Finance Product Search Analysis
How confident are customers when they search for financial products online? How much information, help and guidance do they need before they're ready to buy, and where are the biggest gaps between demand and what's actually being captured?
A major financial services brand wanted to understand the search behaviour around four of its core product lines: ISAs, pensions, investments and equity release. Each product carries different levels of customer confidence, which shapes how much help people need before they're ready to act.
I split every search across the four markets into three intents: information (what is this product), help (how does it work, how do I choose), and product (rates, comparisons, ready-to-buy queries). Then I sized the captured versus uncaptured demand at each stage, and overlaid the existing site's rankings to show where the brand was visible and where it wasn't.
The result was a prioritised content and landing page action plan, built around the journeys customers were actually taking rather than the ones the site was set up to serve.
It covers
- › Search market sizing for ISAs, pensions, investments and equity release
- › Customer confidence patterns by product, and what they signal about content need
- › The information, help and product intent split for each market
- › Captured versus uncaptured demand at every stage
- › Existing rankings mapped against the most valuable queries
- › A tiered content plan, with the pages to build first and the ones to optimise next
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