Bruce Clay

I'm truly impressed they can do conversion-optimization consulting in addition to offering that high-quality suite of software tools.

Lead Generation
B2B
Medium

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.

Challenges:

  • Craft a conversion optimization strategy that is tailored to increase conversions for Bruce Clay’s targeted audience.
  • Put together a straightforward optimization process that Bruce Clay can use to increase conversions for years.
  • We had to educate their marketing team on how to implement the conversion strategy.
  • Improving conversion rates across different pages on the site.
  • Although their site was getting a lot of traffic, their conversion rate was still not impressive.

THE CHALLENGE

Bruce Clay Inc. hired Invesp to help optimize their site 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 sitewide 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.

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.

Solutions:

  • Comprehensive conversion audit to Identify and prioritize conversion issues
  • Comprehensive user behavioral research to understand user motivations
  • Comprehensive data analysis and analytics configuration to track users’s activity on the site
  • Identify and run experiments on different parts of the site to improve conversion rates and average order value
  • Design, develop and run AB experiments on the site
  • Track & report results on weekly basis to the team

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 Innovation

THE 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.”

Mike Terry,

Director of Innovation
5.0
SCHEDULING
ON TIME / DEADLINES
5.0
COST
VALUE / WITHIN ESTIMATES
5.0
QUALITY
SERVICE & DELIVERABLES
5.0
NPS
WILLING TO REFER