Oxford Quality Centre

Client:

Qualitation offers specialist support for organisations working towards ISO Quality Standards. With 100% of their clients achieving ISO Certification, on the first attempt, they can clearly demonstrate their expertise in this field.

The challenge:

Qualitation had recently had a website built and was investing in marketing but were failing to generate sufficient leads. The company wanted to improve performance without starting from scratch. They were keen for us to restructure the site and implement a long term marketing strategy.

Website Review:

We started with a website review. This helped us to identify the strengths of the current website, along with areas for improvement. It was immediately clear that the web pages hadn’t been optimised.

We organised a meeting to debrief our findings, based on web analytics, and to review existing marketing plans and advertising campaigns. With the review data and KPIs, we could suggest improvements to benefit both the website visitor and the efficiency of marketing plans. We recommended ways to enhance the user experience and consolidate the marketing budget.

The solution:

Keyword research was critical for informing the revisions made to the website structure, content and marketing strategy. Our work included improving the navigation through the site, promoting the benefits of ISO Certification and reducing the number of calls to action.

We considered how each aspect of the website restructure would impact on the longer term digital marketing plan. We reviewed the results of existing marketing avenues being used by Qualitation. This determined which were generating a return and which needed to stop.

We set up a Google AdWords campaign, created new landing pages and started writing and posting monthly blogs. The initial 6 months plan was extended, with alterations to suit new services and the company mission.

The Results:

The restructured Qualitation website increased session duration by 50% and average page view per session (from 1.6 in 2016 to 2.35 in 2017). Below are two examples of improvements in the quality of traffic:

• Referral traffic went from 4.3k with a bounce rate of 93% in 2016 to 5k with bounce rate 89% in 2017.
• Paid traffic (with minimal changes to the budget) increased from 3.08k in 2016 to 6.96k in 2017

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