A two-part build for IndiaLends' credit card category: an SEO-led demand engine that brought organic visitors in cheaper than ads, and an on-page conversion system that turned that traffic into completed applications.
IndiaLends' credit card traffic was riding almost entirely on paid acquisition. There was no page built to own the high‑intent, high‑search‑volume, low‑competition keywords a card‑seeker actually types into Google — so every visitor had a cost attached to it.
We designed and scoped a set of credit‑card‑specific landing pages, each mapped to a keyword cluster researched for volume and winnability. Keyword research, meta titles, meta descriptions and full on‑page SEO direction were documented and handed to Product and Tech for build, referenced together in the Credit Card Page Content document.
With organic covering top‑of‑funnel discovery, paid was redirected to sharper, card‑specific acquisition — anchored by two flagship issuer campaigns. Tap a card to flip it.
Seasonal bursts layered on top of the always‑on SBI and Axis campaigns, timed to festive shopping intent and issuer offer cycles.
Demand engine built — now the page had to earn the application. The old flow asked for everything up front. The rebuilt flow collapses it to three purposeful steps, each with a single job.
The form was the single biggest drop‑off point. It was rebuilt field‑by‑field: fewer required fields, inline validation instead of end‑of‑form errors, and progressive disclosure so nothing intimidating shows up before it's relevant.
An EMI calculator was embedded directly on card pages so a visitor could size their own commitment before starting an application — try it below.
A lightweight comparison module sits on every category page, letting a visitor weigh two cards on the fields that actually decide a choice — fees, rewards, and eligibility — without leaving the page.
SEO and paid built cheaper, more qualified demand. Layout, flow, form, trust signals, calculators and comparison tools made sure that demand didn't leak out before it converted. Together: more visitors, at a lower cost, completing more applications.