We started with a detailed SEO audit to understand the greatest areas of opportunity for the Blinds Company website. The outcome was recommendations affecting everything from site structure, to content, to technical SEO factors. This was put into an implementation roadmap that was shared between Yoghurt, The Blinds Company and their web developers.
In terms of paid search, we rebuilt the account from the ground up. New account structure, new ad groups, new keywords, new ad creative and a new bidding strategy - we attacked the paid search campaign from every conceivable angle. This resulted in immediate improvements in quality scores and, by extension, the average cost-per-click. The campaign was now spending less than it was previously, but delivering the same amount of traffic and generating more revenue.
From a conversion optimisation perspective, our initial recommendations were based on best practices, a Google Analytics analysis and several qualitative data points. Many of the changes we recommended were tweaks that were too small to test individually, but we knew would make a noticeable difference once they were all implemented on the live site.
As we continued to make changes to the design and usability of the website, other channels started to experience increases in conversion rate and revenue. Our multi-pronged approach to the online growth of The Blinds Company created an effective interplay between their various traffic sources, leveraging each other’s success and delivering record numbers.