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 were 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.
Acquisition or partner strategies that involve direcitng the traffic of 75+ websites to a main transactional one, are fraught with technical and user journey errors. People are lazy and do the basics without testing, testing and more testing.
Project Brief
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)
Our team deployed hundreds of changes to both the main website and several of the micro-sites, in order to fix bugs, and improve the user experience.
Project Delivery
I began with a deep dive site analysis from server logs to page speeds and more.
IMPROVE WEB SITE CONTENT AND RELEVANCY
- We launched new keyword targeted content, rewrote older content and even advised on the email and social marketing of this content 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 an 301 redirect file with more than 2000 entries - many looping, many having multiple hops instead of one - and set about carefully rewriting and publishing a file that could have broken the site with one simple error.
- I found over 100 internal link errors (micro to main, and main to main) that were causing higher bounce rates and reduced SEO rankings
- I led the design team on many technical and visual errors that were slowing the site experience down
PAID ADVERTISING ASSESSMENT
- My vast PPC analysis stripped out 25% of the previous plan as it was being wasteful.
- I then segemented and targeted their paid advertising campaigns on the same budget raising conversions by 37%
Chase Templeton was later acquired by Nevada Investments having raised premium income from £90m to £150m in 4 years (the same as working with us!)
Outcomes
DRAMATIC ORGANIC SEARCH TRAFFIC INCREASES
- The SEO campaign produced over 2,200 new page 1-2 rankings within the first 2 years.
IMPROVE PAY PER CLICK TRAFFIC - GOOGLE ADWORDS, BING ADVERTISING
- Maintaining the same budgets, I managed to improve the relevancy of paid advertising traffic, which led to a 37% uplift in conversions. This also included some digital training for the sales staff who followed up on those conversions.
OVERALL RESULTS AND BUSINESS OUTLOOK
- At the end of our 4 years partnership, the Chase Templeton business was acquired by US investor Nevada Investments in a 7 figure deal.
- Client's acquisition strategy risked central growth
- Adwords campaigns ineffective
- Web development, technical SEO and PPC Analysis
- 2,500% increase in SEO traffic within 12 months
- Adwords conversions increased by 37% (same budget)
- Acquired by US investor Nevada Investments
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