Accelerating Growth for a Digital Payments Platform – PayPal-Style

➤ Client Background

• Client Name: Confidential (Global Payments Platform, India Expansion Phase)

• Industry: Cross-border & domestic digital payments

• Target Market: 
  Users: Freelancers, online shoppers, small business owners
  Merchants: E-commerce sellers, SaaS platforms, service businesses
  
  

➤ Product Offering

• Secure online checkout

• Peer-to-peer transfers

• Multi-currency support

• Merchant gateway integration
  
  

➤ Product Statement

• Low CTR and weak onboarding from India-specific campaigns

• Generic global ad creatives not resonating with Indian users

• High bounce rates from merchant signup landing pages

• Low merchant conversion rate despite solid traffic

• Limited brand trust among Indian SMBs vs Razorpay/Paytm

➤ Zanter’s Digital Strategy

1. Localized Performance Campaigns

• Rebuilt ad campaigns with Indian context:

• “Get paid globally as a freelancer – no setup cost”

• “Add PayPal checkout. Increase global conversion by 20%”

• Split campaigns for Freelancers, SMBs, Startup SaaS tools

• Languages: Ran regional ads in Hindi, Tamil, Gujarati targeting Tier 2 cities

2. Merchant Landing Page Redesign

• Added India-specific FAQs (GST, compliance, currency rules)

• Integrated real-time support chat

• Added logos of Indian merchants using PayPal (MakeMyTrip, Udemy India)

3. Freelancer & Exporter Campaign Funnel

• Designed video content + LinkedIn carousel ads on:

• “How to collect global payments with 0 code”

• “Freelancer’s guide to PayPal + Fiverr”

• Triggered retargeting flows for drop-offs at signup & verification steps

Budget Breakdown (Before vs After Zantera)

• Google Ads (Search & UAC)
  Budget increased from ₹3 Lakhs to ₹4 Lakhs/month to improve reach and intent-based targeting.

• Meta Ads (Instagram & Facebook)
  Scaled from ₹2 Lakhs to ₹3.5 Lakhs/month to support region-specific creatives and SMB targeting.

• LinkedIn Ads
  Introduced with a ₹1 Lakh/month budget to target SaaS founders, freelancers, and business owners.

• Influencer/Content Marketing
  Launched with ₹75K/month to build trust and drive awareness through educational content.

• Total Monthly Spend
  Total marketing investment grew from ₹5 Lakhs to ₹9.25 Lakhs/month for full-funnel coverage.

Campaign Results (60 Days Comparison)

• CTR – Freelancer Campaigns
  Increased from 1.1% to 2.9%, driven by localized messaging and platform benefit storytelling (+163%).

• CTR – Merchant Campaigns
  Rose from 0.9% to 2.4%, indicating stronger resonance with SMBs and e-commerce audiences (+167%).

• Cost per Verified Freelancer Signup
  Reduced from ₹430 to ₹195, reflecting better lead quality and efficient acquisition (-55%).

• Merchant Signup Conversion Rate
  Improved from 7.5% to 18.8%, due to optimized landing pages and stronger CTA flow (+150%).

• Cross-Border Transaction Volume (India)
  Saw a year-over-year increase of 72%, marking a significant uptick in platform usage and trust.

• ROAS (3-Month Attribution)
  Return on ad spend improved from 1.3x to 2.9x, showcasing a 123% uplift in campaign profitability.

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