Case Study

Brief

Ripon based Truss Loft is a specialist loft conversion company that provides conversion services for recently built houses to create that much needed extra space. A common misconception is that it is difficult for modern “W” shaped trusses to have loft conversions.

Truss Loft however have a clever design system to convert lofts with the minimum of disruption and cost.

Truss Loft has long been one of The WebMarketing Group’s clients and have been using our online marketing services for many years now and already had significant website traffic from search engine optimization (SEO) services that worked to optimise both onsite and offsite elements. Key search phrases were already ranking high and the website’s online visibility was strong.

Truss Loft approached The WebMarketing Group for a redesign of their existing website to generate a greater conversion rate. Conversion rates in online marketing refer to driving a website visitor to take a desired action – be that subscribe to a newsletter, request further information or place an order. In Truss Loft’s case, we redesigned the website to drive visitors to complete an online enquiry form with the ultimate goal of converting a visitor into a customer.

In contrast to many website redesigns, Truss Loft did not need an aesthetic or cosmetic redesign. Truss Loft simply needed a rethink of how their website performed, how visitors navigated through their website and how to best channel visitors to take a desired action. This is where The WebMarketing Group could help as web performance specialists, helping Truss Loft take their website to the next level.

Strategy

The strategy was threefold.
1) Redesign the website to create a more user orientated experience that would appeal to the target audience. This dealt predominantly with the website ‘architecture’, ensuring that key interactive components were readily available to visitors

2) Continue to improve SEO aspects and build search results for key search phrases using long tail keywords.

3) Improve conversion rates using multivariate analysis (M-VAP).

Execution

Our design and development team redesigned the website architecture to ensure that the visitors were very aware of the “Online Loft Price Calculator” – a unique service that Truss Loft use to allow visitors to get an immediate estimate for a loft conversion. As a key interactive tool, it was very important to 1) make sure it was prominent and 2) analyse how best to drive visitors to that website element.

The WebMarketing Group also worked to improve rankings for alternative/longer search phrases by writing articles to be hosted on the website as well as submitting articles that would lead back to the website. The marriage between onsite and offsite SEO had to be perfect to get the best results.

We also used multivariate analysis (M-VAP) to test various subtle site redesigns that analysed visitor trends and movements once on the site. M-VAP uses a portion of live traffic and reviews how visitors react to key elements such as Calls to Action such us “Call Us” – “Request a CallBack” – “Contact Us” etc. As highlighted above, the most important action Truss Loft sought was to drive visitors to the “Online Loft Price Calculator”.

The new website went live in October of 2009 and immediately delivered results.

Truss Loft’s new website looks great but more importantly it functions better due to improved and clearer layout. On top of that several techniques have been used to improve the rankings:-
 

• Several articles have been written targeting particular search phrases and inserted in the website
• Extensive link-building has been carried out to improve the ‘authority’ of the website
• The meta-data (title tags and meta descriptions) have been optimised

Results

Right now the website is always in the top 3 and it is the highest ranking website relating to a company that provides loft conversions.

Not only has traffic increased significantly but most importantly the number of conversions has also risen considerably. Prior to The WebMarketing Group starting work, completed sales enquiries – the target conversion – driven by visitors using the “Online Loft Price Calculator” have risen from 207 to 593 within a month, an improvement of 186%.