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Case Study: CBR

Client: CBR
Industry: Consultancy, Service business, B2B, Human Resources
Time with Thrive: Since October 2006
Campaign: Internet Strategy

cbr Challenges:

After ten years in business, CBR had a small, five-page website that did not reflect their new logo and brand. They also weren’t taking advantage of the internet as part of an overall marketing strategy.

Strategy:

Thrive helped define the purpose of the website for CBR:

Primary Goal: To gather leads such as: email subscriptions, request quote, contact us, phone calls, and emails - measured by leads and sales.
Secondary Goal: To establish CBR as an HR expert by providing information and resources for potential and current customers—measured by interactivity levels, new leads, and sales. This was to be measured by seminar attendance, newsletter opens, average time spent on web site, blog participation, article hits and unsolicited link-backs to blog and website.

First, to assist in producing leads and sales, Thrive gave CBR a light website facelift. Top on the list to improve the efficiency of the website, Thrive carried out search engine optimization, which helps CBR appear among the first in the list on any web search, and increased the amount of information available.

Second, Thrive designed an integrated internet strategy which would drive both paid and unpaid search engine traffic to the website (tied to goal #1), increased the amount and quality of website content to educate visitors, elevated the professionalism of the website through the facelift, and deployed a monthly email newsletter as a client retention and education tool for potential and existing clients.

Results:

Although CBR maintains services for clients only in Arizona and the neighboring states, after only 6 months, CBR ranks in the top 10 listings in Google for national keywords like “hr outsourcing company,” “hr training outsourcing” and “peo company.” They also rank in the top three (many of which are currently at #1 for keywords) for locally based, yet highly competitive keywords, like “Arizona outsource hr” and “Arizona hr outsourcing.”
Their unpaid traffic (a.k.a. organic, natural or SEO traffic) from Google has now surpassed their Pay-per-Click (a.k.a. PPC, paid, adwords) traffic from Google.
Thrive continues to monitor web reports and conversion trends on landing pages. We perform split A/B tests on landing pages to find out the most effective combination of headlines, images, and layouts. We have increased conversion rates consistently month over month. For example, one landing page increased conversion on the HR Outsourcing landing page. Time on the page increased by 100% (meaning the content grabbed them more), the bounce rate decreased by about 40% (meaning they went further into the site), and conversions to the request a proposal page were 2X higher (more leads!).
CBR experienced a 35% increase in sales in 2007 compared to 2006 due to more effective marketing and conversion strategies we helped develop and execute.

Just like CBR, your website can be your silent sales force and your trusted business partner. To learn more about making your website more competitive, please contact us for a free website diagnostic or a proposal.

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