Project Overview
During Discovery, Macquarium and team leveraged search behavioral
data to clearly identify and finely articulate GNG’s user segment needs. By incorporating this data during Discovery, the team was able to construct a search behavior centric strategy emphasizing user needs through every stage of their journey. Further, we captured the key metrics to track and measure these groups and their activity.
Macquarium then began designing and developing the experience with a mobile first, search behavior strategy. We leveraged our search insights to optimize the page design and content hierarchy to “drop” the customer into the right experience directly from their Google search. For customers looking to purchase, this approach moved them through the funnel more efficiently.
The mobile first, search centric approach increased GNG’s relevancy in Google searches and moved the brand to the first page of search results. Our approach increased lead generation and conversion, and made it easier for customers to find what they were looking for.
In the first 30 days GNG rose to the #1 search result for 65% of keywords. We also drove an 80% increase in traffic to the enrollment engine the first 90 days.Client
Georgia Natural Gas
