Increase organic traffic and improve lead conversions
Methods
Workshops
Keyword Research
UX Research
Stakeholders
Product team
Marketing team
Senior Leadership
Year
2022
Service
Commercial
Location
India
The metrics
Key Result
5x
Increase in conversion rates within 6 months.
3x
Growth in organic traffic within 6 months.
Why?
Outlining the Problem
SaaS Platform Z’s existing product landing pages were underperforming in terms of both traffic and user engagement. Challenges included:
Ineffective use of keywords, resulting in low search engine rankings.
High bounce rates (55%) and low session duration.
Lack of compelling CTAs, which hindered lead generation.
Outdated design and layout, leading to poor user experience.
How?
The Approach
The project involved revamping all the product landing pages. This case study focuses on one page: the "SMS Automation" landing page.
Step 1: Research and Audit
Conducted an SEO audit using tools like Ahrefs and SEMrush to identify:
Underutilized high-value keywords.
Competitor strategies for top-ranking pages.
Analyzed user behavior through heatmaps and session recordings to pinpoint drop-off areas.
Benchmarked metrics:
Bounce Rate: 56%
Session Duration: 0:18 min
CTR: 3.1%
Step 2: Content Strategy
Selected 10 high-value keywords relevant to SMS automation, including:
"text message automation"
"automated texting software"
"best SMS automation tools"
Created a content structure focusing on:
Clear headlines and subheadings optimized for keywords.
Detailed feature explanations with user-centric language.
Testimonials and case studies for social proof.
Step 3: Design and UX Improvements
Introduced a modular layout with clear sections:
Hero Section: Strong headline ("Streamline Your SMS Automation") with a clear CTA.
Feature Highlights: Icons and short descriptions for key features.
Customer Success Stories: Real-world examples to build trust.
Pricing Comparison Table: Transparent plans for easy decision-making.
Improved readability with optimized typography and whitespace.
Step 4: Technical SEO Enhancements
Implemented schema markup for FAQs and reviews.
Optimized page loading speed by compressing images and reducing render-blocking scripts.
Built internal links to drive traffic to other related pages.
The impact
Results
The "SMS Automation" landing page showed significant improvement across key metrics:
Key Learnings
Key Takeaways
User-Centric Design Increases Engagement: Improved layout and readability enhanced user experience, reducing bounce rates and increasing session duration.
Data-Driven Iteration Ensures Success: Leveraging analytics and user behavior insights resulted in focused improvements.
Content Optimization Drives Traffic: Strategically using high-value keywords and engaging copy improved SEO rankings and CTR.
KPIs
Organic Traffic Growth:
Traffic increases significantly over time due to SEO improvements, with a notable jump in sessions after optimization.
Click-Through Rate (CTR) Improvement:
Optimizing titles, meta descriptions, and rich snippets leads to a higher CTR (e.g., from 2.5% to 7.2%).
Bounce Rate Reduction:
Engaging, relevant content and a better user experience help reduce bounce rates (e.g., from 60% to 40%).
Increased Session Duration:
SEO optimizations like improved content quality and internal linking result in users spending more time on the page (e.g., from 1:30 min to 3:10 min).
These stages show the impact of SEO efforts over time. SEO typically shows gradual improvement, with some quicker wins (e.g., CTR, minor keyword ranking gains) and longer-term growth in organic traffic and engagement (e.g., bounce rate reduction, session duration increase).
Keywords derived from scrutinizing high-ranking landing pages on Ahrefs.
(keywords that were used are marked in green, we had aimed to used 15-20 that fit into the content organically instead of keyword spamming)
