+1600%
Increase in Organic Users
+45%
Increase in Unique Page Views
+320%
Increase in Average Time on Page (All Traffic)
THE CLIENT
HOOD is an all-in-one moving platform, established in Melbourne in 2017 and launched in 2021. HOOD’s chatbot allows you to connect your utilities, internet, book movers, calculate your moving costs and get reminders for your move. They’ve also got a mission to share profits with the community, and partner with Mission Australia to donate $50 from every electricity connection.
THE CHALLENGE
When HOOD joined impressive in 2022 their main aim was to grow awareness for their young brand. To do this, we invested mainly in SEO, using a combination of technical changes, new content and link building to build awareness through organic traffic. Impressive also advised HOOD on CRO improvements based on heat mapping, screen recordings, user behaviour and competitor sites. HOOD also invested in paid ads while we ran organic strategy, to assist with growing the brand.
THE STRATEGY
We used a combination of technical fixes, content production and backlinking to build HOOD’s brand. As well as producing content for key landing pages, we produced blogs focused on high volume, long tail search terms – eg. ‘Electricity Tariffs and Charges in Australia Explained’, ‘How to Reduce Your Electricity Bill’, ‘Average Electricity Rates in Melbourne’, ‘Peak and Off-peak Electricity Times’. The growth in organic traffic from the combined efforts of all these tactics was astounding.
For CRO, we analysed the site page by page – starting with the homepage and then key category landing pages (electricity, gas etc) to identify opportunities to improve user engagement and conversion rate. With these recommendations we managed to improve conversion rate, increase time on page and unique pageviews for all channels. This work benefited all traffic coming to the site, from paid and organic sources.
THE RESULTS
Our digital marketing strategy for HOOD saw remarkable results, marking a transformative shift in the brand’s online presence. Our efforts in technical enhancements, content production and backlinking culminated in an astounding 1600% surge in organic users and an impressive 1185% increase in organic sessions. The tailored content creation, targeting high-volume, long-tail search terms, significantly contributed to a 45% spike in unique page views.
Our meticulous Conversion Rate Optimisation (CRO) analysis, spanning from the homepage to key category landing pages, delivered tangible improvements. These enhancements saw a remarkable 320% increase in average time spent on the website across all traffic channels. The holistic approach to digital marketing not only fortified HOOD’s brand, but also generated substantial growth in both organic and paid traffic, establishing a solid foundation for sustained success.
