Performance Marketing Creative Overhaul
A complete creative overhaul that drove 17% CTR increases and thousands of additional conversions through systematic A/B testing.
Client
SpeedyCash
Categories
Context
The SpeedyCash performance marketing creative had plateaued. Ads and digital campaigns were functional but not optimized. With a portfolio of financial services brands competing for attention in a heavily regulated industry, every percentage point of conversion mattered.
The Challenge
Overhaul performance marketing creative across all channels for SpeedyCash to drive measurable improvements in engagement, click-through rates, and conversions, all while staying within strict financial services compliance requirements.
What I Did
- Led a systematic creative overhaul of all performance marketing assets across the brand portfolio.
- Implemented rigorous A/B testing methodology, testing creative variations across digital ads and landing pages.
- Set a quarterly/seasonal refresh on all performance marketing creative, including special holiday creative during high-visibility holiday times.
- Applied customer-first thinking to every creative decision, leveraging 9+ years of frontline CX experience.
- Led Contact Us self-service redesign and customer research that reshaped the online funnel.
The Results
- 17% increase in click-through rates across performance marketing creative.
- A/B testing produced up to 6% conversion lifts, translating to thousands of additional conversions.
- Improved customer experience led to shorter application times.
★ A Note In The Margin
What I'd Do Differently
I would have started this project with an even wider array of creative options, both the visuals and the copy, giving us even more input data to make decisions on. Also I would have loved to change up the creative monthly instead of quarterly, but given the lift it takes to produce the sheer volume of creative we needed for all of our partners, it was not practical.
★ What's Next