Oct 27, 2025 0 reads

TikTok and Comparison Sites in the Financial Sector

Opportunities offered by alternative channels in the finance sector are increasing. Thanks to innovative tools such as TikTok and comparison websites, financial institutions can now reach audiences faster and more effectively. This article will examine in detail the rise, advantages, challenges, and comparison of these two channels.The Increasing Role of Alternative Channels in the Financial SectorTraditional financial distribution networks (branches, phone banking, ATMs) have long been the backbone of the sector. However, digitalization, the widespread use of mobile devices, and social media platforms becoming central to daily life have increased the importance of alternative channels in providing financial services. Today, banks, insurance companies, fintechs, and credit institutions are actively using digital channels, going beyond physical interaction. This transformation particularly reduces dependence on traditional banking among younger user segments.Alternative channels have become important not only in terms of distribution but also for data collection, customer engagement, and efficient use of marketing budgets. For example, financial service providers can now collect user behavior data from social media platforms, in-app movements, and comparison sites to create personalized offers, scoring models, and segmentation strategies. In overseas markets, alternative distribution models (such as mobile money or e-wallet devices) have also increased banking access and supported financial inclusion.TikTok’s Role and Applications in the Financial SectorTikTok, initially known for entertainment, comedy, and short video content, has attracted the attention of the financial sector through its advertising and sponsorship opportunities for creators and brands. When used strategically, TikTok can be a powerful channel for brand promotion, financial education content, and campaign announcements. Especially short and visually focused narratives (such as “How to apply for a loan in 5 steps” or “How to calculate an interest rate?”) are widely shared on TikTok.Success on TikTok heavily depends on engagement (comments, likes, shares). The algorithm promotes content based on user behavior. Therefore, financial institutions must balance “educational + entertaining + attention-grabbing” components in their content strategies. For example, a bank might launch a “financial literacy mini tips” series or share a short story explaining a credit card campaign. This approach boosts brand awareness and attracts potential customers.The Future of TikTok in the Financial IndustryTikTok’s role in the financial sector is expected to grow even further in the future. Younger generations increasingly use the platform to learn about financial topics, which drives more financial content creation. In the future, TikTok is expected to collaborate with financial service providers to deliver more professional and informative content. Financial institutions will use TikTok as a marketing tool to engage and interact with younger audiences.Additionally, TikTok’s algorithm highlights content based on user interests, allowing financial content to reach broader audiences. It is expected that the platform will become more specialized in financial education and develop projects that promote financial literacy. With the ongoing digital transformation in the financial industry, TikTok’s role will become increasingly significant.The Importance of Comparison Websites in Financial ServicesComparison websites (for example, platforms that compare loan, insurance, or deposit rates) allow users to view various financial offers in one place. This structure increases transparency, speeds up decision-making, and intensifies competition among institutions. Their revenue models often rely on referral commissions, ad placements, or fixed monthly fees.These platforms provide financial institutions with a direct opportunity to showcase their products to targeted audiences while saving users time and effort. For example, instead of checking each bank’s loan offers individually, a user can visit a comparison site to see different interest rates, payment terms, and total repayment amounts within minutes. This enhances customer experience and helps institutions capture more segmented conversion opportunities.TikTok or Comparison Sites? A Pros–Cons AnalysisAlthough both channels offer different advantages, the choice depends on goals, user behavior, and budget. The following table summarizes some key differences:CriterionTikTokComparison WebsiteReach & Brand VisibilityDirect access to younger audiences, viral content potentialAbility to attract users actively searching for financial productsUser IntentEducational / awareness-driven, conversions take longerCaptures users at the decision-making stageCostRequires video production, creative content, and ad budgetCommission per referral or fixed monthly feeData & Analytics CapabilityAccess to content interaction data (views, engagement rate)Clear metrics for clicks, referrals, and offer comparisonsThe ideal strategy for TikTok is to constantly test content, follow trends, and adapt based on user feedback. For comparison sites, institutions should structure their product offerings in an easy-to-analyze way, present offers clearly, and build user trust through testimonials and reviews.Tips and Strategies for Adapting to Alternative ChannelsSuccess in alternative channels depends on strengthening technical infrastructure, optimizing content strategy, and accurately tracking conversion metrics. Institutions can enhance engagement through short, visual TikTok videos and clear comparison tables or user reviews on comparison sites. For better results, it is crucial to ensure channel integration—directing users from one channel to another. The key steps to follow are:Strengthen technical infrastructure (API connections, open banking compliance, security)Optimize content strategy (TikTok videos, comparison tables, and user reviews)Track KPIs and performance analytics (views, engagement, conversions, A/B tests)Ensure channel integration (link redirections between TikTok and comparison sites)The Evolution of Alternative Channels in the Financial WorldAlternative channels in the financial industry are not temporary trends but permanent elements of transformation. With the continued rise of fintechs and digital trends, platforms like TikTok, comparison site ecosystems, and even AI-powered chatbots are expected to play an increasing role in offering financial services. According to the World Economic Forum, fintech growth currently maintains a steady annual rate of 37%. (World Economic Forum) Moreover, financial institutions are likely to enhance credit assessment and risk models through alternative data sources such as social media and mobile behavior data. (Deloitte Italia)In Turkey, it is also expected that regulatory authorities will issue new fintech guidelines, support the industry, and clarify compliance processes for platforms like TikTok under data protection laws. For instance, the Turkey Fintech Guide was published in 2023. (Gokce Attorney Partnership) Institutions should increase investments in infrastructure, data analytics, and multichannel integration to prepare for the future—since in the financial sector, the concept of “alternative channels” may soon become “mandatory channels.”Frequently Asked QuestionsWhy should FinTechs use social media platforms like TikTok?TikTok provides direct access to young audiences and enhances brand awareness. Through short videos, complex financial topics can be explained in a simple and memorable way.How can more conversions be achieved through comparison sites?Ensuring offers are clearly presented, transparently displaying interest and cost details, including user reviews, and emphasizing the institution’s credibility increase conversions. Additionally, post-click application processes should be designed to be fast and user-friendly.How can TikTok and comparison sites be used together?Videos on TikTok can include prompts such as “Find detailed comparisons at this link,” while comparison sites can feature sections like “See how we showcased this product on TikTok.” This approach boosts cross-channel interaction and engagement.Why are comparison sites important?Comparison sites help users find the most suitable financial products and contribute to improving financial literacy. They enable users to make informed decisions.Meta Description: Discover opportunities in financial services through TikTok and comparison sites. Read now to explore how digital channels enable fast and effective access.

