Women’s Healthcare – Recommendations Result In 82% Increase In Organic Traffic
For over a decade, our client has been offering a wide range of women’s healthcare treatments for rare conditions.
Services delivered
Business insights using in depth website analysis.
The brief
The client needed to identify exactly who is using the website, where the visitors are coming from, how well the website is performing and offer recommendations for improvement.
Red Effect checked the setup of Google Analytics and once happy, used this to analyse visitor channels, engagement and performance.
Red Effect wrote up an extensive recommendations document offering improvements to a number of key areas, for example:
Usability
The website had a lot of extremely useful content buried deep inside the website where no one could find it. We made a number of recommendations to the overall structure of the website as well as adding sub menus to the larger sections.
We also recommended and implemented an internal linking strategy to both help improve visitor navigation as well as improve page relevancy for SEO.
On-site optimisation
The website had nondescript Title tags which weren’t user friendly as well as duplicate content problems. Red Effect rewrote all Title tags and Meta descriptions as well as advising on how to deal with the duplicate content issue.
Conversion optimisation
Whilst the website did have an enquiry form on key pages, it was hidden below the fold and protected by a very difficult CAPTCHA. All of the fields were mandatory and it asked some unnecessary questions. We recommended repositioning the enquiry form so it was much more prominent as well as making the tone of the enquiry form text much more friendly.
Results
We were engaged in mid April 2014 and our recommendations were rolled out throughout May and June, starting with the ‘quick wins’.
Our reports clearly and concisely identified visitor profiles, engagement and website performance.
Our recommendations led to an overall increase in organic traffic of 82%.
