Prairie Trail Physio was looking to increase their online visibility and patient bookings.
Problem
The clinic struggled to attract new patients through their website. The cost per clicks were high and the cost per conversion metrics was trending below the profitability threshold since a 1 hour session was priced at $125
Strategy
Our PPC strategy for Prairie Physio included
Identifying relevant keywords related to physiotherapy services and local searches.
Crafting engaging ad copy highlighting the clinic’s experienced physiotherapists and personalized treatment plans.
Implementing ad extensions to display contact information and patient testimonials.
Utilizing local targeting to focus on potential patients in their service area.
Results
Over the course of the campaign, we achieved substantial improvements:
A 79% decrease in cost per booked appointment and paying patient
Achieved a 24.45% conversion rate
The clinic was able to fast track its growth by expanding its service catalog and staff strength
Organic Tea* needed more US traffic, high intent visitors and a high ecommerce conversion rate in order to scale their business
Issues Found
A technical audit revealed an issue with the site’s crawl budget rank which had caused many products and blog pages to linger for weeks without getting indexed. There were also lots of conflicting canonical settings and faceted navigation URLs that were indexed and cannibalizing traffic from pillar pages
Solution
We developed a python script that can be used to achieve bulk indexation via Search console’s indexing API, while at the same time streamlining the canonical directives in favor of the money pages
Result
After bulk indexing requests, the previous investment into the site’s copy started paying off resulting in a steady incline in impression and click trends
The client was City Looks, a boutique specializing in medical-grade wigs for cancer patients. The client aimed to boost online sales and raise awareness about their products.
Problem: The client’s website was not getting sufficient traffic, the product had a narrow, niche market, and the target keywords had a high potential for irrelevant traffic i.e. (Lots of irrelevant traffic for fashion-oriented wig buyers had been recorded even though ideal customer would need a special wig for cancer or alopecia conditions). This was the core of the client’s challenge
Strategy
We developed a comprehensive PPC strategy that included:
Using the data from past buyers, along with website events to create a audience cohorts that were exposed to ads that overlapped with their position in the funnel.
Conducted VOC research and mined product reviews to find all customer lingo associated medical-grade wigs, cancer patient support, and hair loss solutions.
Utilized ad extensions (Price & Call out extensions) to provide additional information about product type and use case so as to weed out irrelevant clicks
Implemented a geotargeting approach to focus on areas with higher demand for cancer patient support products.
Results
Within the campaign period, we achieved remarkable results leading to
A 120% increase in lead quality associated with website traffic and product sales
Myuz Artistry, an e-commerce brand specializing in unique cosmetic products, faced a significant challenge in achieving a return on ad spend (ROAS) greater than 5.0 from their Google Shopping campaigns i.e. for every $1 spent, they wanted a corresponding $5 in sales revenue.
Their existing campaigns struggled to deliver profitable conversions, necessitating a comprehensive strategy overhaul to enhance performance.
Task
To surpass the ROAS target while maximizing conversion value, it was essential to identify untapped opportunities in audience targeting and optimize product data feeds for better alignment with relevant search queries.
Action
We took a two-pronged approach to address the challenge:
Audience Targeting Enhancement:
Conducted research to identify 55 highly relevant websites within the art and design niche.
Built custom intent audiences in Google Ads using these websites to refine targeting for Shopping campaigns.
Feed Optimization:
Utilized feed rules in Google Merchant Center to enhance product data quality by:
Adjusting product titles to include high-performing search terms.
Embedding GTINs for improved product match accuracy.
Setting up granular Google Product Category identifiers across primary and supplementary feeds.
These measures ensured that the product listings were more closely aligned with major search terms, increasing their visibility and relevance to potential buyers.
Result
Between January and May 2023, the revamped strategy delivered outstanding outcomes:
Conversions: Achieved 583 conversions, far exceeding previous performance benchmarks.
ROAS: Recorded a remarkable ROAS of 12.35, more than doubling the initial target.
Revenue Impact: Generated $60,000 in conversion value, establishing Myuz Artistry’s campaigns as a significant revenue driver.
During COVID, the client’s 40 year old Coin business faced severe challenges. In-person coin shows and conventions were canceled, and the business lacked a strong digital presence. Sales plummeted while warehousing and employee costs stayed constant, pushing the 40 year old company toward failure.
