SEO and Conversion Rate Optimisation (CRO) Case Study
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With one of the largest online databases of literary agents in the UK and US and with a business model that revolves around Ecommerce, Agent Hunter’s digital marketing has to be spot-on.
By offering something fairly unique yet popular, Agent Hunter has experienced a steady rate of growth.
Agent Hunter’s first digital marketing campaign objective was to increase the level of lead generation within the agreed CPA. The campaign would initially run for a period of 6 months, with the results evaluated before deciding on the next phase.
To deliver the leads at the target CPA it was clear that not only would the traffic generated by the marketing campaign need to be high but the conversion rate of the landing page would need to increase as well.
With this in mind, Flow20 set about launching a SEO campaign comprising of about 40 short and long tail keywords to target clientele at various points across the user-journey. At the same time, a Conversion Rate Optimisation (CRO) campaign was undertaken to help convert as much of the incoming traffic as possible.
As opposed to the service landing pages, which were the focus of the SEO campaign, the CRO campaign entailed carrying out A/B testing of the prices page as well as fine tuning the checkout process to increase conversion and reduce abandonment rates.
Over the course of the campaign, Agent Hunter’s website experienced a steady increase in most of its KPIs: organic traffic, page views and the all important Goal completions.
At the end of the 6 month period traffic and revenue had more than doubled.