225% uplift in conversions for Greenacre Recycling
Greenacre Recycling are the GREEN answer to waste management solutions, working across the South East region. As long-standing clients of BarkWeb, we are proud to have been working with them on their website for many years now. Their latest requirement was for a new website which evolved aspects of the design, as well as updating and refreshing the functionality in order to meet new technologies and devices for full mobile responsive optimisation and search engines, namely Google.
Besides the usual monthly optimisation and paid search work that we run for Greenacre Recycling, this time the challenge was on a larger scale. To port the website from an older version of our content management system, to our newest platform - Jolojo.
This wasn't simply a copy and past job, but a drastic change of coding and functionality - moving away from our older platform called CMS2 (imaginatively dubbed) and toward the new headless single-page application of Jolojo.
The commonality in the project was that all of our content management systems are 100% supported by us so we know them inside out, are entirely responsible for their upkeep and maintenance and are therefore in the best position to be able to complete the port in the most efficient and seamless manner, with minimal data loss or ranking depreciation as possible.
Chance for a lick of paint
We used the platform change as an opportunity for a reskin. We created a modern, clean and elegant new design that moved the Greenacre Recycling brand into 2019. We used the behavioural data captured from the old website to make informed and clever decisions for the new website design, ensuring a much improved user experience and more effective funnel through to conversion.
Once the design was concepted and approved we moved into the technical phase of the website port.
Mapping and building pages
We carefully created copies and backups, and copies of backups (you get the idea) before mapping out the new website architecture. Most of Greenacre Recycling's website had performed well but one area that we wanted to improve was the geo-targeting, whether that be through the "Where We Operate" pages accessible for the site navigation and menu structure, or specific landing pages targeting areas via location or industry.
This process streamlined the new website more effectively for search engines and users. Using Jolojo meant that BarkWeb had access to content frameworks, a system that facilitates the use of reusable components and layouts for quickly scaling page creation.
Once all the pages were created, the content was inserted onto the relevant pages ensuring a smooth transition from the old website to launching the new website, with the expectation that organic search rankings would improve once the new website was launched due to the more efficient development and search engine optimisation.
Marketing skips & grab trucks to the local area
Greenacre Recycling invests in both search engine optimisation (SEO) and paid search, also called pay-per-click (PPC), as a way of marketing their business to their target audience on a monthly basis.
Keyword research has played a crucial part in our SEO services, pinpointing valuable, relevant search terms that may not have been optimised to their fullest potential. Following extensive keyword research, unique, relevant keyword-optimised content was created, aimed at driving new organic traffic to their website.
In terms of PPC, our campaigns have focused on delivering high-purchase intent traffic to specific service landing pages. These services include skip hire, grab-truck hire and man-with-a-van services.
We launched the new site to fireworks and much acclaim in December 2018, not the greatest time for analysing business and website performance for many industries due to the holidays, and this was the case for skips, grab trucks and waste management too! Now in January 2019, we've a full month's worth of data and the results are looking promising, here's some headline stats comparing to the previous year (2018):
- 11% conversion rate, compared to 5.8% [+80.26 change]
- 225% more conversions
- 16% bounce rate, compared to 39% [-58.66% change]
- 50% more new users visiting the website
- 80% more sessions on the website
- 98% more visits from organic search
So, why move CMS?
The results speak for themselves. If a business bottom line improves and lead generation increases then the decision is a winner, it makes sense.
The saying the grass is always greener is certainly apt when it comes to using CMS. We've used many during the evolution of our company since 1999 to present day, from Wordpress, Joomla, Drupal, DNN, Squarespace and many more. We made the decision that we wanted to create our own platform built the way we wanted, using coding languages that we preferred, and that enabled our clients to self-maintain their own websites. Security concerns were also a factor, we wanted something more robust and safer than Open Source software. We wanted to be able to better support our clients. For all these reasons and more, we built our own CMS with the latest version, Jolojo, using Vue.Js on the frontend and Go and Node for the API's at the backend.
From its first iteration, Jolojo was conceived to be super fast and attain excellent pagespeed results. The rationale for this was simple, it's better for users and better for search engine optimisation. This alone was reason enough for a straight port from the old CMS2 to the new Jolojo CMS. This platform is particularly effective on PageSpeed Insights (PSI) making it perfect for faster user experiences across desktop and mobile, and especially effective in Google's mobile-first index.