Domains refactored to four domains with considered URL structuring and development of a bespoke adwords campaign system.
Increase in campaign page load speed
What we did:
CMS Website Development
Integration with internal .NET system
Rightio are a high growth business delivering fast response plumbing, heating, draining repairs and boiler installation market. Their digital infrastructure was creating business issues for them so Lightbox restrategised the approach to develop a lean, manageable digital ecosystem.
Rightio were having a challenge with site speed – particularly their Google Adwords campaign pages that were presented across 80,000 domains. As their investment into Adwords was significant, performance issues were not only delivering a poor user experience but also costing Rightio money. In some cases, customers were clicking the ads which were triggering the spend but not receiving the page.
What We Did.
We listened to their business challenges and strategised a comprehensive digital solution.
Firstly, we optimised their existing server to improve campaign delivery performance. This solved the problem of users clicking campaign ads and not receiving a result.
We then presented a strategy that would require us to completely rebuild their digital ecosystem from the ground up. This included:
- Reducing their 80,000 active campaign domains to 4 domains, utilising clean, consistent URL structures that would now index in Google and allow us to implement an organic SEO strategy to reduce the reliance on Adwords and save revenue.
- Design and develop a bespoke campaign management application that allows Rightio to quickly launch new Adword campaigns throughout the UK. Using a simple interface, Rightio can specify their campaign parameters (e.g. localised telephone numbers and content) and launch the page in minutes.
- Rebuild of the entire CMS and front-end utilising the latest technology whilst also optimising each page for mobile users with a focus on lean code and speed.
- Setup of a new server optimised to drive the performance of the site to deliver an excellent user experience and improve Rightio’s Ad score within Adwords.
The result of our forward thinking approach and delivery has made life easy for Rightio’s internal teams and customers. Rightio’s teams can now accurately measure their campaign data knowing that they have a robust digital infrastructure built for scalability and performance. We have saved both time and revenue as the marketing team can now launch and manage Adwords campaigns in a fraction of the time.
We have increased campaign site/campaign page performance by 180%. At times of emergency, customers can now easily contact Rightio from their mobile device to book a plumber or heating engineer.
The team at Lightbox have completely re-imagined how we manage our digital marketing assets and have significantly improved performance saving us revenue and time.