BUSINESS GROWTH NOT JUST TRAFFIC GROWTH
A tale as old as time; your website is receiving lots of traffic, but the leads and sales are lacking. Traffic alone is a vanity metric, it can look great on paper but is meaningless if you are not attracting the right people.
This comes back to ensuring your strategy has a human focus. Numbers are just numbers, you need to delve deeper into the users behind the screen to determine if the strategy is aligned with their needs if you want to convert them.
We focus on delivering tangible impact, not just traffic growth. When a potential client comes to us with this challenge, we have a clear process that we follow.
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DISCOVERY KICK-OFF
We can’t do anything until we get to know your business, we need to understand what you do, who your clients are and what the purpose of the website is within the overall business strategy. This is a great opportunity to get under the skin of the website and to understand from a business perspective what is expected of the site. Through this discovery, we would delve into the content of the website and understand its intricacies e.g. is there a big support section that is for current customers etc.
By getting to grips with this, when we start to audit the website traffic we will be able to segment any traffic that is not there to convert - this will give us a better indication of the conversion rate for the website.
ANALYTICS & TRACKING REVIEW
With our team having a better understanding of the website, our next step is to get into the data, this may be Google Analytics or it may be any other web tracking software you are using. We will also use our own tools of choice to look at keyword rankings, market share analysis and search visibility. If online ads are being run, we will request access to review these accounts as well.
This will help us to see where the traffic is coming from and where on the website it is landing. We can then start to get a clear picture of the different types of users and what journey they take on the website.
At this point if you have audience personas in place we would aim to overlay this data, if not, we would suggest that creating the audience personas would be a very worthwhile exercise.
Tell us more about your challenges“Our challenge was to increase website traffic for our airline academy business through digital channels to maximise lead generation. Reflect conducted a detailed analysis of our digital presence/activities and made recommendations on technical SEO, keyword optimisation and content strategy that transformed our organic search visibility and rankings, ultimately driving more qualified traffic to our academy website.
The team are proactive, super responsive and always ensures deadlines are hit. Analysis and reporting are well presented and digestible, which helps inform future decision-making. Since appointing Reflect, we’ve seen our organic lead generation increase by approximately 65% YOY across the US, UK & Europe.”
