Telecommunications & internet services
More conversions from the traffic we already had
An established Australian telco had competitive plans and a known brand, but the site wasn't converting the people already on it. The opportunity was to make the path from site visit to purchase more effective.
01 / 04Challenge
Plenty of visitors, few orders
An established Australian telecommunications and internet service provider with competitive offers and a strong brand, and very little to show for either in organic search.
Plenty of people were reaching the site. Very few were reaching the end of a checkout.
Schematic, not measured: people lost at every stage between search and order.
The business lacked the digital expertise to optimise the website to engage and convert its target audience at the bottom of the funnel, which capped customer acquisition and overall growth.
02 / 04Approach
Convert first, then rank
Six months, and three moves ordered by how soon they would pay back: the traffic already arriving first, then better traffic, then an easier way to buy.
01
Prioritise immediate opportunities
SEO compounds slowly. The website was already receiving traffic that wasn't converting, so on-site work was treated as the low-hanging fruit and prioritised first.
02
Target users closer to conversion
Refined keyword targeting around NBN and mobile searches, prioritising terms with stronger purchase intent to attract more relevant users.
03
Remove friction from the purchase journey
Improved plan pages, navigation and checkout to make comparing options easier and give customers a clearer path to purchase.
03 / 04Solution
Clearing the path to purchase
Hotjar showed where people stalled. Each stage of the journey was worked on in turn. Select a stage to see what changed there.
Search that brings buyers
- Conducted keyword research around high-intent NBN and mobile terms
- Developed blog content targeting high-volume keywords to build topical authority
Schematics of the changes, not screenshots.
04 / 04Results
What moved
Six months on: more organic orders, fewer abandoned carts, and search traffic that grew modestly but arrived closer to buying.
Each result against its own starting point, indexed to 100
Conversions
Six-month period
Optimised plan pages and a streamlined checkout made it easier for customers to compare options and complete their purchase, increasing organic plan orders over six months.
Cart Abandonment
Following checkout and navigation changes
Simplified navigation and checkout reduced friction, while clearer plan details and comparison made the purchase journey easier to complete.
Organic Traffic
Deliberately modest
Organic traffic increased 9% while becoming more qualified, with keyword targeting focused on NBN and mobile searches aligned with stronger purchase intent.