With mobile and cross-device use on the rise in Turkey, ING Bank Turkey adopted a mobile-first approach to improve its online banking experience. Using responsive web design, the brand revamped its website, making its landing pages and loan application process seamless to navigate on any device. Following the redesign, ING Bank Turkey focused on driving increased mobile performance with its AdWords campaigns. Now, 30% of all online applications come from mobile. At the same time, consumer loan sales through AdWords mobile have quadrupled while the cost per acquisition has dropped 57%.

Goals

  • Capitalize on potential of mobile web banking
  • Use mobile as sales channel to boost consumer loan applications
  • Generate leads and minimize the cost per acquisition

Approach

  • Built holistic long-term mobile strategy
  • Relaunched website using responsive web design
  • Optimized mobile landing pages and loan application process
  • Designed and optimized AdWords campaigns to drive mobile performance

Results

  • 30% of all online applications now come via mobile
  • 60% of total applications via mobile channels now come through AdWords mobile ads
  • 400% increase in consumer loan sales through AdWords mobile
  • Cost per acquisition down 57%
Published
September 2014
Topics

ING Group is a global financial services company operating in banking, insurance and asset management areas. ING Bank, which operates 350 branches in Turkey, perceived the rise in mobile and cross-device usage as a key opportunity, seeing mobile as the heart of banking in the future. "In Turkey, mobile grows with tremendous speed," explains Feyza Tamer, the company's senior vice president for Digital Marketing and Bancassurance. "According to the latest data, the number of mobile internet users tripled and mobile data consumption quadrupled in only two years."1

In the past, ING had primarily focused its digital campaigns on performance and cost per lead. To capitalize on the potential of mobile web banking, however, Google advised ING Bank that success in mobile platforms would require a long-term commitment.

The rapid shift in customer behavior has driven our digital strategy. We started designing our banking processes primarily for mobile, and adapted to desktop and other devices. Our customers can easily access our products and quickly apply them to their mobile devices.

Banking using a mobile-first approach

ING revamped its website using responsive web design and optimized both the mobile landing pages and online loan application process. "We adopted the 'mobile-first' strategy," Feyza says. "We built the whole strategy on offering a full-fledged and perfect end-to-end banking service on mobile.

After the launch of the responsive website, ING shifted focus to promoting the site to mobile audiences. The Google team helped ING to design and optimize its AdWords campaigns to drive performance on mobile. The goal was to use mobile as a new sales channel to boost consumer loan applications. Specifically, the activity aimed to generate leads and minimize the cost per acquisition.

Mobile sales are up; costs are down

Following the launch of ING's responsive website, 30% of all online applications now come from mobile. Thanks to AdWords mobile optimization strategies, ING has seen consumer loan sales through AdWords mobile grow fourfold, while the cost per acquisition has dropped by 57%. Today, 60% of total applications via mobile channels come through AdWords mobile ads. What's the secret to this success? "We started designing our banking processes primarily for mobile, and adapted to desktop and other devices," Feyza says. "Our customers can easily access our products and quickly apply them to their mobile devices. We will be continue to invest in mobile and providing need-based solutions."

1 Information and Communications Technologies Authority Q1 2014 report.