Client: Deferit, an innovative Australian Buy Now, Pay Later service specialized in utility bills.

‍

Objective

Deferit aimed to enhance their advertising strategies in a competitive fintech market dominated by giants like AfterPay and to establish a robust market presence in the United States.

‍

Approach

Advertising Optimization: Tasked with improving the efficacy of Deferit's digital marketing, I conducted an extensive analysis of customer behaviors, coupled with a series of A/B tests on both Meta and Google Ads platforms. These tests were crucial in determining optimal events for ad optimization and involved a thorough revision of the customer journey funnel to enhance user experience. This strategic refinement led to a superior CAC:LTV ratio, surpassing industry standards.

Market Entry Strategy

The expansion into the U.S. market was meticulously planned, balancing the need for rapid user acquisition with the imperative to maintain a low default rate. This involved analyzing detailed financial data to identify states where market conditions were favorable and where Deferit's services met an essential need, allowing for a targeted and effective market penetration.

‍

Outcome

The optimization of advertising campaigns not only improved efficiency but also significantly reduced acquisition costs.

The strategic entry into select U.S. states enabled Deferit to double its user base efficiently, validating the effectiveness of the carefully balanced market entry strategy.

Technologies Used: Google Ads, Meta Advertising Platforms, Advanced Data Analytics Tools.

‍

Conclusion

Through detailed customer analysis, targeted advertising optimizations, and a strategically balanced approach to U.S. market expansion, Deferit not only enhanced its market position but also achieved significant user growth, setting the stage for future expansion and profitability.

‍