Site Renovation Client

Situation

• The Site Renovation Client engaged LSFinteractive to complete a site renovation along with ongoing site improvements to increase qualified traffic to the site and leads through Paid Search and Search Engine Optimization for their website.

Approach – Initial Site Renovation

• LSFinteractive worked with the Site Renovation Client prior to the site redesign, providing ongoing input to make sure the redesign involved best practices for increased lead generation. This strategy work/workshops included:
  • Website Assessment
  • Situation Analysis
  • Value Proposition Assessment
  • Visitor Path Engagement Design by Segment
  • Advanced Site Architecture Work
  • Competitive Research

Strategy -- Continuous Site Improvements / Recruitment of Qualified Visitors and Leads (Organic Search)

• The initial strategy work also included a full SEO Assessment and Recommendations Report. This report was designed to help the Site Renovation Client create an organic search friendly site. Ongoing services include:
  • Keyword research
  • Inbound link building
  • Copy optimization
  • Index, rank monitoring
  • Competitive analysis through Adgooroo
  • WebTrends tracking and analysis
  • Siebel source code integration

Strategy -- Recruitment of Qualified Visitors and Leads through Paid Search.

• This campaign also included Paid Search along with SEO. LSF completed keyword research and developed a messaging strategy for the initial implementation of the Site Renovation Client's paid search program.
  • Focus on Google, Yahoo! and Business.com
  • Message creation and testing
  • Automated bid management
  • Landing page testing
  • WebTrends tracking and analysis
  • Siebel source code integration

Results – Overall Site Visits and Leads

• The charts above illustrate the remarkable improvement from LSF's efforts.
  • Visitor growth of 38% Q1 2007 to Q3 2008
  • Lead growth of 68% Q1 2007 to Q3 2008

Results – Organic Search Leads

• Organic search leads increased dramatically during the campaign:
  • 233% increase when comparing Q1 2007 to Q3 2008

Results – Paid Search Leads

• Over an 18 month period we tracked a significant increase in leads along with a reduction in the Cost per Lead (Q1 2007 through Q3 2008)
  • Leads increased by 88%
  • Cost per Lead decreased by 476%

Results – Non Search

• Non-search efforts are often a branding tool as they are not "demand generated" like paid search and organic search. However, as we continuously researched and tested for new, optimal placements, LSF was able to find the right mix of complementary branding and lead generation efforts.
• Non-search usually carries higher costs, therefore, in order to insure higher ROI from these efforts it is critical to "test" each new placement and to negotiate hybrid pricing models with bonus placements, and other unique opportunities (such as developing a white paper for "Physician's Practice" which was a value-add that provided additional visibility). Stretching the Media budget keeps costs in line while increasing leads.
• The media campaign resulted in vast improvements with a 9% increase in leads Q1 2007 – Q3 2008
  • 87% decrease in cost per lead

Results Dashboard – Performance vs Goals