Crunching data to reduce costs and increase ROI
Chase Templeton grew to be one of the country's leading private health insurance brokers off the back of an acquisition strategy. Absorbing 75 businesses into its portfolio became an incredible technical challenge; one that my ecommerce agency was hired to fix and formulate.
With a leading responsibility for SEO and PPC, we also led the redevelopment of the website's customer acquisition strategy, covering UX, brand principles delivery and continual analysis. We had to strip down and fix the errors of more than 30 agencies who had handled the micro-sites marketing, and completely refocus the main company website.
Project brief
What we were hired to fix
Increase organic search traffic
Raise natural search engine driven traffic to levels that produce enough enquiries and purchases to keep the company viable.
Improve pay per click conversions — Google Adwords, Bing Advertising
Improve the efficiency of the PPC, targeting more relevant phrases and user journeys, in order to increase its effectiveness towards a better Cost per Lead.
Improve user experience
Analyse and change the customer user journeys to improve goal conversion rates (insurance plan purchases).
Project delivery
A deep dive from server logs to page speeds and more
Improve website content and relevancy
We launched new keyword targeted content, rewrote older content and advised on email and social marketing to improve the company's relationship with its users. Key landing pages were created that addressed user questions, almost instantly gaining huge traffic and engagement uplifts.
Technical SEO
I unearthed a 301 redirect file with more than 2,000 entries — many looping, many having multiple hops instead of one — and carefully rewrote and published a file that could have broken the site with one simple error. I also found over 100 internal link errors (micro to main, and main to main) causing higher bounce rates and reduced SEO rankings, and led the design team on multiple technical and visual fixes that were slowing the site experience down.
Paid advertising assessment
My PPC analysis stripped out 25% of the previous plan as wasteful. Segmenting and targeting their paid advertising campaigns on the same budget raised conversions by 37%.
Outcomes
Dramatic results across every channel
Organic search traffic
The SEO campaign produced over 2,200 new page 1–2 rankings within the first 2 years.
Pay per click — Google Adwords, Bing Advertising
Maintaining the same budgets, I improved the relevancy of paid advertising traffic, leading to a 37% uplift in conversions. This also included digital training for the sales staff who followed up on those conversions.
Overall results and business outlook
At the end of our 4 year partnership, the Chase Templeton business was acquired by US investor Nevada Investments in a 7 figure deal.
