Unified Application for Lead Generation and Monetization

Project Overview

The dynamic nature of fintech requires tools and strategies for constant lead generation and monetization. For the partner project, our team developed and implemented an application to be part of the lead generation flow. The application's primary function is to capture leads that are not eligible for the company's products and then present them with offers from partner companies. This application provides additional solutions to the leads and, at the same time, monetizes these opportunities, creating a win-win scenario for the company and its partners.

Industry

This application is best suited for the fintech sector.

Problem Statement

The company faced challenges with its existing lead generation applications, which were handled by several applications. Any change in monetization logic required a change across all applications. This fragmented approach led to inefficiencies, including difficulty tracking and managing leads. As a result, the company was losing leads. 

The solution was to develop a new application that centralizes the monetization flow of lead generation on one platform.

Execution

Team

• 2 Software engineers
• 1 Software engineer at test
• 1 Data Analyst

Timeline

8 months

Technology Stack

• Next JS: Utilized for its server-side rendering capabilities and API routing, enhancing the application's performance and user experience.
• Material UI: A component library used to design the user interface, ensuring the application’s consistent and visually appealing layout.
• BigQuery: Google's serverless data warehouse used for storing information on tracking events and facilitating advanced data analysis.
• Tableau: A business intelligence tool for creating detailed reports on partners and leads, aiding in data-driven decision-making.
• WebdriverIO: An automation framework for conducting automated tests.
• TestRail: A test case management tool to organize, track, and manage test cases, enhancing the testing process.
• Launchdarkly: A feature flag management tool used as a control point to improve every aspect of software experimentation.

Challenges and Solutions

Handling the lead flow

Challenge: The application required users to provide personal and financial information through a questionnaire. The main challenge was avoiding repetition for users redirected from other applications, where they had already answered some of these questions.

Solution: To have the necessary information, the team implemented an intermediate service to store and transfer data about the lead from the application where they were redirected. Using the yup schema validation library, the application identified missing information and only asked the relevant questions, eliminating redundancy.

Flexibility in the application configuration

Challenge: The requirement was to give the product team the ability to customize configurations based on partner priorities and revenue sizes, and to provide presentations without direct code changes after the project was completed.

Solution: The team integrated LaunchDarkly's feature flags, which enabled the product team to dynamically control various application parts, including user flow and offer positioning. 

Conclusion and Results

The new centralized application successfully switched all monetization flows to a new, bug-free, independent system with an admin panel to support new partner integration, features like active/inactive states with proper switches and daily caps for partner leads, etc.

With a monetization flow for lead generation on one platform, our data analyst managed to deliver comprehensive reports and had the infrastructure to run A/B tests.

By addressing the initial challenges, the application managed to adapt to both user and product team requirements without frequent codebase modifications. 

More results achieved:

• Streamlined the monetization process and increased the overall monetization rate by over 50%.
• The new system is completely configurable:
• Onboarded 4 new partners
• Created a new Tableau report for unified lead and partner reporting.
• Successfully launched a dozen A/B tests and experiments to improve monetization rates and margins.