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Industry Super
- Project
- New website for Industry Super Funds
- Client
- Shannon’s Way
- Product
- Website
- Site
- www.industrysuper.com
Goals
The old site had been up for less than 12 months, and was not performing as expected. The aim of the site was to encourage people to “click-through” to the participating fund pages, and from there sign up to an industry super fund.
Whilst we could not track to the point of sign up, we could measure the ratio of visitors to click-throughs. The goal was therefore not only to give the site a fresh new look, but also to positively impact upon the visitor:click-through ratio (conversion).
Solution
We began by mapping out our preferred conversion path and sharing with this the client. After some discussion, we built the initial site structure around our “conversion path”, with the aim of funnelling our users to a specific page on the site.
We also re-coded the site in standards based code, making the pages load quicker and giving the site a higher position on the search engines (currently number 1 on Google for “Industry Super”).
Results
The old site had a visit to click-through ratio of 0.69. Within the first month of launching we had improved that metric to 0.90 (a 30% improvement). The amount of time spent on the site by a user had increased by 14%, while the position in Google for the term “Industry Super” jumped two spots to number one.