Finance

Smarter Paths

The Client

Smarter Paths is a mortgage and refinance lead broker servicing some of the largest mortgage lenders in the nation. Smarter Paths generates live mortgage and refinance leads which are in turn sold off to the highest bidding wholesale lenders. Providing quality and high converting leads is a key factor in Smarter Paths overall success.

The Challenge

Although Smarter Paths had a great business model, some of their key areas could use improvement. First, practically ZERO traffic was organic, making site traffic very expensive for Smarter Paths. But most importantly, Smarter Paths faced challenges generating leads with their existing landing pages. With a terrifyingly low CPC (cost per conversion) ratio on their existing landing page, Smarter Paths was struggling to survive. The higher their CPC, the lower their profit margins on their converting leads. Smarter Paths seeked to optimize their conversions with the assistance of Analytix Media. In addition, their website required a face lift and a new SEO strategy that could give Smarter Paths a jump start at outranking the competition.

The Solution

Analytix Media web development team went to work to create a brand new website. New website provided an easy to user interface with direct call to actions and flow progression for new users. On page and off page SEO consisting of blogs, content pages, resources and meta tags assisted with easier crawling for search engines. Backlinks with reputable partners help establish domain authority.

To address the high cost per conversion issue, Analytix Media devised a series of landing pages to use for testing. The site was integrated with behavior analytics, specifically heat map software and general website analytics tracking software to later analyze their test ads and website user flow.