Sep 18, 2025 0 reads

The Relationship Between User Experience (UX) and CRO

Many teams focused on increasing conversion rates concentrate on raising ad budgets or creating new campaigns. But often, the real problem is much simpler: user experience (UX).This document focuses on a fact that teams aiming to increase conversion rates often overlook: User Experience (UX). Instead of increasing the ad budget or creating new campaigns, improving UX is often a more effective solution. We will examine the inseparable relationship between UX and CRO, discussing how UX forms the foundation of CRO efforts and how it can be used more effectively for CRO.Consider the following: Buttons that are hard to find Complicated forms Slow-loading pages Payment steps that appear unsafe Each of these not only drives users away but also undermines the most powerful CRO (Conversion Rate Optimization) efforts.UX and CRO: An Inseparable WholeIn reality, UX and CRO are not separate. A well-designed user experience is the most solid foundation for CRO. User experience encompasses a website's or application's usability, accessibility, desirability, and value. A good UX ensures users can easily achieve their goals, provides them with an enjoyable experience, and increases their trust in the brand. This directly contributes to higher conversion rates.How Can UX Be Used More Effectively for CRO?So, how can UX be used more effectively for CRO? Here are some strategies: Design simple and intuitive flows Don't tire the user with unnecessary steps Offer fast and secure payment processes Always prioritize the mobile experience These strategies ensure that users can easily navigate your website or app and quickly access the information or products they want. By keeping the conversion process as short and simple as possible, you avoid unnecessary form fields and lengthy registration procedures. Making the payment process fast and secure and always prioritizing the mobile experience are also critical to increasing your conversion rates.Data Collection and Analysis for UX ImprovementsBefore making UX improvements, it's essential to understand user behavior and identify problem areas. You can use various data collection and analysis methods for this: User Testing: Tests conducted with real users provide valuable insights into your website's or app's usability. Heatmaps: Heatmaps show where users click on your website, where they spend more time, and how far they scroll. A/B Testing: A/B tests allow you to compare different design or content variations to determine which performs better. Surveys and Feedback Forms: Collecting direct feedback from users helps you understand their needs and expectations. Tools That Can Be Used for UX + CROSome of the popular tools for UX improvements and CRO efforts include: Hotjar / Microsoft Clarity: To understand user behavior with heatmaps and session recordings Optimizely / VWO: To conduct A/B tests and design experiments Looker Studio / GA4: To measure the user journey and conversion metrics Crazy Egg: For scroll maps and user interaction analysis Qualtrics / Typeform: To get direct user feedback through surveys Happy User = High ConversionNo CRO effort will bring lasting success without improving the user experience. This is because a happy user equals high conversion. By ensuring users have an enjoyable experience on your website or app, you can increase their trust in your brand, earn their loyalty, and significantly boost your conversion rates. Investing in UX is the key to long-term CRO success.Frequently Asked QuestionsDo UX improvements increase conversion rates?Yes. Because when users can easily find what they are looking for and complete transactions quickly and securely, more conversions take place. Simple flows and a good experience directly reflect on sales and sign-up rates.Does poor user experience reduce the effectiveness of the advertising budget?Yes. No matter how large the campaign budgets are, slow-loading pages or complex forms drive users away from the site. As a result, advertising spend delivers fewer conversions and may even be wasted.

