driving conversion

Background
E*TRADE operates in the highly competitive on line share trading market. Critical to its growth is the acquisition of new customers, using a variety of on and off line channels.

From this activity E*TRADE generates high volumes of prospects, the significant majority of which do not convert to active customers.

Research had indicated that prospects found the application process confusing and difficult to follow.

	Objective: Increase conversion of prospective traders to active traders.

Strategy
Create a dialogue with prospects from the day they register an interest in trading with E*TRADE.

This dialogue must clearly communicate the actions required to commence trading on line, whilst re-affirming the award winning credentials of E*TRADE.

Solution
XYZdirect developed a series of 6 e-mails, where each message was triggered, relative to the prospects juncture in the application process.

Each message was designed to ease the prospects transition through the application process, whilst re-affirming E*TRADES credentials as the number 1 trading platform.

	Results: Conversion uplifted by +5%, representing incremental revenue of $250,000 in year one.