Founded in 2012, EZOO was established to simplify the switch to electric cars. The company provides electric car subscriptions to both personal and business customers.
EZOO was an early mover on the electric car subscription front, bundling together the cost of ownership into one easy fixed monthly cost.
As a start-up with ambitious targets, EZOO had ambitions to increase its lead volumes at scale.
Campaign Highlights
+
85
%
increase in homepage traffic
+
459
%
increase in keywords site rankings
The Brief
Before coming to UpShift, EZOO had primarily focused on paid channels with little focus on organic. They came to us to grow the organic traffic to the site and build their customer base further, primarily within the business space.
On further inspection, we discovered that the existing user journey was disjointed due to issues with the website and the subscription platform used, so this challenge also needed addressing.
The Approach
Understanding the site issues and our overall objectives, we created a strategy centred around tech SEO, onsite content and CRO. By combining our areas of expertise, we were able to tackle:
1.
Fixing legacy migration issues
EZOO’s domain migration had not followed best practices, leaving old URLs unredirected and diluting site authority. Our team prioritised resolving these legacy issues to restore rankings and boost traffic.
2.
Indexing core vehicle pages
EZOO’s subscription platform wasn’t SEO-friendly, making key vehicle pages unindexable and limiting traffic from valuable manufacturer subscription keywords.
UpShift resolved this by creating indexable, keyword-targeted pages with engaging content that highlighted EZOO’s offerings and subscription benefits. This improved keyword rankings, boosted organic traffic and streamlined the user journey from browsing to booking.
3.
Creating educational content
Recognising that many users were unfamiliar with the car subscription concept, we identified a need for more comprehensive educational content. While the site had some guides and FAQs, they lacked depth and didn’t address key customer questions about electric cars, charging, or the subscription model.
We conducted a content audit to assess existing resources and identify opportunities for new content. Using these insights, we developed and executed a content plan focused on keyword opportunities and addressing customer queries.
4.
Optimising a clearer value proposition on the homepage
At the start of our work with EZOO, the homepage was the only page generating organic traffic. However, the page’s messaging didn’t clearly state who EZOO were and what they do, which risked leaving potential customers confused.
In addition, the page wasn’t well-optimised for subscription terms, so we were missing out on additional traffic potential. To address this, our SEO and CRO teams worked together to deliver improvements to aid rankings and enhance the user journey.
5.
Improving engagement and conversions
We conducted an in-depth CRO review to better understand how the site was serving users. We looked at key pages such as the homepage and vehicle product pages, carrying out a landing page audit, sales interviews, competitor landscape analysis and GA data analysis to gain user insights.
Using our findings, we were able to make strategic content improvements to pages, updating key messaging and highlighting key price-saving comparisons.
The Results
Between January 2023 and October 2023, UpShift delivered remarkable results:
- 85% increase in traffic to the homepage within 9 months.
- +459% growth in total site keyword rankings.
- +194% increase in the number of keywords ranking on page one of Google.
- Over 400 visits to new vehicle pages, boosting customer engagement.
- Significant improvements in the user journey through targeted CRO enhancements, such as smoother navigation to booking pages.
- A comprehensive content strategy was executed, including a full audit and the creation of new pages to address key customer questions.
- Legacy migration issues were fully resolved, restoring site authority and enhancing SEO performance.
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