Aug 19, 2025 0 reads

How Does Inventory Management Impact E-commerce Success During Back-to-School Season?

How Does Inventory Management Impact E-commerce Success During Back-to-School Season?The back-to-school period is one of the busiest shopping seasons of the year. While it offers major opportunities for e-commerce businesses, it also brings significant operational risks. Rapid shifts in school-related needs make inventory management a critical factor that directly impacts sales performance.The surge in demand across categories such as stationery, school bags, shoes, computers, and desk lamps once again highlights the importance of robust stock planning. In this article, we’ll explore inventory strategies tailored for the back-to-school season, data-driven forecasting methods, and ways to prevent potential revenue loss.Rising Demand and Operational Pressure in E-commerce During Back-to-SchoolConsumer behavior shifts dramatically in August and September each year. Searches for terms like backpack, school shoes, and laptop can increase by over 100%. This trend is not limited to search engine data—it also affects website traffic, ad costs, and average basket size.However, this season is not only known for high sales but also for cart abandonment and poor user experience due to out-of-stock products.The Impact of Inventory Management on E-commerce PerformanceA successful e-commerce operation relies not just on marketing and promotional strategies, but also on seamless backend processes like inventory and supply chain management. Key effects of inventory management on performance include:Conversion Rate: Product availability is a key factor in purchase decisions. Out-of-stock items lower conversion rates.Cart Abandonment: Stockouts often lead to abandoned carts—especially when a single unavailable item blocks a multi-item purchase.Customer Satisfaction & Loyalty: Stockouts can erode trust. A poor first purchase experience significantly reduces repeat purchases.Missed Sales Opportunities: Insufficient stock for high-demand products limits potential revenue.Ad Efficiency: Paid marketing loses ROI when traffic is directed to unavailable products.How to Build a Data-Driven Inventory Management StrategyDemand fluctuations during the back-to-school season require strong data infrastructure and precise planning. Monitoring stock levels is not enough; the key is to learn from past trends and predict future demand with accuracy.Here are methods to make inventory planning more effective and reduce lost sales while improving customer satisfaction:1. Forecasting Demand Using Historical DataData from the same period in previous years is the most reliable starting point. Go beyond total sales to analyze stock turnover, first sale dates, and depletion rates.Tools like Google Analytics 4, BigQuery, or Looker Studio can be used to detect product-specific sales peaks and traffic spikes.2. Building Sales Forecast ModelsTime-series analysis and machine learning algorithms can predict future demand using historical data. In high-demand seasons, external data like weather, holidays, and campaign calendars should be integrated.Example Scenario:A backpack that sold out within 3 days during last year’s back-to-school campaign should be restocked more heavily this year.3. Real-Time Inventory Monitoring for Instant ActionStock levels should be monitored in real time through a dashboard. This visibility benefits not just the ops team but also marketing and product teams.Key metrics to track:Sales velocity by SKUEstimated out-of-stock timeMost viewed but unsold productsOut-of-stock frequency and ratio4. Alternative Strategies for Out-of-Stock ProductsIt's not always possible to maintain 100% availability. In such cases, customer experience can still be protected with smart alternatives:Similar Product Recommendations: Highlight products in the same category or price range.Back-in-Stock Alerts: Offer a “Notify Me” option and collect email addresses—great for CRM growth.Dynamic Retargeting Ads: Show similar products to users who viewed out-of-stock items.5. Aligning Inventory Planning with Campaign CalendarsStock and logistics plans should be finalized weeks before launching back-to-school campaigns. Otherwise, even high traffic won’t convert into fulfilled orders.Tips for campaign-stock alignment:Pre-campaign inventory build-upPrioritize stock based on top-searched categoriesDaily stock allocation based on campaign durationHow to Measure Inventory Management PerformanceIn e-commerce, stock performance is more than just product availability. Key KPIs to monitor:Out-of-stock Rate: % of products unavailable during a specific periodBackorder Rate: % of purchases made despite stockoutsStock Turnover Ratio: How frequently inventory is replenishedLost Sales Estimate: Potential revenue lost due to stockoutsThese metrics enable better coordination between product management, campaign teams, and logistics.Inventory Management Shapes Long-term SuccessThe back-to-school season isn't just about boosting sales—it’s also a crucial time for shaping customer experience and building long-term relationships.Inventory management becomes a strategic lever that extends beyond operational processes. Leveraging real-time analytics and data-driven forecasting helps brands navigate stock risks more flexibly and provides a sustainable advantage throughout the year.

