The Process
Across the board increase in traffic by source!
Direct +31% YoY Increase
Organic+11% YoY Increase
Paid +223% YoY Increase
Referral +770% YoY Increase
Social +100% YoY Increase
Display +39% YoY Decrease
Email Increase from 14 users in T12 to 20,080
Tactics Employed
Content Optimization for Improvement in Organic Results
A comprehensive content strategy and technical review of the website to improve keyword performance.
Paid Campaigns
An overhaul of AdWords campaigns, lowering cost-per-click and increasing click-thru-rate.
Referral Sources
Improved navigation between classroom website and e-commerce website, to increase repeat business.
Social Media Management
A monthly, multi-platform social calendar, combining educational posts, industry news and promotion.
Marketing Automation & Email Marketing
A monthly email calendar to fully leverage the different segments of a 90,000 contact email database.
In addition to driving more traffic to the website, a key focus was an improved user experience.
A counter intuitive website architecture and navigation, plus a poorly devised inbound linking strategy led to a high bounce rate and low average pages/session. By improving the navigation, user experience and website design, we were able to dramatically improve the time visitors spent on the website, as well as number of pages they visited, reducing bounce rate and increasing average page views/session.
Clear Calls-to-Action
IMG updated CTA’s to make them more visible and help guide customers towards conversions.
Visuals
New images instantly lifted up the webpages and provided a more visually appealing experience for website visitors.
Navigation
A new, simpler and intuitive navigation bar helped guide visitors to the content that they need and make the the website easier to explore.
Footer
The old footer contained nothing more than a website logo and social media links. IMG updated the footer to include useful links, contact information and support hours to create an all around smooth user experience.
Driving traffic to the website was a substantial focus for us, but with that we wanted to increase user engagement. By creating a robust content strategy consisting of blogs, email nurturing campaigns using marketing automation and consistent social media posting and management of communication, IMG helped increase WEBSITE ENGAGEMENT & CONVERSIONS.
The average session duration increased by 159% in the first year of engagement. Improving the user experience impacted the time users spent on the page as well as page views. The total page views increased by 1,146% over the first 12 months.