In today’s rapid development of financial technology, Ctrip Finance has successfully broken through the bottleneck of the traditional customer acquisition model through the deep integration of innovative design and AI technology. This article will introduce in detail how Ctrip Finance has transformed from a “thousand people” advertising page to a customized intelligent customer acquisition solution, and has achieved personalized push of advertising pages and a significant increase in conversion rate through refined user group division, precise assistance of AI models and ingenious application of customized design.
Ctrip Finance is a financial technology service platform under Ctrip Group, relying on digital technology capabilities to deeply cultivate the field of tourism finance and provide users with safe, stable, efficient and convenient comprehensive financial technology services.
Since its establishment in 2017, with the rapid development of financial technology, Ctrip Finance has gradually developed to a mature stage, and an important part of it, “customer acquisition”, has also encountered bottlenecks.
To this end, Ctrip’s financial product design center self-drive integrates AI technology with scenario-based design for customer acquisition, carries out innovative exploration of intelligent customer acquisition design, and empowers the improvement of key business indicators.
This exploration not only verifies the feasibility of intelligent design, but also reveals the new future of financial customer acquisition experience design.
01. Breaking the game: from one side to customization
In the field of Internet finance, the advertising page of applying for the opening of a product is the “first door” for users to contact the product, which not only carries the brand perception of the transparent communication to customers, but also is an important bridge to promote users to further understand and experience financial services.
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After inventory, the long-term online advertising page form is single, and it is difficult to adapt to the differentiated needs of different target groups across multiple channels and business scenarios and in a single scenario.
After clarifying the current problem, our design direction also became clear:
On the one hand, it is necessary to meet the increasingly diverse needs of users and enhance their sense of identification with products; on the other hand, it is necessary to increase the willingness to open services and break through bottlenecks.
Therefore, we need to finely divide the user group, combine the diversity of scenarios, and design customized advertising pages to accurately match the behavioral preferences and scenario needs of different customer groups.
In the demonstration stage, we selected Ctrip’s financial product “Take it to spend | credit purchase” to be prioritized. Because it has three major experimental advantages:
First, “Take to Spend | Credit Purchase” is a consumer credit product launched by Ctrip Finance, which is one of Ctrip’s core products and has a rich natural flow entrance;
second, in the cooperation projects with air ticket booking, hotel accommodation and other cross-penetration of multiple business lines, multi-dimensional reach scenarios have been formed, and the user group is more diversified;
Third, the existing advertising page only adopts a standardized black and gold visual scheme, which provides an ideal control group for differentiated design.
Together, these constitute an ideal experimental field, which can effectively verify the benefit effect of hierarchical design strategy on conversion efficiency.
After thinking about it, how do we design and really implement it?
Step1. Customer segmentation
We collected and analyzed a number of core user portraits and tag data, built a multi-dimensional user characteristic analysis system, and combined with the unique financial business attributes of this product, the user group was divided into three categories:
1. Business characteristics customer group:
It is mainly composed of young and middle-aged white-collar workers/elites, who pay attention to professionalism and convenience, and are more inclined to choose efficient and comfortable services when traveling for business.
2. Marketing characteristics customer groups:
Mainly young people who are more attracted by promotions and welfare stimuli often focus on cost-effectiveness and preferential activities when choosing financial products.
3. High-quality user base:
Mainly mature consumers with strong spending power, high user stickiness and loyalty, pay more attention to identity identity, and tend to choose financial products that can reflect personal taste and social status.
Step2. AI model help
In view of the possible limitations of subjective judgment of the preliminary division of customer groups, we jointly promoted the project with the product group and the model group, and finally confirmed the introduction of models to assist in this process, and the AI model can identify potential patterns and correlations in the data, thereby generating more detailed user portraits and customer group classification, and improving the scientific nature of customer group segmentation.
Step3. Customized design
Based on the differentiated needs of the three core customer groups of business travel, marketing sensitivity, and high value, we have designed different advertising pages in a targeted manner from the aspects of improving visual appeal, taking into account the characteristics and preferences of each customer group, and strengthening the efficiency of information communication.
1. Business Features Ad Page:We use a simple, professional design language, clear typography and cool-toned design to highlight the scene design of business travel to convey professionalism and trust.
2. Marketing Features Ad Page:We have adopted a vivid and lively design style, using the creativity of opening blind boxes, and adding dynamic displays of unknown elements and benefits to the page to stimulate users’ curiosity.
3. Premium User Ad Pages:We adopt a design tone-like like for VIP members, emphasizing the sense of identity, and use exquisite visual elements and metallic textures to convey a high-end, comfortable experience, attracting users to understand and choose our financial products.
02. Intelligent customer acquisition was successfully launched, and the data performance was excellent
V1.0 – Fast Verification
The customized advertising page design has been completed, and the online version is divided into two groups of A/B tests, group A is random push, group B is the experimental group with customized pages added to the intelligent push of AI models, and the A/B groups are evenly divided.
The test data shows that the click-through rate of each version of the experimental group is higher than that of the control group, and Ctrip’s intelligent customer acquisition exploration has achieved initial success.
V2.0 – Expansion Solution
After analyzing the existing scenarios, we found that there was room for optimization in terms of security and brand perception. Is it necessary to return to the essence of the attributes of financial products? How can we effectively alleviate users’ concerns?
Therefore, in the V2.0 stage, we added a version of the “pure enjoyment version” advertising page that is brand-led and strengthens security awareness. Design Scheme We have incorporated Ctrip Financial’s brand logo and brand colors to highlight the financial security attributes. The test results show that the “Pure Enjoyment Edition” outperforms other versions, further verifying the effectiveness of this design strategy.
03. Design value extension
After continuous comprehensive testing and adjustment of AI intelligent models, our solution has gradually matured. Therefore, we have successfully applied intelligent customer acquisition technology in conjunction with credit card business products, once again verifying the effectiveness and practicability of the model.
04. Future
In the future, we plan to expand this intelligent customer acquisition solution to all businesses related to Ctrip Finance. This will help our clients more easily find the financial products that best meet their needs, thereby increasing customer satisfaction and loyalty. We will also continue to improve and optimize this set of Ctrip Finance’s intelligent customer acquisition solution to help our business gain a greater advantage in the highly competitive market.
