CRO & Web Redesign Case Study – PPG
Premium Pools & Gardens
CASE STUDY • Landscaping / Landscape Designer
Find out how Digilari Media helped Premium Pools & Gardens (PPG) 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)
Hubspot
Youtube
CRO
THE
Challenge
Premium Pools & Gardens was established in 2009 when the owners recognised a gap in the market and decided to offer Brisbane residents a combined pool and garden maintenance service. Out of a garage dream and within a very short time, their entrepreneurial risk paid off and they quickly expanded from pools and gardens to medium and large scale landscape and pool construction projects overhauling outdoor spaces.
Through our initial analysis when our partnership started in 2018, we identified several main challenges:
- Limited array of channels (only the Direct and Organic channels were performing)
- Lack of historical data (incomplete tracking in place)
- Low level of high ROI enquiries (low ROI maintenance jobs driving most enquiries)
- Inadequate website architecture and targeting to attract PPG’s ideal customers
- Lack of content conveying the depth of PPG’s expert services and absence of visually appealing landscaping and pool designs gallery
- Lack of transparency of and insights into the sales process due to the use of disparate non-integrative softwares
THE
Solution
Upon analysing the market and PPG’s competitors, Digilari soon outlined a strategy that would assist the increase of their organic traffic and the overall quality of enquiries.
- With the SEO channel used as the first lever, our initial strategy was to split and build content around each of their services on separate pages. This supported the targeting of more specific keywords around each service and helped improve the site’s organic rankings. The new content also helped build service awareness and trust between the company and visitors as they could finally get answers to their questions without having to contact the company or do more research online.
- This content strategy, linked with greater SEO (onpage and offpage) optimisations, played a crucial role in our initial strategy to ensure better quality enquiries were coming through and the cross-selling of services was promoted. The enquiries were analysed through the attribution model and discussions with the PPG sales team. Working closely with PPG, Digilari was then able to identify the right target market and channels to leverage for optimum effectiveness.
- Our strategy evolved after 6 months to include the guidance and support of the PPG website’s migration and the creation and optimisation of a YouTube channel.
- Moreover, Digilari supported PPG’s Sale Enablement through the implementation of the HubSpot CRM. By doing so, we helped PPG gain a clearer understanding of the areas for improvement in their sales process and helped alleviate pain points and repetitive tasks, and mplement automation and scheduling reminders to follow up prospects, proposals and quotes. We also provided a sales dashboard for sales managers to remain across all sales reps and deals in the pipeline and transparently assess how to further streamline their sales process.
THE
Results
From July 2019 to June 2020, when compared to the same period the from 2018-2019, the following results were recorded:
Website Traffic
Our content building and SEO strategies drove a 153% increase in Overall Traffic.
Note: The dip in March reflects the start of COVID-19 restrictions
Conversion Rate
Our CTA review and CRO drove a 50% increase in Conversion Rate, ultimately more consistent throughout the seasons.
Website Conversions
The Sales Enablement strategy, tied with the increase in sessions and CRO drove a 301% increase in Conversions from all channels.
testimonial
PPG have seen 40% growth in revenue over the past 2 years implementing Digilari Media’s SEO strategy and marketing guidance. We can’t thank Digilari Media enough for helping us grow our business and achieve our goals. We look forward to working with Digilari in the future to continue our growth and to keep ahead in the digital technology world!
Mark Webster
Premium Pools & Garden Owner
