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Bruce Clay
I'm truly impressed they can do conversion-optimization consulting in addition to offering that high-quality suite of software tools.
BACKGROUND
BACKGROUND
Bruce Clay Inc. is an SEO Agency founded in January 1996. Although it is known as a trusted source for how-to information in SEO, Bruce Clay Inc. also provides pay-per-click (PPC) advertising management, content development, and social media marketing services.
The team at Bruce Clay was looking to increase the number of leads generated from different traffic sources. They also needed to ensure that MQL to SQL ratio improves.
THE CHALLENGE
Bruce Clay Inc. hired Invesp to help optimize their site and paid media landing pages for conversions. Their website was
optimized for search engines, and this was helping them attract more traffic. Having a good traffic
flow meant that the Bruce Clay website was getting more opportunities to convert potential
customers.
However, their conversion rate was still not impressive.
“We’re not experts at conversion optimization, so we needed outside expertise in getting people to respond to CTAs and managing a conversion funnel.”
Mike Terry,
Director of Innovation
In this case, “managing the conversion funnel” for Bruce Clay Inc. meant being responsible for
turning their existing web traffic into paying customers.
In a short time, our team had to put together a structure that effectively supports conversion
optimization. The number and quality of MQLs generated from the different landing pages increased.
Laying down a clear process for conversion optimization solved half the problem. Our team had to
encourage a culture of optimization where everyone at Bruce Clay Inc. follows a scientific
hypotheses prioritization framework.
THE SOLUTION
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer,
and senior frontend developer.
Using our SHIP optimization process, which includes different conversion research techniques such as
expert reviews, user behavioral research, and JTBD interviews, our team identified conversion
opportunities on the Bruce Clay site and marketing campaigns.
“They have a framework they use called “Jobs-to-be-Done.” Their team walked us through it, our team was able to assess which keywords resonated with our targeted audience, and it was very eye-opening.”
Mike Terry,
Director of Innovation
Our optimization process also helped us unearth close to 80 conversion bottlenecks that pulled Bruce
Clay’s potential clients away from the conversion path.
Using our prioritization framework, the team ranked the issues to determine which issues will most
impact the bottom line while requiring the least effort.
“It’s obvious that the plans they implement will be better than anything else we’ve done so far. The knowledge transfer and the expertise we’ve already gained has been great.”
Mike Terry,
Director of Innovation
Having mapped out the exact testing landscape, we launched 2 to 4 experiments every month to
determine the site’s ideal optimization treatment.
Our team conducted weekly status meetings to keep the Bruce Clay Inc. team updated about the
different experiments’ status, discuss new testing plans, and receive feedback on the current work.
“Khalid is great at managing our needs as a client, and we have weekly calls. He’s extremely personable, makes us feel at ease. Overall, the team is proactive, energetic, creative, and effective.”
Mike Terry,
Director of InnovationTHE RESULTS
The primary goal, which translated as a conversion action on the Bruce Clay site, was for prospective clients to
fill a lead form.
After implementing the conversion strategies based on our research, Bruce Clay’s conversion rapidly increased
without increasing the site traffic.
“It’s obvious that the plans they implemented were better than anything else we’ve done so far. The knowledge transfer and the expertise we already gained was great. They have high-level professionalism, and that’s reflected in the product suite they offer clients. It’s very polished and shows that they’re an organized business from top to bottom.”