Boosting Conversions by 32% with SEO & Website Optimisations
Established Australian Telecommunications Company
All Within Just 6 Months
The Challenge
An Australian telecommunications and internet service provider, faced challenges in increasing online visibility and driving relevant organic traffic. Despite having a distinct brand identity and competitive service offering, they lacked the digital expertise to optimise the website to engage and convert its target audience at the bottom of the funnel, limiting its customer acquisition and overall growth.
The Solution
Given that SEO optimisations would take time to yield increased traffic, I identified website upgrades as low-hanging fruit to deliver immediate value to the client. By improving the user experience and optimising key conversion points, we could start driving more conversions right away while the SEO strategy worked to increase relevant traffic over time.
Here’s what I implemented:
- Keyword Optimisation: Conducted in-depth keyword research to identify high-intent terms related to NBN and mobile plans, prioritising users closer to conversion.
- Technical SEO Enhancements: Optimised metadata for key pages, improved page speed and enhanced internal linking to increase search rankings, specifically for NBN and mobile services.
- Content Strategy for Authority: Developed a blog content strategy focused on high-volume keywords to position the brand as a niche authority and to further improve keyword rankings.
- Page Redesign for Conversions: Redesigned NBN and mobile plan pages with a clear visual hierarchy and simplified layout, enabling customers to easily compare and choose plans – driving higher conversions.
- User-Centric Navigation: Restructured the site navigation and streamlined the checkout process, balancing SEO needs with a user-friendly experience that reduced bounce rates and improved user engagement.
The Results
Within just six months, the SEO and website enhancements yielded significant improvements such as:
- 32% Increase in Organic Conversions: The organic plan orders rose significantly as optimised pages and a streamlined checkout process helped customers make faster, informed decisions.
- 23% Decrease in Cart Abandonment: Reduced friction in the checkout experience by simplifying the layout and process. This clearly highlighted the plan details, benefits and allowed for easy comparison between plans which minimised frustration and reduced cart abandonments.
- 9% Increase in Traffic: While the organic traffic increase was modest, this was due to refined keyword targeting that prioritised high-value users that are more likely to convert over irrelevant visits. As site authority builds for these targeted terms, relevant traffic is expected to continue growing.
Together, these efforts significantly strengthened the site’s role in driving conversions and enhancing the customer experience. More importantly, these improvements position the business for sustainable long-term growth, reducing reliance on paid ads and enabling cost savings as organic visibility and authority expand.