Honing our digital identity

As Nitro’s one and only content strategist, I worked with our designers, web developers, Digital Marketing Manager and Head of Marketing to outline and implement a digital strategy that got people to our website — then helped keep them there.

Ad Strategy

While Nitro had an assortment of ads for specific campaigns, we lacked an evergreen set of retargeting ads designed for prospects at each stage of the funnel. Based on specific website behavior — like visiting the pricing page or starting a trial — we identified visitors as ToFu, MidFu or BoFu.

Then, I built ad messaging tailored to each audience and their needs, such as third-party validation or discounted pricing to nudge them to purchase. Within each group, we also tested CTA variations.  

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Not only were the testing results in line with our hypotheses, our ads doubled our ROI, lifted engagement by 250% and generated hundreds of thousands of dollars in revenue.   

Web Optimization

But our job wasn’t finished. Even after we launched our rewritten, redesigned and rebuilt GoNitro.com website, we continuously monitored key metrics like clicks, time on page and bounce rates. While our newly crafted site drove higher engagement, clicks and scroll depth than our previous site, we continued to hone the web experience.

Based on our user insights, we A/B tested headline copy, CTA placement and language, and overall flows. The result has been a more engaged web audience that converts at a higher, faster rate and with fewer steps.

SEO 

An easy-to-navigate, informative and unique marketing site is critical to a company’s success — but only if people are getting to the site in the first place. I worked with our Digital Marketing Manager and SEO Specialist to optimize all existing and new web pages, balancing SEO best practices with the integrity of our brand voice.

Our extensive research and optimization efforts resulted in significant achievements for some of our most important non-brand search terms, including boosting one of our rankings to Google’s front page and advancing another from rank 90 to page two.