More qualified applications from the same spend, validated across 12 keyword clusters
and 180+ personalized variants tested.
COMPANY OVERVIEW
Tata Digital, at a glance.
One of India's fastest-growing digital financial services platforms, offering rewards-led credit products and seamless financial experiences for everyday consumers. A single platform spanning credit cards, UPI payments, insurance, and loyalty rewards through Tata Neu, serving tens of millions of Indians who depend on it for spending, saving, and earning on every transaction.
FOUNDED
2019
INDUSTRY
Digital Financial Services
EMPLOYEES
775+
GEOGRAPHY
Pan India
use case
Landing page personalization for paid search and social
SCALE OF OPERATIONS
140M+
NeuPass loyalty members
1.5M+
Tata Neu HDFC co-branded credit cardholders
20M+
Transacting customers (FY24)
₹37,355 Cr
GMV (FY24)
A paid search and social programme covering Tata Neu credit card benefit keywords: lounge access, UPI cashback, RuPay offers, and rewards-led product queries. Each representing a different buyer intent at a different stage of the application decision.
In a Nutshell
Every ad was targeted. The page that received it wasn't.
The growth team at Tata Neu ran paid campaigns across Google and Meta, reaching buyers actively searching for credit cards, rewards programs, and digital payment products. But every click, regardless of keyword intent or ad creative, landed on the same generic page. With Fibr, the team matched every keyword to its own landing experience across 180+ variants in four days without a single engineering ticket. The result: a 22% lift in Application Start Ratio, consistent across every keyword cluster.
THE CHALLENGE
Tata Neu's paid campaigns ran across Google and Meta, targeting buyers through features and benefits keywords: product-aware audiences researching rewards structures, credit limits, lounge access, UPI cashback, and RuPay-linked offers. Each keyword represented a different moment in the decision. Someone searching for lounge benefits is not the same buyer as someone searching for UPI cashback, and neither is the same as someone comparing RuPay card options.
But regardless of keyword, device, or ad creative, every visitor landed on the same page: the same hero, the same form, the same generic call to action, with no acknowledgement of what brought them there.
The cost of mismatch
The team already knew. They were actively searching for a solution. Form start ratios were underperforming against what the campaign quality warranted, and at this scale of operation, a marginal improvement at the top of the funnel produces an outsized impact on the bottom. With 140 million NeuPass members and 1.5 million+ active credit cardholders, a single generic page was leaving that improvement on the table across every campaign, every channel, every day.
THE SOLUTION
One URL. A matched experience for every buyer.
Fibr approached the problem in three steps: mapping the signal gaps, structuring personalization around keyword themes, and deploying at scale through a review process built for speed without sacrificing brand control.
STEP 1
Step 1 — The Analysis: one page absorbing every type of buyer
The core problem was structural. The landing page was built to handle all traffic: paid search, paid social, affiliate, and brand campaigns. Because it was built for everyone, it converted no one particularly well. The Tata Neu team was aware of the root cause. What they needed was a mechanism to act on it at scale, without building an engineering dependency.
STEP 2
Step 2 — The Signals: keyword intent, device, ad creative, brand guidelines
Fibr structured personalization around four signals already present in every campaign: keyword intent, device type, ad assets, and Tata Neu's brand guidelines. Keywords were not built out individually. Instead, they were grouped into 12 thematic clusters including Lounge, UPI, and RuPay, with each cluster receiving one matched variant reflecting its specific intent. 180 variants. 12 clusters. Every keyword accounted for.
STEP 3
Step 3 — The Setup: 180 experiences, four days from brief to live
The only engineering involvement required was a script addition and bot whitelisting. Tata Neu's platform protection layer had flagged Fibr's AI workflows, and once resolved, generation, review, and go-live completed in four days. Each cluster's variants were delivered in a linked Excel mapping copy changes to their corresponding keywords, making review structured, fast, and version-controlled. Sign-off was decisions, not corrections.
The New User Experience
Keyword theme, device context, and Tata Neu's brand guidelines followed the visitor through from the first fold, matching the language, the benefit hierarchy, and the visual treatment to the ad they clicked. Nothing was lost between the campaign and the page.
The results
The experiment ran in two controlled phases. Phase 1 (25 to 31 May): 80% holdout. Phase 2 (1 June onwards): 50% holdout.
APPLICATION START RATIO
↓ 33%
The primary metric the Tata Neu team was optimizing for, and the one with the clearest downstream impact on the bottom funnel.
COHORT PERFORMANCE
↓ 33%
All 12 keyword clusters recorded positive uplift. No cluster underperformed the control.
CLICK RATE ON PAGE
↑21 %
More visitors clicking through to the next step, consistent across both campaign runs and traffic splits tested.
TIME ON PAGE
↑100 %
Visitors spending twice as long on matched pages versus the generic control page in Campaign 2 test.
Cohort standouts
Value-based comparison messaging improved engagement consistently across segments. Geographic headline personalization drove the highest conversion rates of any cohort tested.
KEY INSIGHTS
INSIGHT 01
Application intent is not uniform, and a page that treats it as such pays for it.
A Tata Neu buyer searching for lounge benefits is not the same buyer as one searching for UPI cashback. Both are high-intent. Both deserve a page built for their specific moment. Treating them identically is a conversion tax applied at scale, and at 140 million NeuPass members, that tax compounds quickly.
INSIGHT 02
Insight 02 Personalization has to reach the visual layer, not just the copy layer.
Tata Neu's landing pages were built almost entirely with images, including text rendered inside graphics. Fibr personalized both the text and the graphic elements within those images, making the visual itself responsive to keyword context. Copy-only personalization would have missed the majority of what the visitor actually sees.
INSIGHT 03
Insight 03 Speed without engineering is a strategic advantage, not a workaround
180 experiences. Four days. One script tag. One bot whitelist. The only thing that required engineering was clearing a technical blocker, not building the experiences themselves. For any growth team managing campaign velocity and resource allocation simultaneously, that distinction changes what's possible in a quarter.
