Case · Flip Digital
Flip Digital:
from lead generation to qualification.
How we connected media, landing page and sales information to make a fintech's acquisition more efficient.
- Goal
- Lead generation
- Approach
- End-to-end performance
The context
Making credit easier also meant making a complex process simpler to understand.
Flip entered the market in 2019 with the purpose of making credit more accessible to micro, small and medium-sized businesses through receivables advances. With a fully digital operation and lower costs than big banks, the company offered a new alternative to help businesses manage their cash flow.
The challenge was taking this proposition to digital channels.
Receivables advances involve interest, customer billing, issuing payment slips and other steps that aren't always easy to explain. Before generating leads, this complexity had to become a journey people could understand and complete.
The challenge
Getting people to the page wasn't enough.
They had to become opportunities.
In August 2019, Flip and Meskla began their partnership with a shared goal: opening new lead generation channels.
- Traffic
- Conversion
- Qualification
The work began by connecting three parts that were usually analyzed separately: the campaign that generated the visit, the experience responsible for conversion and the quality of the lead after the form.
Conversion
From the ad to an experience designed to convert.
We designed, built and began optimizing a landing page fully focused on conversion, together with planning and running the Search campaigns.
At times, the landing page exceeded 19% conversion rate.
We also integrated the page with Flip's system so users didn't have to re-enter their data when continuing the process.
- Search
- Landing page
- Sign-up
- Flip system
The turning point
Generating leads was only part of the answer.
Knowing how many leads each campaign generated still didn't answer the most important question: which sources were bringing leads that really had potential to move forward?
Which campaigns were generating the best leads?
We built an automatic integration that recorded each lead's source down to the keyword level. Flip's team began reporting how these contacts qualified, connecting sales information back to acquisition.
The full flow
- Search campaign
- Landing page
- Lead
- Sales qualification
- Information flows back to media
- With each cycle, media decides with more information.
As a result, we stopped looking only at cost per lead and also started considering the quality generated by each source.
It was no longer just about generating more leads.
It was about generating better leads.
Optimization
Media started learning from what happened after the lead.
Qualification data began guiding optimization decisions for the Search campaigns. Instead of focusing the analysis only on lead cost, we could identify which sources brought better-fit contacts.
This made it possible to use the budget more intelligently and increase efficiency without relying on new investment every month.
Before
- Campaign
- Lead
- CPL
After
- Campaign
- Lead
- Qualification
- Optimization
Results
The impact on the operation.
- 6×
- growth in the active customer base in 10 monthsMeskla's work had a significant impact on this growth.
- 15%
- average conversion rate
- +255%
- improvement in lead qualification
From experience to technology
Problems like this one helped shape the solutions we use today.
The logic applied at Flip lives on in two solutions that are now part of Meskla's operation.
Landing pages designed to turn traffic into opportunities and continuously improve conversion.
Connects the lead's source to what happens after conversion, so sales information can help improve acquisition.
The people behind this partnership
A partnership built through the work.
“We have worked with Meskla for 4 years and have always had excellent service. It's an organized, dedicated and very attentive agency. We get great results with them.”
“We are very happy with Meskla's work. In a short time the agency understood our business and the metrics we care about. They respond very quickly, and every piece of feedback or request we make is handled within a few days.”
Next step
Does your acquisition also need to connect what happens before and after the lead?
Tell us what's happening in your operation. The first conversation starts by understanding the problem.
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- And if we conclude we are not the right fit for your case, we will tell you.