The primary audience for the business—coin collectors aged 50–80—was not very tech-savvy, further complicating digital adoption. Additionally, revenue was skewed toward low-margin products like silver and gold eagle coins (5% margins), while high-margin products like classic Morgan Dollars and Lincoln Cents (up to 30% margins) struggled to sell.
Task
We needed to boost site rankings for keywords linked to high-margin products, such as:
(1) Lincoln Penny (search volume: 1K, difficulty: 11)
(2) Morgan Silver Dollar (search volume: 11K, difficulty: 11)
Despite low keyword difficulty scores, rankings for these terms were highly unstable. Frequent swings in rankings was an indication of poor content quality
Action
We performed a detailed content audit using a Python script to simulate Google’s content compression. Search engines compress content to save space and assess quality. A high compression ratio suggests filler content, while a low ratio indicates meaningful and rich information.
For Example
If 100K words compress to just 1 word, it signals that the content lacks substance.
If 1,000 words compress to only 900, it indicates high content richness.
Our audit revealed that many critical product and blog pages had high compression ratios (above 4.0), suggesting low-quality content.
We then set out to optimize the affected pages while concurrently rolling out technical SEO fixes like
Reducing the role of JavaScript in content rendering
Reduce 404 inlinks and resolved 404 backlinks
Using webmaster outreach to convert Nofollow backlinks into dofollows, while replacing image backlinks with links to the actual products
Improving internal link references for high-margin products
Results
Within three months, the site experienced steady growth in clicks and impressions from a daily clicks count of 115 to 1203 at the end of the year, representing a 946.96% rise in clicks and a 620.83% rise in impressions.
Traffic increased, and visibility improved for high-margin product pages, directly contributing to revenue growth.
Reversed 49% Revenue Drop For Ornamental Dishware Store
How a 49% revenue drop was reversed in order to save an ecommerce business and prevent the layoff of its employees
Through a sequence of CRO interventions, including search bar redesign, product reorganization, and cart usability enhancements, we delivered a 93% boost in purchases and a 70% increase in revenue within 90 days.
Revenue had dropped by 49% year-over-year, despite a 79% increase in product visibility. This decline persisted when comparing Q3 to Q2, highlighting potential issues with the site’s conversion effectiveness.
Further analysis revealed significant user experience challenges on the homepage, category pages, and product pages, which were reducing engagement and conversions. Key issues included friction caused by the search bar design, poorly organized category pages, and multiple usability problems on both the cart and product pages.
Task
The next goal was to optimize user interactions across these pages, reduce friction, and improve key performance metrics like Add-to-Cart and Cart-to-Checkout progression.
Actions
Homepage Optimization
Identified Issue: The search bar accounted for 16% of homepage clicks but caused user frustration due to a modal window that trapped users, leading to dead and rage clicks.
Interventions
Centrally positioned the search bar, following best practices seen on Amazon and Etsy.
Introduced autosuggestions to help users find relevant products faster.
Removed the modal window entirely for a smoother search experience.
Category Page Improvements
Identified Issue: Pagination was the most clicked element, indicating users were scrolling through 22 products without finding relevant items. Product organization was not based on popularity or relevance.
Interventions
Dynamically reorder products based on sales popularity, updating every 60 days.
Add installment prices and rating stars to product image cards to encourage clicks and improve discoverability.
Product Page Enhancements
Identified Issue: Size variations (which impacted pricing) were difficult to interact with, and preload animations disrupted usability.
Interventions
Turn size variations into clickable icons for a better user experience.
Eliminate unnecessary preload animations to reduce page load friction.
Cart Page Usability Fixes
Identified Issues
The cart notification lacked a visible “Checkout” button, leading to cart abandonment.
The coupon field’s prominence distracted users, increasing price sensitivity.
The cart required a manual update for quantity changes, adding unnecessary steps.
Users spent too much time on the cart page without completing checkout.
Interventions
Added a prominent “Checkout” button to the cart notification and ensured it displays fully on all devices.
Removed the coupon field from the cart page or repositioned it to reduce its impact on decision-making.
Enabled automatic cart updates when quantity selectors are used.
Introduced urgency elements like stock quantities, cart reservation timers, and indicators of shopper interest.
Results
We significantly reduced user frustration on the homepage by improving search clickthrough rates and session durations.
We enhanced engagement on category pages by aligning product visibility with user preferences, resulting in increased clicks and reduced reliance on pagination.
