How did we help?
- Dramatically improved revenue generated
- Boosted their conversion rate by improving customer journey
- Improved organic search traffic that had intent
£340k in revenue
generated in the 1st year
97% increase in
overall conversion rate
1,728% boost in
organic search revenue
The Challenge
Despite having a relatively new website, it didn’t give off the vibe that EduLab were a leading global supplier and expert when it came to equipment and supplies for laboratories.
They had an average of 9k visits each month, which was mostly from blog content. But the site had only generated £60k in the previous 12 months from all traffic sources and just £13k organically.
We needed to dramatically improve a conversion rate that stood at just 0.21%, as well as EduLab’s profile, for them to start realising the website’s potential.
The Solution
The first and most important task of the whole campaign was to thoroughly analyse EduLab’s traffic data. Combining this initial research with our analysis of how their traffic behaved and converted, it gave us valuable insight into their customer’s user journey.
It was so clear that people visiting the site were put off by a lack of access to find what they wanted, despite the products being available, and by what they needed to do to purchase their items.
We then got to work implementing a fully co-ordinated, content led organic search and CRO strategy to not only improve how customers used the website, but to dramatically improve their search visibility for categories and products.
Key Aims
Journey
Enable users to find products easier and improve path to converting.
Visability
On mass content deployment throughout the site to improve SERPs.
Revenue
Aim to improve overall conversion rate from 0.21% to above 1%.
The Results
Our continued partnership with EduLab was established following strong year on year performance improvements to both their overall and organic revenue. The success of these amazing results, within a highly competitive and ever evolving industry (not to mention the fact their main target audience suffered heavily during the early stages of the COVID-19 pandemic), allowed us to deliver on a combined search strategy with new and ambitious goals to ensure EduLab’s brand remained a leader and competitive within their market.
Our digital marketing campaign was also recognised by the UK Search Awards 2020, which Feel was shortlisted for Best Use of Search – Retail / eCommerce and Best Low Budget Campaign (SEO).
2,422%
increase in overall revenue in the first 12 months.
1,217
transactions despite the effect of COVID-19.
2,363%
increase in organic search traffic.