ING Direct Mortgage

Context

A client since 2002, ING Direct first asked Trafficbuyer Digital to deliver new customers at a target price point for the Orange Savings Account (OSA). As a high-interest account with no fees, no minimum balances and no service charges, the OSA aims to be a low-barrier, self directed online savings offering. Initial goals were to lower the CPA and build volume of quality customers. Soon after, ING DIRECT engaged Trafficbuyer Digital to deliver similar results for their mortgage product, the Orange Mortgage.

Solution

Given the complexity of the product, an adjustable rate mortgage, Trafficbuyer Digital built a tactical media mix that maximized the efficiency of the offer. This included search engine marketing, rate table reach, and select display placement. Within search, creative optimization leveraged each engine’s unique architecture.

Trafficbuyer Digital tested landing page creative, eventually coming up with a winning combination of consumer information and creative.

Results

Ongoing testing has surfaced a media mix and landing page that results in a cost per acquisition and volume that meets client expectations.