Marketing for Online Money Transfer Service
Curfex, an international remittance company based in Hong Kong and Singapore, provides quick and secure online money transfer services to both Japanese citizens and foreign residents in Japan. As they geared up for a major launch in the Japanese market, their objective was to create an enticing local online presence and an efficient website operation system that could yield tangible business outcomes.
### Challenges & Background
Curfex encountered several key challenges, including:
- Minimal brand visibility in the Japanese market
- A website design and information architecture that did not align with local user preferences
- Ineffective marketing campaigns characterized by a low conversion rate (CVR) and high cost per acquisition (CPA)
Initially, the team abroad oversaw the website's production and maintenance, but the Japanese-language pages were merely direct translations, failing to meet local users' design and flow expectations. Consequently, web inquiries and service usage did not increase.
### IGNITE’s Approach
1. **Landing Page Redesign**
We transformed the standard layout into a design and structure specifically for Japanese users, incorporating testimonials, a comprehensive FAQ section, and step-by-step guides to foster trust and enhance the user experience.
2. **Copywriting & Localization**
All messaging and calls to action (CTAs) were rewritten from the ground up, utilizing native copywriters to ensure the content was clear, reassuring, and pertinent to local user needs.
3. **A/B Testing & PDCA**
Post-launch, we conducted ongoing A/B testing and data-driven updates, refining buttons, forms, and mobile usability to increase conversions.
4. **User Dashboard UI/UX Optimization**
We redesigned the dashboard to provide a more seamless and intuitive experience from registration to money transfer, leading to increased repeat usage.
### Results
- Conversion rate (CVR) improved from 1.7% to 5.6%
- Ad spending efficiency rose by about 45%
- User repeat rate increased from 32% to 53%
- There was a notable rise in new customer acquisition through the website.