Destination Queenstown
How audience segmentation and targeted CRO boosted conversion rates for Destination Queenstown by 5%, driving deeper engagement.
The PARTNER
Modica Group is a SMS software company that enables enterprise organisations to message at scale. It was time to update their website and through this process, they wanted to improve the navigation and information architecture to better communicate their offering and convert leads from a variety of industries.
Data Story Services
Website Development
Search Engine Optimisation
Analytics & Tracking
Quick WINS
The CHALLENGE
Modica's existing website architecture made it difficult for potential customers to clearly understand how the product could solve their specific needs.
Previous efforts to communicate the value proposition were broad and not industry specific.
This meant there were missed opportunities to convert high-quality leads.
In addition, SEO efforts were previously focused on highly competitive terms like “SMS API” where it was challenging to get cut through in a large industry.
THE STRATEGY
We focused on improving information architecture, tailored navigation and SEO keywords
What we did:
During a thorough research and data analysis phase we identified the challenge of a broad and untailored navigation resulting in lower conversions. We improved this navigation.
We then redeveloped the Modica Group website with a focus on improving the information architecture by creating pages for unique industry-based solutions so that web users could understand the software for their particular use case. For example, the finance industry and 2fa.
Another key goal was to improve SEO, with the challenge of ranking for competitive SEO terms, we changed the strategy to focus on longer- tailed solution and industry based terms. We wanted to own niche use cases and topics, which resulted in Modica Group seeing strong performance in their SERP.
During a thorough research and data analysis phase we identified the challenge of a broad and untailored navigation resulting in lower conversions. We improved this navigation.
We then redeveloped the Modica Group website with a focus on improving the information architecture by creating pages for unique industry-based solutions so that web users could understand the software for their particular use case. For example, the finance industry and 2fa.
Another key goal was to improve SEO, with the challenge of ranking for competitive SEO terms, we changed the strategy to focus on longer- tailed solution and industry based terms. We wanted to own niche use cases and topics, which resulted in Modica Group seeing strong performance in their SERP.
The results
The improved navigation and information architecture has helped Modica Group to better communicate their offering and convert leads.
Deep data analysis and heat mapping to understand friction and drop off flows from Modica Groups customers. Resulting in a change of navigation and information architecture structure to highlight key industry services offered.
SEO keyword analysis to discover highly competitive keywords that aren't providing results and switching to niche indsustry specific long tail keywords for a more relevant user experience.
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Key Takeaways
Make it simple for your customers to find what they need when they need
Use high intent long tail keywords to cut through the noise and competition to drive meaningful results
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