How Cincopa increased their organic traffic by 148% and conversion by 35%
December 30, 2024
"Bohdan went above and beyond our job assignment. I can definitely recommend."
LIOR BANDERSKY
Vp of Product, Cincopa
Cincopa is a well established service that drives >41% of its 300k monthly traffic from Organic Search. It has been ranked very high against most of its core keywords.
Company bio
Cincopa is a multimedia content hosting service launched in 2006. Cincopa allows for easy upload, embedding, customization, organisation and analysis of video / image content.
Industry: SaaS, Video Cloud Hosting.
Cincopa has introduced a new video hosting services, yet, have been continuously "slipping" into approaching the new service in the old marketing terms. So, both Inbound Traffic and the Conversion Rate was relatively low.
WHAT WE'VE SEEN
Hypothesis
Lior and the team felt frustrated about a lack of understanding of the user experience of new service cusomers (vs the existing ones).
So, they specifically wanted to know how to build landing pages that will appeal to certain types of user experience (UX). Also, they wanted to know what marketing experience they can learn from their competitors.
From what I've seen m hypothesis was:
A Fragmented Marketing Funnel
Cincopa team felt that they may need to change the focus of their user engagement efforts as a client would go down inside the marketing funnel. Their old marketing funnel appeared to be too fragmented and letting a little too many users out.
Blog was not performing well enough
The content was a little too biased toward design and layout topics. With an evident lack of user facing and educational content. The site's blog was slow to index and slot to gain traffic.
Conversion: Free Trial Users vs Direct Buyers
Cincopa made many tests in the past and tried different registration funnels and tactics. The original funnel was showing the users the free account, no trial, and they could use it until it's blocked and they were requested to purchase.
The Process
Performance Analysis
I did a research into how users interacted with the landing pages, blog articles and the social and consolidated all the data in one page memo.
Tech SEO and Content audit
I've looked at the technical performance of the site, crawlability and indexation, the blog's content — topics coverage, as well as the company web reputation.
CRO — I priorotized the funnel
While assessing the landing pages and the content, I understood that the challenge was in how to rebuild the funnel, the key that opens other doors.
ACTING AS A SOUNDING BOARD
I've conducted interviews within the team to uncover ideas
The first thing we noticed looking at the Cincopa content is that it had lots of potential to rank. Yet, the potential was not realised and content didn't feature the conversion funnel.
The offers structure missed a Free plan. The proposition of each plan at times was not clear. The team knew that offers were not visible on site and the conversion was relatively low.
What I Did
Scope of our work included three main assignments: Marketing Strategy, Content Strategy and SEO.
Marketing Strategy
User experience research,
Landing page Research and Development, Analytics data consolidation and research, Marketing strategy development and optimization.
Content Strategy
Setting up of a Content Machine,
Content distribution strategy.
SEO
Sitemaps consultation,
Indexing consultation,
Semantic Search guidance,
Knowledge Graphs implementation.
Conversion Results
Conversion to Paid Plans +35% on average due to a more streamlined plans structure and a new Funnel.
We came with a road map of how to engage users through educational resources, nurture and eventually convert them through a Free Trial (product tour).
+35%
Conversion Rate
SEO Results
Organic Traffic rose +148% due to site's tech validity and a greater content production that came with a Content Machine.
+148%
Organic Traffic
Why growth systems break and how to fix them?
Growth rarely fails because of lack of effort.
It fails when value becomes distorted across the system and waste accumulates unnoticed.
If you want to discuss your GTM or growth strategy, let's chat.
About the author
GTM strategy consultant, author of the Go-To-Market FOMO newsletter with 17 years experience in Growth Systems Design.
Bohdan Lytvyn
"WASTELESS GROWTH" BOOK AUTHOR