Aspira Kenya, a leading FinTech company providing product financing solutions (for electronics, insurance, etc.) on credit, faced the challenge of effectively leveraging search engines and digital channels to enhance customer service and drive sales growth beyond their established partner stores.
Aspira Kenya is a financial service company that provides “buy now, pay later” (BNPL) product financing to customers in Kenya. It allows consumers to purchase electronics, furniture, and other goods from partnered retailers and pay for them in installments, often up to 12 months. It is a subsidiary of CIM Credit Kenya Ltd, which is part of the CIM Group listed on the Mauritian Stock Exchange.
The Challenge .
01
What We Did .
Madavi Agency collaborated with Aspira to bolster its online presence and optimize its existing website for performance and sales:
Comprehensive SEO Strategy: Devised an SEO plan to enhance search rankings, specifically aiming to optimize the website for direct sales originating outside of partner store traffic.
Conversion Rate Optimization (CRO): Conducted A/B testing to refine the user experience upon website landing, ensuring a smooth and effective conversion path.
CRM Integration: Integrated website offers and lead capture points directly with FreshSales to streamline the customer journey, accelerate the credit assessment process, and augment the number of purchasing customers.
02
Outcome / Results .
The collaboration yielded significant gains in lead quality, cost efficiency, and overall visibility:
| Metric | Result | Impact |
| Lead Quality & Volume | 124% improvement in quality customer lead engagements in Q2 2019. | Showcased heightened user interaction and a substantial increase in qualified prospects entering the sales funnel. |
| Acquisition Efficiency | 52% decrease in Cost Per Lead (CPL) from Q1 to Q2 2019. | Demonstrated a significant improvement in the financial efficiency of customer acquisition efforts through optimized paid and organic channels. |
| Campaign Performance | 26% increase in Click Through Rate (CTR) from display campaigns year-over-year. | Reflected enhanced campaign targeting and design, improving engagement with prospective customers. |
| Overall Visibility | Garnered 12,000 combined organic and paid traffic within 60 days. | Positioned Aspira as a leading product financing company in East Africa and significantly improved the prospective customer’s decision journey. |
03
Project Deliverables .