increase in users from organic search
video plays
increase in average visit duration
The Client
Finastra is a global provider of financial software applications and marketplaces, and launched the leading open platform for innovation, FusionFabric.cloud, in 2017. It serves institutions of all sizes, providing award-winning solutions and services for banks to support direct banking relationships and grow through indirect channels, such as embedded finance and banking as a service. Its pioneering approach and commitment to open finance and collaboration is why it is trusted by 8,600 institutions, including 90 of the world’s top 100 banks.
The Situation
Finastra has long been a fintech leader and pioneer within the emerging banking-as-a-service (BaaS) space. After completing a brand refresh in 2021, Finastra was ready to transform its digital experience online and reimagine its website. The company wanted to fully embrace a customer-centric approach, aligning the experience with user needs, simplifying navigation, content, and information architecture, and incorporating the latest UX best practices and B2B marketing strategies to measurably improve customer experience and generate leads.
Additionally, Finastra wanted to continue demonstrating its position as a thought leader and fintech innovator, showing that it was a step ahead of its competition. Company leaders realized that to break through the noise, they must both educate and entertain their audiences with exclusive content. To achieve this, they wanted a custom “Netflix-style” video channel to provide on-demand, engaging thought leadership video content.
The Challenge
Finastra’s previous website was designed and built from scratch, from product positioning and architecture to content design and development. But Finastra’s new positioning demanded simplicity. The company needed to pare down the navigation while still communicating the solution’s breadth. It also needed to align the site’s content to where the visitor was in the buyer's journey.
The new Finastra Universe video channel (now rebranded to Finastra TV) was the biggest video content initiative in the company’s history. Finastra knew it needed to feel special and unique. But the channel also needed to generate leads and conversions in the least intrusive way possible. The last thing the company wanted was for interested users to leave due to the frustration of filling out forms.
The Solution
Using popular web streaming services and video portals as inspiration, the Finastra team partnered with Drupal web development agency Elevated Third (E3) to create the Finastra TV channel. The channel maintains its own visual identity that complements the overall style of the website. E3 visually enhanced the channel’s aesthetic and simultaneously simplified the navigation to focus on seamless video browsing. They refined the channel’s layout and provided video recommendations, so users know what to watch next.
Not wanting viewers to be inundated with forms that act as a deterrent to staying on the site, E3 took extra steps to make the lead generation process as seamless and minimal as possible. One single Marketo-integrated form allows a viewer to unlock all of the channel’s video content.
Finastra adopted a single-page conversion approach (depending on the user’s stage in their journey) for its new site, ensuring that everything a user needs to make their first decision is available on any given page. This approach lets Finastra’s users find what they need, whether they’re coming from organic search, paid campaigns, or the homepage. The teams also leveraged personalization technology, customizing the experience and making each page view as relevant as possible for the user.
Having been an Acquia customer for over seven years, the reliability, flexibility, security, and familiarity of the Acquia Cloud Platform allowed Finastra to focus on building the best possible user experience. Acquia Cloud Platform’s easy-to-use interface let Finastra set up certificates, domains, and backups quickly, and facilitated the team’s agile development efforts with quick deployments. Stakeholders were always able to see and review the latest developments to ensure the project was on course.
The Results
Finastra overachieved its post-launch goals within a few weeks of launch, generating solid results, which will help business growth and customer engagement.
- 55% increase in users via organic search
- 21% decrease in bouncerate
- 81% increase in average visit duration
- 40% increase in pages per session
- 25% increase in form submissions
Finastra TV is a successful “always-on” outreach campaign that empowers those in the industry to tap into innovative content on demand:
- 54 videos produced and published since launch
- 38,000 views and counting
- 28,000 video plays and counting
