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A worldwide provider of laboratory standards needed to increase product sales.

Arc Intermedia started with a new organizational structure and user experience for the website, guided by best practices for search engine optimization. The goal was to refocus attention on a more user-friendly shopping cart, while still telling the organization’s story and providing value to all visitors, in a way that ensured top visibility in search engines. We then also employed retargeting ads to attract users who previously abandoned the cart prior to checkout.

Transactions for the new version of the site rose more than 1,000% over the previous version.




Search Engine Optimization Makes up 70% of All Traffic

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Increase in revenue in first month of new site

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Search engine visibility for target keywords

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Rate of revenue coming directly from SEO efforts

The ROI for product sales via Arc Intermedia’s efforts has been outstanding. Their SEO drives the same amount of revenue as all other traffic sources combined.

A Deeper Dive

We’re proud to provide additional detail on how we directly improved ROI for this organization through increased sales of laboratory standards.

SEO

It all starts with SEO. Arc performed search engine optimization services even before the website rebuild. As with all SEO projects, we started by trying to understand the search landscape. Who searches for this need, how do they search, and what are they after? This industry proved particularly interesting, as some searchers knew the name of the specific manual or standards they needed, while others started top level with their general laboratory focus and then needed guidance to hone in.

We built out broad pages to attract the top-level searchers. We also focused on individual product pages to facilitate e-commerce. We unearthed all the non-branded keyword terms the site could support and recommended new content creation for the important terms the site wasn’t able to support. We then went to work reshaping content, building links, and more, all while paying close attention to the impact of our efforts.

That impact was almost immediate. Nearly two-thirds of all site traffic comes from search engines.

And then, when it was time to build a new site, we knew it had to be done with SEO in mind.

Development

Site hierarchy, URL construction, URL redirects, appropriate amounts of useful and informative content – all this and much more goes into the SEO foundation of website construction. And we got to ensure this new website was built from the ground up with proper SEO in place.

But we also wanted to ensure the site presented an ideal user experience. That centered on two core aspects:

  • Simple-to-understand navigation across the multiple aspects of a non-profit standards body (the actual standards to be accessed, membership sign-up and administration, volunteer work, etc.)
  • An intuitive (and even fun) shopping cart

We completely rethought how the shopping experience should work, integrating it effortlessly into the core site, so that no matter what page users were on, even an educational blog post, they could still access their shopping cart and the laboratory manuals they needed to purchase. We also better bucketed out and delineated the various sections, allowing specific audiences to more easily reach and stay in their intended areas. We created new sections that cleanly and visually told the important story of the organization. And we designed the whole thing to look more professional, befitting the go-to resource in the industry.

The result: Improvements in all engagement metrics such as time-on-site, and a sustained increase in both purchases and revenue.

 

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