THE
Challenge
Before partnering with Digilari Media, Powerhouse International had been suffering from poor quality leads. The level of leads being generated was insufficient and leads were not meeting Powerhouse’s typical buyer persona.
PPC & Buyer Persona Case Study – Powerhouse
Powerhouse
International
CASE STUDY • Freight Forwarding Specialist
Find out how Digilari Media helped Powerhouse International, one of Qld’s leading Freight Forwarders, build their website to showcase their amazing designs and projects by building Expertise, Authoritativeness and Trustworthiness whilst enabling and streamlining their Sales processes.
SERVICES
SEO (Onpage & Offpage)
PPC
Hubspot
CRO
THE
Solution
Upon analysing the industry and competitors of Powerhouse International, Digilari soon outlined a strategy that would improve Powerhouse International’s organic traffic.
Pay Per Click campaigns were introduced on Powerhouse’s Google Ads mid way through 2017. This campaign played an important role in our initial strategy to ensure customers’ enquiries were coming through over the months. However, the account was restructured to maximise quality traffic and conversions. Working closely with Powerhouse International, Digilari was able to identify the right target market and which channels would be most effective for reaching this market.
Digilari conducted extensive market research to establish the perfect buyer persona’s for Powerhouse International and keyword research was done to establish how this persona searches for services similar to Powerhouse International’s. Digilari optimised the main service pages for these search terms to improve their organic ranking as well as to provide more relevancy and content to the user on site. This resulted in an increase in the number of leads being generated.
THE
Results
Improved Direct Traffic
From January to October 2019, when compared to the same period in 2018, Direct Traffic increased by 55% whilst following the past year’s trend.
Rocketed Direct Goal Completions
The numbers of Direct Trafic Conversions rocketed, with a 133% increase between June and October 2019 as compared to 2018, whilst still following the past year’s trend.
Improved Direct Goal Conversion Rate
From June to October 2019, the Direct Traffic Goal Conversion Rate has increased by 121%, whilst following the past year’s trend.
Increased PPC Conversion Rate
Between January and August 2020, the Paid Traffic Goal Conversion Rate increased by 5%. This slight conversion rate increase follows the drop in visits as the Custom Broker industry was negatively affected by the pandemic, whilst the change in targeting helped increase the visits’ quality and, therefore, conversion rate.
Change in Organic Goal Completions
From January to August 2020, when compared to the same period in 2019, Organic Goal Completions overall decreased by 3%. However, whilst Contact Form submissions and Email clicks decreased, Phone calls increased by 9%. This could relate to the growing need for human contact and the heightened intricacy of individual prospects’ cases.
Impact Keyword Ranking for 2 Main Keywords
The increase in website organic listing in Google resulted in more traffic.
- The ad position changed from 3rd to 1st for “international freight forwarders brisbane”, therefore creating 10 more clicks to the website per month, which represents a 60% increase.
- The ad position changed from 9th to 2nd for “freight forwarders brisbane” therefore creating 7 more clicks to the website per month, which represents a 170% increase.
- The ad position changed from 16th to 2nd for “international freight forwarders” therefore creating 14 more clicks to the website per month, which represents a 1500% increase.
testimonial
Around 12 months ago Powerhouse International Qld Pty Ltd decided to engage the services of Digilari to try and boost our internet sales profile and volumes and profit. Their professionalism was evident from the outset when they presented us with a detailed plan of how we could achieve our desired targets. Over the following weeks and months we noticed a significant increase in the volume and quality of the sales enquiries. Through continual monitoring and adjusting by Digilari this growth has continued with last month culminating in our best month ever for sales. I cannot recommend the services of Jake Gaw and Cuong Nguyen highly enough and they have been an integral part in the transformation of our business.
Duncan Wood
Powerhouse International Director
