytics based on a real-time market event (i.e. AMZN just released quarterly reports - analysts' recommendation: BUY). Such an approach will create FOMO, or alternatively promote a sense of trust with the brand, and therefore guide them toward registration and conversion.
Marketers who use Solitics are able to create contextualised acquisition journeys based on raw user actions within fractions of a second, continue to personalise their engagement post-conversion, and measure their effectiveness, through new registrations, new deposits and revenue.
Personalising the journey for every visitor
Brokers and banks are using the Visitor Activation Module’s data-driven personalisation to create tailored experiences based on their actions, even before they register – helping to target and engage them most effectively.
For example, if a non-registered visitor shows interest in a particular asset, such as a stock, the broker can instantly trigger a pop-up based on this action offering exclusive value-added content such as the latest activity report on that stock, or an incentive to register for an upcoming trading webinar. For prospective traders, this not only increases their knowledge and confidence but also kickstarts a positive relationship with the broker and encourages them to register.
Personalised engagement doesn’t just end at registration. Once a visitor becomes a registered user, Solitics' self-learning platform continuously gathers and applies data to ensure that each promotion or offer stays relevant and timely – enhancing their experience and boosting engagement throughout the customer lifecycle.
Turning meticulous attribution into smart marketing decisions
Key to making the most of data insights is the ability to easily access them and precisely attribute user activity so that the performance of customer journeys can be accurately measured. Solitics’ Visitor Activation Module includes an advanced analytics dashboard that provides detailed insights into user behaviour, campaign effectiveness, and conversion rates.
The dashboard allows marketers to track the performance of their campaigns in real time, making it easier to identify gaps fast and which KPIs they affect. These granular insights empower marketers to fine-tune user journeys all along the way and maximise the impact of each interaction.
By being able to act Live on relevant anonymous user behaviour data, companies can:
- Increase conversion and registration rates
- Increase overall return on ad spend (ROAS)
- Reduce their Customer Acquisition Costs
- Improve ROI from their marketing automation investments
- Set the stage for optimal engagement post-conversion and improve Lifetime Value
Continuously redefining how brands can manage data to enhance customer engagement
While many solutions in the market focus primarily on post-registration engagement, Solitics takes customer engagement a step further by empowering brands with the ability to intelligently target visitors from the moment they first engage with their website or app.
Their Visitor Activation Module allows businesses to expand data-driven and personalised journeys beyond registered users, converting anonymous visitors into valuable customers.
About Solitics
Solitics is the world-leading Customer Engagement Platform that enables brokers to automate real-time hyper-personalized journeys across their traders’ lifecycle—from conversion to reactivation. Solitics’ unmatched AI data aggregation and processing technology empowers brokers to respond Live to all traders’ portfolio performance and contextually leverage Market events in 1.8 seconds or less, enabling true holistic and multichannel Visitor Activation, Retention and Gamification. With the fastest contractual time to value in the market, Solitics completes the integration in 45 days, enabling partners and clients to see outstanding results across their conversion, retention, and LTV.
To find out more about how Solitics can turn website visits into conversions via its Visitor Activation Module, visit this link.