Improved Conversion Rates

A case study on a financial services company. It included complete online solutions from website designing, website development, branding, email marketing. Internet marketing, website hosting and website maintenance.
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Client

The client is a N.Y. based corporate finance boutique. A market leader in raising growth capital for New York State business, its growth capital comes in the form of mezzanine debt, private equity and venture capital.

Overview & Challenge

The client had five main concerns regarding their website:

  • Less search engine traffic from natural search
  • High recurring cost in paid campaigns
  • Not many enquiries
  • Too many non-targeted customers
  • Not ranking in top 20 for vital keywords in Google search results
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Solution

Our team at Adroitte did an initial analysis on the website to understand core issues and root causes better:

  • Traffic Analysis
  • Keyword analysis
  • Competitor Analysis
  • Competitor traffic source & keyword analysis
  • PPC cost Vs conversion analysis
  • Navigation & Design study

Based on our detailed study, we found that the site needs activities at different levels and areas. The team decided on a three phase plan which would span four months.

Phase I
  • Keyword selection
  • Rework on content density & navigation on the official site
  • Create blogs
  • Create two keyword based sub-sites
Phase II
  • A/B testing on top landing pages
  • Add articles and content to blog and sub sites
  • Increase backlinks
  • Create social media profiles/pages/groups on popular social media networks
  • Press Releases
Phase III
  • Implement results of A/B testing
  • Newsletter promotions
  • Funnel setup and improved analytics reporting
  • Deep linking between main site, sub sites & blogs
  • RSS feed syndication to 20+ social media sites.
  • Start reworked PPC campaign
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Results

  • 121% increase in natural traffic.
  • 43% reduction on PPC costs.
  • 11 keywords started ranking in top 20.
  • Leads increased by 37%.