CASE STUDIES
Matching full-funnel video with search intent to increase conversions
Challenge
Digestive Health UK, a private gastroenterology clinic, approached us with the aim of increasing self pay enquiries through their website through organic search and video marketing. They wanted to avoid any spend on paid media in order to drive higher long-term ROI and for a sustained increase in visibility that wouldn’t stop as soon as the spend stopped.
Approach
Combining keyword data on symptoms, tests, treatments and conditions with social listening, we identified topics where there was a high opportunity for content to address a specific audience need. We produced 120 short videos that matched specific long-tail searches and featured the clinical team and founder/director. Video titles, descriptions and content were optimised to drive search traffic and webpage UX and video placement was A/B tested to continually improve enquiry conversions.
Results
For a 3-month period year-on-year, clicks to AnswerPack video pages from Google increased 11% to 50,000 and impressions of AnswerPack pages in Google increased 74% to 3.15 million. This led to a 922% increase in assisted conversions (327) and an 8,388% increase in Direct Conversions, to (3,650) per month. The top video in the recent 3-month period, ‘How to cure gastritis permanently,’ lead to 14,000 clicks through to the website and led to 130 conversions.
