Archive

Case Study: One Activity Improved Conversions (and Rankings, and Shares…)

activity improved conversions
Valeria
2nd March 2015

Conversions are essentially the reason why most business sites exist; while traffic and engagement metrics are important in understanding how people get to the site and travel through it, everything that we do when working on a site is geared towards getting those enquiries or sales.

The Challenge and the Solution

One of the simplest ways of convincing and converting your traffic is to show them what you can do, which is exactly what we did for a loft conversion client in Hertfordshire. The site had plenty of relevant content and a robust architecture, but visitors were getting turned off by the case studies on the site. The pages that were meant to convert visitors actually had the highest bounce rate because of the dark photographs, clutter, and bad angles.

Luckily, the solution was simple; upgrade the imagery. Our photographer spent a few days visiting the clients to take photographs of their completed loft conversions using wide angle lenses and the right aperture to show the loft conversions at their best.

Improving Conversions Through Good Photography

As with any content, it was essential that we used these new images intelligently to make the most of the client’s budget. We wrote up was case study in full to include information about the specific work, location, and client testimonials – this meant that each case study contributed to the local rankings, client reputation, and rankings for the long tail phrases.

Instead of featuring all of the photographs on the site, we only featured half on the site and used the other half to pitch to interior design blogs and relevant sites to further bolster the rankings and gain links.

The Result

The conversion rate improved significantly; the pages gained additional traffic thanks to improved local SEO, while the imagery finally started converting visitors rather than pushing them off the site.

monthtomonth

The bounce rate for the case studies was cut in half as visitors found the images more appealing and had more trust in the company’s work.

Year on Year

January’s traffic often higher and conversions can receive a natural boost as people look at booking renovation work in the New Year. We needed to compare the results year-on-year to ensure that it wasn’t simply the result of good timing rather than good imagery.

We compared the results to the previous year, and found that the results were even more pronounced:

yearonyear

Better Rankings and More Social Shares

The primary aim was to increase conversions, but as always we aimed to make the most of the client’s budget and our work. The improved photography also helped us:

  • Increase social shares on Twitter, Pinterest, and Houzz
  • Improve local rankings
  • Improve long tail rankings for phrases based around the client’s services
  • Increase social traffic
  • Reduce bounce rate from the case study pages

Small Changes Can Make a Big Impact on Conversions

The human brain processes images far faster than text, so businesses simply can’t afford to have bad imagery on the site (especially when it involves photographs of the product). It’s amazing how much you can achieve with just a day or two of photography – especially in an industry where a lot of competitors don’t pay attention to this aspect of their marketing.

 

Lets Get Started Contact Us
Latest News
Better Than #1: Getting to Position 0 on Google
Until very recently, the majority of SEO efforts were focused on ranking on page 1 and in position 1 for chosen key terms, usually based around your products, services, and service location. Two years ago, Google introduced Featured Snippets, which are slowly changing how people use Google and therefore changing...
SEO Trends to Consider in the New Year
It’s that time of year where the Internet becomes increasingly buried in reflections of the past year and forecasts of what lies in the year ahead, particularly for digital marketing and the technology industry. Not only has demand from consumers increased but market conditions have become more unpredictable than ever,...
Goodbye 2016!
Saying that it’s been an eventful year is a bit of an understatement. Tiger populations and referendums aside, 2016 has definitely been one of busiest years ever with more sites going live, more SEO being booked, and more seminars delivered than ever before. Here’s a quick overview of what we’ve...