Target Audience: Small Business Owners
Imagination helped MasterCard refining an existing website for small business customers by providing custom content that added tremendous value to the target audience.
The financial services company wanted to be seen as an advisor, a resource and a partner in small businesses success. The goal: increase the number of small business owners who use MasterCard small business products.
Imagination worked with MasterCard to refine the Small Business website and meet the following objectives:
- Create awareness about MasterCard’s small business products and services
- Create preference for MasterCard’s products over competitors products and consumer credit cards
- Increase the traffic on the Small Business site
The Right Content
Small business owners are experts in the products and services they provide, but many are uncomfortable with other aspects of running a business: finances, accounting, long- and short- term strategy, creating and updating their business plans, growth, managing their employees, etc. Cash flow, health care and insurance costs are major challenges for many small businesses.
Imagination produces the right mix of custom content: articles and podcasts about reducing costs, managing cash flow and boosting profits.
Metrics Matter
In Spring 2007, Imagination refined and re-launched the MasterCard Small Business site based on metrics and other forms of user feedback. The new version of the site positioned the most popular features prominently. After metrics showed that Finance & Accounting was one of the site’s most popular sections, more custom content was devoted to that section.
Results
MasterCard made significant gains in achieving the objectives of boosting site traffic and increasing awareness about MasterCard products and services. In 2007, rich media visits were up 757%, homepage traffic rose by 322%, special offers traffic increased by 71%, and the overall small business site traffic accounts for more than 50% of the total mastercardbusiness.com site traffic.
