SEO, Content Marketing, Conversion Rate Optimization Case Study...

How did growth.cx help Surveysensum Generate $135k ARR?

About Surveysensum

SurveySensum is an AI-enabled customer feedback platform. It allows businesses to:

  • Create efficient and interactive surveys.
  • Distribute them across multiple channels.
  • Gather valuable customer feedback and convert it into actionable business insights.
Background
  • SurveySensum initially executed SEO and content marketing efforts in-house but was unsuccessful.
  • They hired consultants, and while there was an increase in traffic, it didn’t really help them with conversions.
Our Observations & Analysis
  • URLs were not structured correctly (lengthy and multiple folders)
  • There was no proper pillar/category for the content.
  • The publishing schedule was inconsistent; there were months with no publications, yet on some days, 2 or 3 blogs were published.
  • On average, they published only 4 new blogs per month.
Challenges we faced
  • They changed the website (design & content) without taking proper SEO precautions, which resulted in traffic loss.
  • Managing the SEO was a little tricky since they wanted to have multiple landing pages for two important regions- North America & Asia-Pacific (APAC).
  • Their focus was solely on Bottom-of-the-Funnel (BoFu) topics, which typically have keywords with low search volume, generating less traffic.
  • Off-page optimization was challenging since they wanted backlinks without additional cost.
Our strategy & execution
The Roadmap

Website AuditFix all the Technical SEO issues

keyword research + competitor analysis + ICP search query analysis

Content Calendarwork on new content pieces publish new content + optimize existing contents

Off-page SEO once On-page & Technical SEO are sorted

All the pages get indexed by Googleimprovement in qualified organic trafficConversion rate optimization

SEO

Identified all the technical issues and addressed them by sections.

Carried out keyword research and competitor analysis ( to determine what’s working for them and which keywords and pages are helping them generate traffic)

Determined ICP search queries to better understand what prospects are searching for.

For link-building outreach campaigns (from Q2 once the technical and on-page SEO are sorted)

  • Identified communities in Slack and Linkedin for link exchange.
  • Competitor analysis: identified from which websites they got the backlinks.
  • Listed all the niche-focused websites.
  • Connected with niche experts on LinkedIn.
  • Developed customized outreach emails.
  • Repurpose blog content in forums to get easy backlinks.
Content marketing
  • Created a content calendar for the next quarter based on the keywords shortlisted with MoFu (Middle-of-the-Funnel) and BoFu (Bottom-of-the-Funnel) topics.
  • Created a list of low-hanging blogs/pages (which could quickly improve ranking with content updates) for optimization.
  • Strategically optimised blogs to improve both organic traffic and conversions.
  • Leveraged topic clusters to establish niche authority.
Conversion rate optimization
  • Utilized tools like Zoho PageSense to understand the heatmaps, clicks, etc.
  • Strategically placed image and CTA buttons within blogs and other web pages to improve the conversion rate.
  • We also suggested them to change the design of their blog, which helped them improve their conversion rate exponentially.
  • Leveraged topic clusters to establish niche authority.

What worked?

  • Listicle blogs were superstars. They not only attracted visitors but also drove conversions.
  • Strategically optimizing old blogs also proved effective. They significantly improved organic traffic and visibility.
  • Blogs that highlighted the company’s USP and the usability of the tool were instrumental in driving conversions.
  • Structured, shorter URLs helped improve the traffic.

What didn’t work?

  • We wrote top-of-the-funnel (TOFU) blogs on topics like the Likert scale. While they did bring traffic to the website, there were no conversions, so we shifted our focus to (middle-of-the-funnel) MOFU and (bottom-of-the-funnel) BOFU content.
End Result
  • 30 -50 demo requests per month i.e., 5-6/week on average
  • Generated $135k ARR
  • 13.5% increase in users and a 13.7% rise in new users
  • 295% increase in impressions
  • 420% increase in clicks
  • 93.03% increase in Organic Traffic
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