How Receptional helped quadruple NQA’s conversion rates

How Receptional helped quadruple NQA’s conversion rates

In 2014 Receptional worked with NQA (the management systems certification provider) on an overhaul of their website. Receptional’s role was to create a new design for the site and to provide SEO support. A key aim was to engage the site’s visitors more effectively.

Before the site redesign, conversion rates were languishing around at 1.75%. After the relaunch, conversions shot up to 6.76%.

That’s almost four times as many conversions from a similar level of traffic.

Objectives

At the start of the campaign, the client’s aims were to:

  • Restructure the business’ international presence, consolidating its different domains and sub-domains.
  • Update the site’s branding to match its offline presence.
  • Increase traffic levels.

Possible obstacles

NQA provides professional services (training and consultancy) in more than 30 countries around the world. In 2014, there were a number of problems with its existing website:

  • The site’s branding was out-of-date and in need of a refresh.
  • From an SEO perspective the site was poorly optimised. Searchers in one country often found content relevant to an entirely different country when searching on Google.
  • In part this explained why the website attracted lots of traffic but few conversions.

How we helped

Here’s how we helped:

  • We conducted keyword research to pinpoint exactly what the business’ potential customers are looking for.
  • We created new page designs and provided usability recommendations to ensure the site’s visitors can easily find the content they’re looking for.
  • We reviewed the site’s international SEO to ensure its pages appear in Google’s results internationally.

The results

Before the site redesign, the site’s conversion rates were languishing around at 1.75%. After the relaunch, conversions shot up to 6.76%.

Traffic numbers were unaffected by the site redesign. The table below shows how the quality of the traffic – and conversion rates – increased. The change is particularly marked for organic traffic where conversion rates rose 10-fold. In part, this is a result of improved international optimisation – searchers are finding relevant content.

Convertion RatesBeforeAfter
Organic Traffic0.95%8.92%
Mobile Traffic0.33%2.01%
All Traffic1.75%6.76%

What’s more, the site’s bounce rate improved too: it dropped from 68% to 46%, which suggests users are more engaged across the site.

The success of the relaunch generated substantial cost savings in the firm’s paid search campaigns. Cost per click dropped from £2.40 to £1.60, saving over £1,000 a month in ad spend.

What the client says

“Our global website had been around for a long time and badly needed a refresh. We needed to align our old dated site to our new modern and stylish brand, but even more importantly we needed to improve our natural search ranking globally. Receptional helped us plan a site that not only looked good, but also attracted the traffic we wanted, from the correct countries.”

Rowan Cammarano

Digital Marketing Manager

Drum_Dadi-AwardsThe project has been nominated in the professional services category at the 2015 Dadi awards.

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