Jun 13, 2025 52 reads

Automating RFM-Based Audience Segmentation for E-Commerce Brands Using Google Cloud

Hello

Aug 6, 2024 547 reads

Using GA4 Measurement Protocol on server-side Google Tag Manager

Google Analytics 4 (GA4) Measurement Protocol is a powerful tool for various data collection and analysis needs. Here are some use cases of the Measurement Protocol:1. Connecting Online and Offline BehaviorsGA4 Measurement Protocol allows you to combine online and offline customer interactions. For example, if a customer views a product on your online store and later purchases it in your physical store, you can merge these two interactions to create a more holistic customer journey.2. Measuring Client-Side and Server-Side InteractionsThe Measurement Protocol enables you to track both client-side and server-side interactions. This way, you can collect all user interactions occurring on your website and apps on a single platform.3. Sending Events Outside Standard User InteractionsYou can use the Measurement Protocol to send events outside standard user interactions, such as offline conversions, to GA4. This is especially useful for measuring the impact of your online ad campaigns on in-store sales.4. Sending Events from Devices and Apps Where Automatic Data Collection Is Not PossibleYou can send event data from kiosks, smartwatches, and other devices and applications where automatic data collection is not feasible. The Measurement Protocol enables you to integrate data from such devices and centralize all customer interactions.SetupIn server-side Google Tag Manager, we create the Measurement Protocol (GA4) ClientWe define the activation path as /mp/collect{ ‘measurement_id’: MEASUREMENT_ID, ‘api_secret’: API_SECRET, ‘client_id’: payload.get(‘client_id’), ‘events’: payload.get(‘events’) } Resources Google Analytics 4 Measurement Protocol Documentation By using the GA4 Measurement Protocol, you can enhance your business's data collection and analysis capabilities. This will help you make better business decisions and improve the customer experience.For more comprehensive technical measurement and product analytics, contact us

Aug 6, 2024 414 reads

The Use of First-Party Data in E-commerce Analytics

First-party data is the information a company collects from its customers and through its own channels. This data is typically gathered through customer interactions, website visits, transactions, and other direct engagements. Here’s why first-party data is so valuable.What is first-party data?First-party data is the information collected directly by a company from its own customers and target audience. This data comes from visits to your website, purchases, and other user interactions. It is considered the most valuable type of data for your business because it comes directly from the source, making it accurate and reliable.Why should we use first-party data? Accuracy and Reliability: Since first-party data comes directly from your customers, it is the most accurate and reliable form of data. It best reflects customer behavior and preferences. Data Control: First-party data is fully under your control, giving you greater oversight in terms of data privacy and security. This makes it easier to comply with privacy regulations like KVKK and GDPR. Personalization: The data collected from your customers allows you to offer more personalized and relevant content. This enhances the customer experience and boosts customer loyalty. Competitive Advantage: You gain access to exclusive data that your competitors can’t access. This makes your marketing strategies and business decisions more effective. So what is third-party data?Third-party data is information collected, aggregated, and sold by entities that are different from the original data source. In digital marketing and data analytics, third-party data is typically sourced externally and may include a broad range of demographic, behavioral, and interest-based data about individuals. This data is gathered by data brokers, aggregators, or other third-party organizations specialized in collecting and selling data.Recently, there have been limitations on third-party data usage, particularly in performance marketing and e-commerce analytics. KVKK requires user consent for data collection, which affects the creation of third-party cookies. Mozilla Firefox and Apple Safari have implemented features like Intelligent Tracking Prevention (ITP) and Enhanced Tracking Protection (ETP), which block third-party cookies by default. Google Chrome planned to phase out third-party cookies by 2022, but this deadline has been pushed to the second half of 2024, aiming to strike a balance between user privacy and an ad-supported web. Safari and Firefox offer advanced privacy to their users by blocking third-party cookies by default.However, with Google’s recent A new path for Privacy Sandbox on the web announcement, a new update has been introduced stating that the blocking of third-party data and cookie deprecation will now be left to user choice.The main reason for this update is the combination of default cookie blocking in browsers, pressure from ad-tech platforms, and underwhelming performance in the tests conducted under the Privacy Sandbox API.For more comprehensive and technical e-commerce analytics, contact us