Case Study - New City Financial

1. THE Goals

  • Develop leads for commercial refinance division.
  • Improve user experience.
  • Reduce wasted spend.
  • Implement lead tracking.


New City Financial has a strong online presence with moderate ranking on the search engines for debt consolidation, business funding, mortgages, and loans. The company’s goal was to increase its presence for commercial mortgages and more specifically commercial property refinancing. NCF had implemented advertising campaigns but the cost of acquisition was high and the conversion rates were low.

Moreover, the website lacked content and more importantly a user experience that was non-existent. In addition, the existing website did not offer the proper tools to harness lead generation and further expand the development of the site to cater to the commercial refinancing clientele.


Itrends was tasked to redesign the website, develop a comprehensive marketing plan that included search engine marketing and pay-per-click campaigns. In order to ensure conversion rate strategies were maximized. In addition, Itrends had to develop a content management system and lead tracking management system.

Upon completion of the website, Itrends developed a series of landing pages and utilized A/B testing methodologies to continue the increase in conversion rates and the reduction of acquisition cost.


THE Goals

  • Develop leads for commercial refinance division.
  • Improve the user experience.
  • Reduce wasted ad spend.
  • Implement lead tracking system.

THE results


Increase in
Gross Revenue


Reduction in
Cost Per Click


Increase in
Lead Volume


Increase in
Conversion Rate

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