Sonic Genetics is a member of the Sonic Healthcare group of companies – since 2014 they have been one of Australia’s leaders providing an extensive range of genetic tests through the Sonic Healthcare network of NATA-accredited laboratories. With trusted pathology partners in Melbourne Pathology, Clinipath Pathology and Douglass Hanly Moir just to name a few, they truly offer world-class service and convenience in their huge range of genetic tests.
The goal of the campaign was to increase brand awareness and also increase the awareness of some newer tests in the market. Some tests are very specific to particular conditions and oftentimes people are not aware that a test might exist prior to speaking with a healthcare professional.
The biggest challenge with Sonic Genetics was to improve keywords that were already performing very strongly. Through the first three months, we saw minor movements in keyword positions – but incremental changes from ranking #3 to then ranking #2 and #1 can make a world of difference.
In the first three months we saw organic traffic increasing at a good rate considering we were optimising something that was already looking awesome.
By improving keyword rankings and targeting additional keywords, we saw a 5.78% increase in organic sessions in their first three months – but thanks to those additional keywords we started to target, we saw a much stronger improvement in the number of new users to the website – with a 10.6% increase in new users, those who have not been to the Sonic Genetics website previously, and have now had exposure to the brand.
With traffic heading in the right direction, we moved the focus to conversion rate optimization, and by ensuring each of our key landing pages had a clear user journey planned out, we saw a 14.77% improvement in the conversion rate of our users.