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case study
Conversions Soar with Cross-Team Collaboration
Chepe is a major railway line that covers 418 miles between the states of Sinaloa and Chihuahua in northwest Mexico. It crosses the profound Copper Canyon, which is located in the largest mountain range in Mexico, the Sierra Madre Occidental. The train is both an important transportation system for locals and a draw for tourists who want to discover majestic landscapes.
The challenge for SEOnet was to increase sales from Chepe’s website by substantially improving its topical authority and organic search visibility. We focused on achieving technical and on-page SEO results that the company needed to attain its goal.
SERVICES PROVIDED
Content Strategy
CRO
SEO
INDUSTRY
Transportation
KEY METRICS
76%
Increase in YoY Organic
Traffic
92%
IIncrease in YoY Total
Conversions
21%
Lower Bounce Rate
“We have been working for more than a year with SEOnet. We have improved the sales of our website through onsite SEO, content development, link building, CRO, custom reporting, and more. We are very satisfied with the service, thank you!”
Jimena Lombana – Ferromex
THE CHALLENGE
Chepe operates in a marketplace in which business activities heavily rely on weather and seasonality trends to be successful. Since the company needed to boost its organic presence, improve its industry-specific content strategy and maximize user engagement, it was essential to take its peak business months into consideration. For that reason, each month SEOnet focused on driving marketing qualified leads through digital marketing efforts.
THE STRATEGY
Our number one priority was to ensure an increase in organic traffic to Chepe’s website. Our team wanted to make sure that all its target pages were showing up in search results throughout the peak season, so we took a comprehensive approach to improve keyword rankings and optimize its digital content. Our cross-team collaboration included:
- Technical SEO: To boost SERP rankings, our SEO team focused their efforts on identifying quality keywords and topics, and conducting on-page optimization of title tags, headings and page content.
- Content Creation and Optimization: Relying on valuable UX insights, our Content team came up with ideas to improve page layouts and create data-driven content that met the audience’s needs. The team worked in tandem with our SEO strategists to create a content hub around Chepe’s high-performing pages.
Building on the benefits of our efforts, our team then decided to focus on traffic engagement and increasing the conversion rate. Our actions covered:
- User Research: Our aim was to analyze a typical customer’s journey and identify the most relevant needs and pain points. In that way, our team was able to better understand users’ behavior, improve its on-site experience and streamline the conversion process.
- Conversion Rate Optimization: Following our research findings, we decided to update the content of the main CTAs on the company’s pages in order to align our strategy with the customers’ mental models and expectations when clicking on the lead generation form.
THE RESULTS
In the first year of collaboration with Chepe, we saw a 76% YoY increase in organic traffic to its website. It was a considerable growth given that we are working with a well-established brand that operates in a seasonal market. SEOnet was able to help it with content and technical optimization while building high-quality backlinks to increase its visibility.
When analyzing the YoY conversion rate, we found that the implementation of UX and CRO suggestions led to a 92% increase in total conversions.
Chepe wanted to significantly increase its MQL form fills and generate more customer interest in its website. We were able to reach its annual goal nearly nine weeks earlier than expected and, by the end of the year, we managed to exceed that number by 44% for the year.
After the implementation of our coordinated cross-team strategies for technical SEO, CRO and content optimization, we not only reached but exceeded Chepe’s goals while reinforcing its strategic market position.