GMR Website Maintenance

Website Maintenance: Case Studies

Keywords Diversification and Visitors

In SEO adding more keywords on your optimization roll gets you ROIs, even though the searches may not large. At a local level it gets you traffic that converts better.

Take the case of Urbanism Furniture, a Costa Mesa (California) based furniture warehouse cum store.

When it came for optimization, its brand was slightly known through offsite marketing. The traffic search was for its brand name.

Traffic from Urbanism before keyword Diversification

After keyword diversification and optimization traffic increased. So did conversions.

At a local level even slight increase in traffic matters because conversion is greater. Having a brand identity along with high keyword rankings results in greater number of clickthroughs by visitors. Once your visitor is on the website, site architecture and content matters.

New Sophisticated Look Reduced Spam

Ready4aChange is a weight loss surgery Mexico site that facilitates lap band surgery, sleeve gastrectomy and gastric bypass in Monterrey Mexico under Dr Zapata.

This site initially approached us for maintenance and moved beyond the realm of an information website to start a successful online business.

They first approached us to convert to a CMS system as it was difficult for them to add or edit content on their own. Apart from it they had several other maintenance issues which broadly were:

• Their forms were plagued by spam mail and it was difficult to distinguish the genuine applications from spam applications.
• They wanted to popularize their season specials offer based on airfare fluctuations as they would affect the overall cost effectiveness for the patient.
• They wanted a landing page for their PPC campaign for split testing.
• Basically they wanted a better site as their competitors had moved ahead of them

Ready4aChange before it came to us

Here’s a brief overview of what we did for them:

1. Reorganized the content giving it a less cluttered look at the same time ensuring that visitors got the relevant information.
2. Added metatags and optimized the coding by doing the keyword research well ahead of reconstruction.
3. All old pages were redirected to the new pages ensuring that no link juice was lost. This was possible because we are a website marketing company too and an alert employee pointed out the implications of loss of links to the site owners.
4.  Added verification captcha to forms so that only humans would be able to fill them.
5. Changed the look of the website to something sophisticated so that the website seemed to exude a high standard keeping spammers away.
6. Added a blog to ensure that the site always had fresh content.
7. The hospital already had international credibility we just ensured that visitors to the website knew about it.
8.  Completely created a well designed landing page that increased conversions by 7% for their PPC campaign.
9. Put the season specials on the right top space where it would be easily visible.

Ready4aChange in its interim phase

Note the flags on the top banner. These flags were removed and replaced by the quality seal of Approval. Instantaneously spam application (even after captcha) were reduced further by 3.7%. Moreover visitor conversions increased from 3% to 11.7%.

Ready4aChange as it is now

We know that website conversion is a matter of constant evolution and efforts. We picked up Ready4aChange for our case study because their owners were in constant conversation with us telling us about their clients profile and giving us feedback. The best of the efforts can fail because of indifference and lack of interest of the website owners.

The Issue of High Bounce Rate and Website Maintenance

Bounce rate is a term used to denote the percentage of visitors who leave your website immediately after linking on the link to your website.

If your visitors leave soon after they click on a link to your website, it’s like visitors leaving on the doorstep of your store. Rankings and traffic are useless statistics if you have a high bounce rate.

United Virtual Office is a provider of virtual offices all over the US. Name any city and they have a virtual office list. However despite excellent customer services and seamless website transactions the bounce rate was high as 67% when it came to us.

For a month we tracked the website on the following aspects

(Okay yes, we apply our minds in website maintenance too…It’s not as mundane as you think)

1. Relevant Traffic
2. Visitor Intent
3. Usability

To track relevancy we tracked the organic searches that the site was showing up for.

We found that the searches and the content matched. So that was struck off the list.

From the page views we learnt that once the visitors stayed on the site they browsed long enough to make conversions easy.

That bought us to usability.

The site had a clean interface, attractive flash image but… ah here was the catch. The loading time was way above the accepted loading time almost 150% on all connections.

United Virtual Office

The reason? Well. there were two.

1. The site was made up in iframes (a website architecture in which a site calls for content from another website)

2. The first object to load was a huge video and flash image object.

Once rectified the bounce rate came down to 49%.

However, this was still unacceptable. Next we added content to the home page and the bounce rate came down to an acceptable 32%.

United Virtual Office

Website maintenance is just not adding content but also involves analyzing reasons for a sites performance and improving upon it.