Analytics and SEO wins
The big migration
The biggest change to the analytics sphere in 2022 was the announcement that Google would be sunsetting Universal Analytics in favour of GA4 a more detailed, and yet more private version of the analytics platform.
As such, our analytics team has been offering clients bespoke migrations to the GA4 platform to ensure that their data can continue to run seamlessly as the sunsetting process begins. Along with this, we’ve also provided personalised onboarding sessions at no additional cost to help our customers manage the transition while providing best practice insights for GA4 reports.
For one of our clients, a large software company, we successfully migrated them from Universal Analytics to GA4 ahead of schedule, without losing any of their data, conversions, or business objectives in the process.
Another useful update
Google is always working to update their algorithm for the benefit of search engine users. Unfortunately, these updates can occasionally have a negative impact on a business’s ranking inside the search engine.
When our SEO team caught wind of Google’s Helpful Content update, they pre-emptively began to implement Google’s High-Quality Product Reviews Guidelines for Somebody Digital’s e-commerce clients. These guidelines help provide users with truly valuable information, which is what the search engine aims to do.
As a result of this pre-emptive action, our e-commerce clients saw a 10% increase in the number of ranking queries, a 16% increase in impressions, a 21.6% increase in clicks and a 5% increase in click-through rates.
A large part of CRO is about testing, tweaking, and testing again. By doing so, our team can consistently offer data-backed insights to our range of clients.
This was the case in 2022, when we introduced a new checkout button for one of our ecommerce clients. For this particular client, we tested optimising a new (simpler) checkout button on product pages. This allowed users to check out immediately after adding an item to their basket, rather than having to additionally navigate to a checkout page.
This test was measured using Google Tag Manager (to track clicks) and Google Analytics.
Besides updating the checkout button, we added more information to categories, sub-categories and added recommendations to shoppers, all based on user behaviour data and navigation insights.
These tests and tweaks resulted in a much higher engagement rate, with a 12.6% lift in navigation clicks, an impressive 16.77% increase in the ecommerce conversion rate, and a 4.65% lift on revenue per user.
At Somebody Digital, we don’t believe in operating in silos, and most often our SEO, Analytics and CRO teams are working together to achieve our clients’ goals. It is also when we work together that we see the most effective outcomes for said clients.
A great team effort
One of our greatest successes this year was an account-based marketing (ABM) campaign that we ran for a large software security client. They were new to market and sought to both establish their brand in a new category of cloud security, while also securing sales in a long sales cycle.
This ABM campaign leaned heavily on both our PPC team, CRO team and SEO team, along with a range of digital tools, to drive the desired results. These results included driving 30% of the total addressable market in the USA and Canada into the decision or purchase stage within three months of launching the campaign. It also saw the quality of sales leads increasing, by dropping disqualified leads by 5% over the same time frame.
Similarly, a second integrated campaign saw us deliver 574 leads to an international B2B client within two months of launching their full-funnel campaign. Most importantly, these leads were delivered 39% ahead of the forecasted target, at a cost per lead that was 60% less than LinkedIn’s benchmark.
Content is still king
Timely content and correct targeting both played a crucial role in the above wins, and it’s something we’ve experienced consistently with our clients. Our final win for 2022 saw a significant increase in conversion rates, thanks to our work on improving a client’s page quality score and the inclusion of important target keywords inside of the business’s page title and body.
This saw an increase in the gated content from 0.21% in July to 5.38% over a three-month period, with download completions increasing by as much as x10.
Considering how trying the last two years have been for many businesses, we believe it’s worth celebrating the wins we’ve achieved for our clients, both big and small, in 2022.
We hope you’ll be joining us as we achieve even more together in the coming year.