Total marketing impressions served from $200K spend
Web site and landing page visits
Loan or account application sessions started
Click through to website
Application process started
Application sessions completed
New borrowers and account holders
# of people
Stages in the journey to account opening
Ideally these impressions come from a multi-channel campaign with multiple touchpoints.
Most people will research a financial service provider online before making a decision.
For example, 90% of loan and mortgage consumers start their journey online.
A seamless online account opening experience is a must — consumers need to be able to complete the entire process online. Some consumers will abandon their applications no matter what. Your goal should be to remove friction and make it easy for them to pick up where they left off.
Completed applications are a major milestone. Your marketing campaign should target your ideal audience, thereby reducing the number of unqualified applicants.
You won’t approve everyone who applies. This number represents the applicants who met your criteria and the sum of your efforts.