cashplus prepaid mastercard landing page

the brief

As the cashplus prepaid mastercard website aged it began impacting sales. I was briefed with creating a pseudo-homepage that all paid traffic would land on. The primary demand was strong account growth, with a secondary purpose of collecting learnings and successes for a future site re-build.

the work

As the first port of call for a broad and diverse target population it was imperative that I separated the traffic into segments that could be served suitable products. By working with the MI team and studying the analytics we were able to identify the customers that yielded the greatest returns.

With only one product to offer research was undertaken to understand the card uses that the identified segments could benefit from. As these segmented customers used their cards for transactions they left distinctive behavioural trails that enabled us to build strong customer profiles.

The landing page was divided into prominent sections focused on selling the core benefits to the appropriate populations. Browsers landing on the page instantly recognised the beneficial products and innovations like the introduction of choice transformed the page into a personal solution.

the results

The finished website generated an incredibly high uplift in accounts, outperforming the existing homepage in every aspect. The success was so great that all future landing pages were based upon it and the site re-build is being founded on many of the learnings taken from this page.

who are cashplus

Cashplus are Europe's leading prepaid card provider, existing in one of Europe's fastest growing financial markets. Prepaid cards are similar to credit cards, but instead of taking out credit the customer tops up it up with their own money. The cashplus card is issued by APS who issue a variety of prepaid cards into a range of markets, all of which are serviced by the same application form.