How a thoughtful website design led to increased customer registrations.
Menu
How a thoughtful website design led to increased customer registrations.
NTUC has always been popular among Singaporeans. But getting customer registrations had become a challenge. Against an average of 200 registrations a month, NTUC was receiving 120 – a shortfall of 80. The task was to develop a marketing campaign to be run over a five-month period that would raise registrations and address the shortfall.
There were several reasons for the shortfall, the chief among them being that the online form was merely the printed form made available on the digital medium. The online form was not specifically developed for the digital medium and so did not offer a lot of the features consumers expected – e.g. intermediary save.
The solution was introduced in two phases. First, the registration process on the site was redesigned and developed for the digital medium. Second, a digital marketing campaign launched the revised form.
The campaign plan was focused on media specifically selected for the task – Google, Facebook and LinkedIn – and was expected to deliver the expected results over the campaign term.
Their changes resulted in a 6x increase in leads and a 42x increase in CTR over eight weeks, stabilising at 10x increase in leads and 4x increase in CTR over twenty-five weeks.
