Crunching data to reduce costs and increase ROI
My agency supported the UK's third biggest dental insurance in all of their digital marketing and online sales operations. Their paid advertising campaigns had got out of hand and lacked attribution, whilst their SEO rankings had fallen off a cliff since a redesign 6 months before. They faced going out of business altogether if the online situation wasn't rectified.
Here's an insight into how we dramatically turned the business overhaul...and how it got sold
"Following a deep site and paid advertising audit, Dencover were convinced of our ideas and analysis to take them forward"
Project Brief
INCREASE ORGANIC SEARCH TRAFFIC
- Raise natural search engine driven traffic to levels that produce enough enquiries and purchases to keep the company viable.
REDUCE PAY PER CLICK TRAFFIC - GOOGLE ADWORDS, BING ADVERTISING
- Drastically reduce the reliance on PPC (caused by the drop in SEO traffic), and/or increase its effectiveness to ensure a better Cost per Lead.
IMPROVE USER EXPERIENCE
- Analyse and change the customer user journeys to improve goal conversion rates (insurance plan purchases)
Leading the third party web development team, we deployed hundreds of changes to both the website, and also the paid campaigns
Project Delivery
Given the drastic nature of the problem, we were given a free hand to implement solutions we thought correct.
INCREASE SITE CONTENT AND RELEVANCY
- We created a searchable (indexable) dentist directory to help users looking for 'emergency dentists' which raised Google rankings by over 2,900%.
CREATE DENTIST OUTREACH STRATEGY
- By delivering thousands of emergency patient leads to a dentist network, a secondary strategy was created. Dencover reached out to these dental practices effectively as sales partners, who in turn could then offer Dencover as an insurance option.
PAID ADVERTISING ASSESSMENT
- We conducted a huge PPC analysis which segemented their paid advertising campaigns into over 70,000 individual user journeys, and identified advertising spend vs incoming sales. This ultimately focussed Adwords/Bing budget on the key 40 time/day/keyword/device user journeys.
The company was rescued, and consequently sold for $50m just 8 months after the majority of our work was complete
Outcomes
DRAMATIC ORGANIC SEARCH TRAFFIC INCREASES
- The SEO campaign produced over 14,000 new page 1-2 rankings within the first year, and started an engagement campaign for the dentists to become resellers.
CUT PAY PER CLICK TRAFFIC - GOOGLE ADWORDS, BING ADVERTISING
- The PPC report initially cut spend by 63% (for the same sales) which was then reinvested by us for a 141% increase in sales of insurance subscription.
OVERALL RESULTS AND BUSINESS OUTLOOK
- 8 months later, the business (NDP) was acquired by UNUM (UK) in a $49.5 million deal.
- Client is dire digital straits
- Adwords dependency out of hand
- Web development, technical SEO and PPC Analysis
- 2,930% increase in SEO traffic within 12 months
- 14,000 new page 1 and 2 Google results
- Adwords slashed by 74% (same enquiries) then reinvested for a 141% increase in leads generation and profitability
- Acquired by Unum Dental for $50m
- Interested in this project?
- Get in touch to learn more about how I managed this project and helped deliver their digital success
- If you would like support with your web development
- Then take a look at my range of services - from eCommerce web site builds, to online performance reports
- Review my Tech Stack
- See which digital platforms and software applications I have worked with
- Free 30 min consultation
- Or send me a contact form for a free 30min consultation