Client

Choice Wealth Management is registered as a Mutual Fund Distributor with The Association of Mutual Funds in India (AMFI) and engages as a trusted financial advisor and wealth creator for its clients.

01

The Challenge

Creating a distinction in the market that had too many players seemed daunting in the start. Further, a technical website audit indicated that the AngularJS framework, which the website was built on, was affecting organic traffic due to indexing issues, as search engines are unable to read JavaScript. Lastly, there was an immediate need to create awareness about the product in an environment where the audience required to be financially educated. 

02

The Approach

The first plan of action included creating user personas to understand the target audience, followed by designing brand guidelines and building a design system based on it. Subsequently, design sprints were created, which played a major role in optimizing the UX. All the marketing efforts were aligned with their tagline ‘Joy of Earning’. A beta test was conducted to ensure better app functionality. Following the standard ASO procedure, the content and design were A/B tested and the apps ranking on Play Store and App Store was achieved as per the goals. With regard to the website traffic, after a few sessions of brainstorming, a solution was approached upon that rectified the indexing issue, following which search engine crawlers could easily read the HTML content. Subsequently, the traffic flow to the website was seamlessly optimized. Soon afterwards, videos were incorporated in the Marketing Campaigns to increase awareness about Mutual Fund Investments. These were produced keeping in mind the target audience to ensure that it fulfilled the objective of engagement and successfully converted visitors into customers.

03

The Result

Acquired active users in 15 months 

Gained leads in 15 months 

Ranked Keywords in the top ten position

Attained new sign up requests in 15 months 

Received video views in 6 months

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