We were recently tasked with boosting web inquiries for a specific range of products on a client’s already high-performing website. To do this, we analyzed search performance and user engagement for these products, and developed a comprehensive plan to improve performance—resulting in significant results.
Search Performance Analysis
To begin, we assessed search engine rankings and performance data. While search performance for the website as a whole was good, the target product pages were lagging in their rankings, and their click-through rates were disappointing at less than 1%. This told us that significant SEO work was needed to increase search visibility and click-throughs to these pages.
User Behavior Analysis
We also needed to know more about how users were interacting on these product pages. We scoured analytics data and user behavior heat maps to identify key actions to capitalize on as well as behaviors to improve upon. While we found some encouraging areas of user engagement, we saw that only 7-13% of visitors were scrolling down far enough to engage with the only call-to-action on each of these pages. Important changes were needed on page layouts to get users engaged and inquiring.
The Improvement Plan
Our work included a robust plan to improve search performance and user engagement. Using keyword research and SEO best practices, we optimized metadata and page content to improve rankings and click-through rates. We also leveraged our UX data to improve page layouts in meaningful ways, such as promoting popular downloads and adding an immediately visible call-to-action. And we added more effective and engaging page content, such as FAQ panels.
The Result
Our improvement plan resulted in a significant increase in traffic, click-through rates, and engagement on the affected pages within 3 months. To start, the search visibility of the improved pages increased by 10%, with a 55% increase in traffic from organic search. Each page also experienced a double-digit increase in click-throughs. The new call-to-action panel is receiving 70% engagement by page users, and the bounce rates fell by 10%. With overall higher engagement across pages, higher visibility in search results, and higher keyword rankings, our client is thrilled with these page improvements.
