ellaOne (HRA Pharma)

ellaOne is a ‘Morning after pill’

What we did

SEO

During Q2 2021, we began to merge the content from ellaOne’s satellite website ‘My Morning After’ into a new section on the ellaOne website called ‘Magazine’. Adding the ‘My Morning After’ content to the website massively increased organic traffic. Although the primary purpose of the Magazine articles is to inform and entertain users, these pages contributed to almost doubling the number of organic transactions being produced by the site.

Paid Media

Focusing on transactions as the sole goal of the website was our plan to increase the conversion rate. The campaigns were originally focusing on consideration goals, as well as conversion goals, meaning the conversion data was muddied and not giving the right signals to the Google algorithms to optimise for sales. By eliminating the engagement goals from the conversions in Google Ads, we were able to feed Google the right data for the smart bidding to work correctly.

The results

SEO

From H1 2019 to H1 2022:

• 91% increase in organic transactions
• 96% increase in clicks
• 112% increase in impressions
• 1361% increase in organic traffic

Paid Media

Since implementing this plan, we have seen the conversion rate for the website more than double from 5% to 11%. This is a superb result and, as intended, focusing on optimising toward the more important action on the website has resulted in a more efficient sales cycle on site and lower cost per transaction for ellaOne.