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Website and mobile app Re-brand

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CHALLENGE

  • Confusion with Alterna Savings Credit Union
  • No distinct or consistent branding and messaging 
  • Website had outdated and/or replicated content
  • Product offerings were not clear 

DELIVERABLES

  • Implemented new branding that included a new logo, colour palette, tone and voice, and re-write of product pages 
  • Streamlined the sitemap; Web sections do not go beyond 3 clicks  
  • Implemented responsive design for mobile web
  • Re-branded the Alterna Bank mobile app and launched a campaign to push for mobile app adoption

RESULTS

  • Usage of the Online Banking channel through the website increased by 199% within two quarters, compared to the same period the previous year
  • Number of new Digital Bank customers increased by 143% during a period with no advertising, compared to the same period the previous year
  • Decline in external message board and forum posts about the confusion between Alterna Savings and Alterna Bank 
  • Mobile App downloads increased by 248% compared to the previous year 

digital mortgage launch

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CHALLENGE

  • New product offer within the Homebuying space - the first end-to-end digital mortgage application in Canada
  • Little to no brand awareness or recognition
  • Mortgage and Homebuying are competitive advertising spaces

DELIVERABLES

  • Created customer profiles to target 
  • Created a Homebuying section with a focus on new mortgages 
  • Developed a new video introducing Alterna Bank for brand awareness
  • Worked with Google on creating a digital advertising strategy that focused on Search, Display, and Video
  • Developed A/B test matrix to help identify hero creative, strongest call to action, and most appealing product offer
  • Campaign testing comprised of three phases: Search Testing > Ad Testing > Optimization 

RESULTS

  • Surpassed completed application forecasts by 30% within 3 months of launch
  • Through phased campaign testing, CPC reduced by 75% 
  • 2% CTR on Display and Paid Search; Forecast was 1.2%
  • Homebuying section allocated for 38% of total traffic increase to the website within 3 months of launch