Increase lead conversion rates

Note: The following data is collected compares traffic from Jan 10-16, 2016 to July 10-16, 2016.

Traffic Before: 2,716 sessions over a 6 day period.

Traffic After: 5,239 sessions over a 6 day period.

Improvement:92.89% increase in organic traffic.

How it impacted business: The increase of organic traffic resulted in the conversation rate increasing by 17.51%, the transactions increasing by 126.67%, and revenue increasing 198.47%. (Date comparison is from Jan 10-16, 2016 to July 10-16, 2016)

Issue

After comparing the competition’s back links to Ice Machine Plus’ we determined we would need to more than double the number of links to the site. Not only would new, relevant, high-quality links need to be created, old, poor links would need to be removed.

What Was Done

First our SEO team needed to review the back link profile of Ice Machine Plus and find potentially hazardous links. To do this we must review each and every link that goes to the site. Our team reviews the links, evaluates the domain, reviews the page where the link resides, etc.

Now once a list of poor links are created it was time to remove these poor links. This is done by contacting the sites and asking the link to be removed. If the link is not removed, it’s time to add it to a disavow list.

Next new, quality links needed to be created pointing back to the site.

Results

Our link removal process and disavow began in Jan. 2016 and ended in Feb. Link building continued throughout this period and until July. This resulted in organic traffic seeing a continued climb and increase.

To depict the traffic change we compared seven days in July against 7 days in January.

The graph shows a large increase in visitors, but how many more? There was a 92.89% increase in sessions, jumping from 2,716 in January to 5,239 in July.

Why the increase? As mentioned above, remove bad links and add new links was the overall approach. Although there was much more in play with our campaign, this was a major reason of the success. So how does the back link profile look? According to Ahrefs on January 1st 2016 there were 295 referring domains to IceMachinesPlus. Today there are 429 referring domains pointing to the site.

• Update their image
• Create a more ‘local’ experience for each customer
• Increase visitor engagement

• 50% increase in time on site
• 6.8% increase in average pages per visit
• Developed a cleaner and more engaging website

We opted for a cleaner, more streamlined website with less emphasis on ‘options’ and more emphasis on ease of use and attractive coloring.

• Changed the color scheme
• Redesigned the site with more rounded corners, updated fonts and sharper images
• Trimmed down the menu items and combined pages to streamline the site

• Increase phone calls and form submissions
• Improve user engagement
• Streamline the site

• Doubled the amount of calls received
• 126% improvement in time on site

Over 70% of their customers call instead of filling out a form so we had to devise a plan to entice customers to call.

• Added localized ‘areas of service’
• Showcased reviews on Google, Yelp, etc.
• Created landing pages for each city

• Update website
• Increase leads

• Gained an additional 60 leads per month which is over a 400% improvement!
• Updated the website to match the company image

Smoky Mountain had a website that was built by Yellow Pages that didn’t quite capture thier image and wasn’t converting well so we had to make some changes.

• Highlighted their individual services
• Brought attention to their ‘free pickup’ service
• Showcased their amazing reviews and testimonials

• Increase user engagement
• Make the site easy to use
• Help to drive more traffic to events

• Increased average pages per visit from 2.5 to over 4.5
• Improved engagement of videos and content

TEDxGatewayArch is focused on engaging their users and driving them to local events in St Louis.

• Made events easy to see
• Added social functions that were engaging
• Showcased TED videos to engage the users

• Increase sales
• Lower CPA

• Hit target CPA within 6 weeks
• Brought an additional 1000+ conversions per month

This client was struggling to hit their profitable CPA. We redesigned their pages and ran split tests to make improvements.

• Split test different price points
• Made changes to the shopping cart
• Reduced the amount to steps in the checkout process
• Created different landing pages for different traffic sources

• Increase conversions
• Lower CPA

• Increased conversions by 26.65% in only 10 days
• 66.12% increase in visitors adding products to cart

The client needed help increasing their conversion rates without raising their CPA. So we took the challenge and did the following to meet and exceed goals.

• Split test 4 different landing pages
• Added a prominent “Buy Now” button in the header
• Optimized the mobile view to display better

• Increase conversion rate on qualified phone calls
• Decrease Bounce rate (and wasted ad spend)

• Increased Conversion Rate from 4.41% to 9.86%
• Decreased Bounce rate by 7%

The client wanted to generate more qualified phone calls to inside sales reps without breaking the bank for additional ad spend. The ppc was already optimized and performing perfectly, so he wanted to take it to the next level with conversion rate optimization.

• Simplified the graphic design and functionality to eliminate distractions
• Improved the sales copy to hit the emotional triggers of the target customers
• Created one single and clear call to action as the next step
• Integrated a common powerful marketing message across keywords, ad language, headline, and copy
• Offered a free bonus with a deadline to create scarcity and entice them to call today

Note: The following data is gathered from July 21st to August 14th, 2016 and is compared to the previous 25 days (June 25th to July 20th, 2016).

Traffic Before: 696 visitors over a 25 day period

Traffic After: 1,086 visitors over the following 25 days

Improvement: 56.03% increase in visitors

How it impacted business: An additional 390 visitors each month means an additional 8 conversions at the average 2% conversion rate. Currently the improvement is at 56%, but with the rate of improvement we expect to see the number of visitors to continue to increase from mobile. This will ultimately bring in additional conversions from mobile searches.

