Our strategy was adaptive, meaning that we shifted our focus to tasks that mattered throughout the project. Our goals aligned with client goals & expectations.
Our strategy was to incorporate best practice into the website design & platform upgrade. Best practice would help improve user experience which would directly impact conversion performance as well as improving on-site performance metrics & intent satisfaction which would contribute towards an improving organic profile.
We identified as many keyword opportunities from thorough keyword research and marketplace research. Using this data, we developed a content strategy to drive traffic through manufacturer pages increasing relevance and the likelihood of policy purchase.
Part of the strategy involved the sharing of data between marketing campaigns including PPC and SEO, looking at keywords that convert, ascertaining which keywords drive engagement and which do not and leveraging content creation around this.
Using multivariate testing the strategy will be to test which landing page orientations & content combinations / CTA drive best performance in terms of dwell time, reduced bounce, funneled exit rates & conversions.