We streamlined the product page experience, enabling faster decision-making and greater user satisfaction.
Key friction points on the cart page were resolved, leading to fewer cart abandonments and higher checkout conversions.
Within 90 days of implementing our CRO interventions—and before the year’s end—the persistent revenue drop, despite an increase in product views, was reversed. This resulted in a 93% increase in items purchased and a 70% increase in e-commerce revenue.
The Client was a Men’s Urology Clinic in Canada that offers Prostate treatments, Vasectomies, and caters to Male Sexual health issues
Problem: The client was unable to run ads due to health policy restrictions. This was an issue that made it difficult for the client to scale their ad performance because Google did not approve of the terms on the treatment pages of the site
PPC Initiatives & Interventions For the Practice
I decided to run click-to-call ads to bypass the restrictions that resulted from the restricted health terms present on the landing page.
I also decided to create new landing pages that could bypass Google’s policy restrictions. To achieve this, I scraped off all words and replaced them with images so that the words would be embedded in an image, thus making it inaccessible to Google’s HTML crawlers. i.e., I created Image-only landing pages to avoid the text form of restricted terminology (which could have led to a suspension of the ads and the entire account), e.g. restricted words like “Penile Enhancement” would always lead to ad suspension if present on the landing page but if present in an image, the ads would be allowed to run
Impact and PPC Campaign Results
The new Landing pages passed the policy restrictions, thus allowing the previously disapproved ads to run. The result was a spike in lead volume from 9 leads and a $105 cost per conversion in March to 61 leads at a $30 cost per conversion in April.
In summary, within 30 days, we were able to
Reduce the cost per click (CPC) by 96.19%
Achieve a 577.78% increase in the number of patients scheduling appointments through the website.
Drove 17% Profit Margin Growth via Conversion-Focused Pricing Strategy for Cheerleader Apparel Platform
This was accomplished by conducting a Vanwesterndorp price sensitivity analysis which uncovered not just the range of acceptable prices, but our target market’s indifference price points across all product categories
ClientCustomization Platform For Cheer Leader Supplies & Accessories
Client provided a platform for the granular customization of sports and cheer leading uniforms but all principal keywords were plagued by seasonal search volume trends. The result was a situation in which the client was struggling with undulations in traffic and revenue and wanted to understand how to cope with this development.
Problem
Their business costs (hosting, plugin subscriptions, product warehousing, taxes etc.) were going up but revenue was undulating cyclically across sharp dips and troughs leading to extreme growth constraints
Growth Audit Insights
On observing the most significant keywords in the clients industry some striking seasonality insights came into view.
(1) Keyword: cheer shoes
Difficulty Score: 4
Search Volume: 14K
Observations: This is a keyword that the client was ranking on the first page for, however they lost over 1K in traffic despite retaining their position 1 rankings on the SERPs. This keyword was part of the larger trend of seasonality that impacts the industry and accounts for the traffic and revenue patterns the site had observed around key sporting events.
As seen in the image below, this keyword’s search activity had recorded 3 key spikes over the last 2 years (demand driving developments external to any website was likely responsible) with the volume trending downwards between April and May 2024
The same effect was observed around related keywords like
The search activity for this industry-relevant term also showed distinct troughs interjected by peaks of a smaller time duration. This indicated the inevitability of search traffic undulation regardless of the keyword position that had been captured for this term. This is because the search volume numbers swung widely from a 10K peak in october 2023 to 4.7K in April 2024 representing a 53% decline in demand as reflected in by the changes in search activity
Solution
We Initiated a research-driven pricing plan redesign which gave the client a growth advantage despite the seasonality effects associated with the major keywords in their industry. This was accomplished by first conducting a Vanwesterndorp Price Sensitivity analysis.
Across all of the client’s product categories, the goal of our analysis was to establish:
The range of acceptable prices (RAP)
The optimal price point (OPP)
The indifference price point (IPP)
The analysis took the form of a survey with questions that are as follows
The range of answers and price points were then plotted to produce a graph like the one shown below
As seen in the image above, the range of pricing-related responses intersect along four points.
The intersection points of the four lines produced all key metrics (VW metrics) necessary for price setting.
See what line intersections indicated to us as we juxtaposed the graph and table below.
Impact
This then allowed us to price products at the IPP (Indifference price point) such that the margin between the optimal price point and the indifference price point became the client’s growth advantage and buffer across all seasonal demand undulations.