Previously we shared an article on understanding Google accelerated mobile pages, now we want to share some of our own results. The Adficient website recently went down the AMP road, knowing we needed to jump on the opportunity to get our site AMP ready.

Many digital marketers understand the importance of reaching mobile users. There is much more than just making your site mobile friendly, we knew we needed to reach mobile users through search. Being on a WordPress platform we simply integrated the AMP plugin to our website. Now of course providing AMP with updated content that is compelling is a very important part of the process.

Immediately the Adficient website began seeing an increase in mobile traffic. We compared all mobile traffic from July 21st, when AMP was implemented, to Aug 14th. Now we compared it to the previous period of the same amount of days. The Adficient website had gained 56.03% more mobile traffic in this short time period. The number of new users that came to the site through this time period increased 55.38%.

If you are wondering how you can increase your mobile traffic, we consider integrating your site over to AMP. If your technical team cannot handle the task contact Adficient and let us help you out. Don’t miss out on potential mobile traffic.

Note: The following data is collected from the time period of July 2016 compared with the traffic of July 2015.

Traffic Before: 7,439 (30 days)

Traffic After: 20,814 (30 days)

Improvement: 179.8% increase

How it impacted business: On average 10% of visitors that come to the site end up signing up and depositing money into an account. This is what BingoMania considers a conversion. This means there was an increase from 744 conversions in 2015 to nearly 2,081.

Summary

Ranking an online gambling site comes with many different headaches. Getting good, high-quality links to a site like this is difficult, which results in sites doing anything possible to add new links. This can result in many poor links being added. Too many poor links can result in a suspension by Google or other search engines.

Issue

Although this particular site was not suspended by Google, it was being penalized which resulted in lost rankings. Over the years thousands of links were being created pointing to the site. Some of these links being good, some being harmful, which meant the Adficient team needed to determine which links were harmful.

What Was Done

Our SEO team pulled a list of domains linking to the site and began reviewing each link. This is a process that can take quite a bit of time depending on the link profile of a site. After reviewing the link list we create another list of potentially hazardous links, this is determined by a number of different factors.

Once the poor links list is ready our team must begin removing the bad links. This is done internally and takes approximately 30 days. It is very important to be thorough through this process, the next step involves contacting Google, who require a proactive approach on your part.

Now that many of the poor links were removed it’s time to create our disavow list that will be submitted to Google. The Adficient team has years of experience creating these types of lists and have gotten the process down.

Following the disavow list submission it’s time to begin building new and powerful links. We created new content pieces that were aimed at bringing in new backlinks. It’s important to make sure the links we are creating are high quality and won’t come back to hurt us. We practice quality over quantity. The graph below shows the increase in referring domains to the site.

Results

Removing and disavowing links doesn’t mean search engines will automatically begin ranking your site better. You’ll need to add additional links, keep posting new content, and make sure site fixes are maintained.

Over a year period (July 2015 – July 2016) the site managed to increase its rankings by a total of 1,135 in Google and 1,372 through Bing. We tracked 71 keywords, which is an average position increase of 15.9 by each keyword.

Now, many terms were ranking well, but had lost rankings prior to our link review. Over this time period we noticed many terms on page one begin to gain rankings and move up the search results. For additional information on page 1 ranking increases view an additional case study.

First Page Rankings Results

When the Adficient SEO team began working with BingoMania to increase organic rankings and traffic to the site, BingoMania had a list of poor back links. Through Get Back on Google, www.getbackongoogle.com, BingoMania reached out to the Adficient team and its proprietary work to lessen Google’s penalties.

After the SEO team analyzed all the links pointing to BingoMania, the team reviewed the results with the BingoMania management team and got to work.

Following the poor link removal Adficient began building a custom SEO campaign for the site and agreed with the BingoMania team on which keyword terms to focus. Because the site was experiencing a drop in traffic from the links, the first few months was spent in maintenance mode, re-establishing BingoMania;s search engine reputation. Next, Adficient quickly began implementing the processes required to boost search engine rankings. This portion of the work is tedious, takes hours of detailed work. The chart below is the reward for all of that hard work.

1. Increase quality leads through Google AdWords advertising
2. Decrease ad spending
3. Decrease CPA, or Cost Per Action

• Monthly leads to the site increased from 30 to 66 in just 6 weeks (a 120% increase).
• 30 day spending decreased $31,469.49
• February Cost Per Action (CPA) originally $1,284 and after 6 weeks decreased to $107

• Identify Audience – Adficient helped identify the targeted audience which resulted in more targeted clicks. Wasted clicks diminished, resulting in higher quality conversions coming into the site.
• Refined Ads – The ads running on directsurety.com’s PPC campaign were optimized to entice proper users to click to the site. New ads helped increase the quality of clicks along with increase the conversions to the site.
• Increased Revenue – With the number of quality leads increasing 18% and spending decreasing $62,000 revenue to the site say a big increase. With this implementation quarterly earnings are on pace to save nearly $750,000 over the next 12 months.