Digital | PPC & SEO Case Study - Zenith Staybrite Home Improvements

Digital

The Challenge

Zenith was set up in 1969 and was incorporated with the Bowater group in 1987 and began trading as Zenith Staybrite. It is now established as one of the top 3 UK home improvement companies installing their products in over 30,000 customers properties annually.

The challenge for Zenith Staybrite Home Improvements was to get their company's listings as high as possible on all the various search engines such as Google for both free search and paid-for listing.

The biggest challenge that we faced was down to the fact that the double glazing and home improvement industries are very competitive with many different companies vying for top positions.

The Solution

We got our Adwords Professionals to look at all of the copy on all of Zenith Staybrite's websites, including the various microsites that they have, and re-write sections of it in order to maximize the number of hits that would be generated by Google.

We knew that you cannot simply send everyone to the same landing page regardless of what they searched for, so we built a number of different landing pages for each website, that would be served up depending on the keyword or link that was chosen.

In order to provide the most accurate tracking possible we coded Omniture tracking software into all of the links. This enabled us to track the entire user journey through the site from the landing page they stared on right through to the last page viewed before coming off of the site.

The Results

  • Conversion rates from the sites jumped from 2.7% to 8%
  • The lead volumes and calls generated from the site jumped by over 2000% over 3 years
  • Monthly visitors increased to 35,000 per month, a 70% increase in traffic due to PPC activity
  • Landing page tests proved that visitors landing on the 'book a quote' directly from the PPC ad increased conversion rates by 50%
  • The cost per conversion reduced by 50% over 3 years

Our Work