Case file No. 04 · 2026
Fintera
Explain a complex product to CFOs on one screen and cut the cost of a paid enquiry.
Context
Where they started
Fintera is a receivables management service. Ads pointed at a general site where the product was lost among five others.
Cost per lead had grown for three quarters running, and sales complained about lead quality.
Task
What had to happen
- One promise in the first screen
- Proof in numbers within 30 seconds
- A form a CFO fills in, not an assistant
Solution
What we did
A promise for a first screen
“Receivables come back 23 days sooner” — a number from client data, with a savings calculator below it.
A demo instead of a description
An interactive slice of the real interface on the page instead of screenshots.
A form for busy people
Two fields and a demo calendar. Qualification happens later, on the call.
Result
What changed
−41 %
cost per lead
×1.8
conversion to demo
5
A/B tests in the first month
Review
«For the first time marketing and sales agreed that the leads were good.»
Olga Daniela, CMO, Fintera
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