MERIT OEM HOMEPAGE & PRODUCTS PAGES UPDATES
ABOUT THE PROJECT
Merit Medical’s OEM division provides a vast array of customizable devices and components for new and existing projects. While they are a leader in their industry, their website struggled with lead conversions and organic traffic growth. The majority of OEM’s clients come through the website in the bottom of the sales funnel, ready to make a purchase but the current content layout did not optimize this user path.
We updated the site to include a clean and concise product category layout to get users where they needed to go as efficiently as possible and added on-page SEO elements to their vast product offering to create context to the user and search engines. The result is a site that continually grows with organic search traffic, has improved keyword/phrase rankings, and has seen an increase in lead conversions.
DESIGNED TO CONVERT
After heat mapping OEM’s site, it was determined that there were not enough clear opportunities for users to easily add items to their cart and continue to shop. We cleaned up OEM’s individual product pages content layout to reduce redundant copy. Clearly located call-to-action buttons were included to drive users towards adding products to a quote and/or request a sample. A related products section was also added to increase user engagement during a single session.
STREAMLINE USER PATHS
Because of their custom capabilities, OEM has an extensive product offering with many variations within each product. To eliminate confusion and ease the “buying” process, we developed an advanced product features filtration sidebar so a user can easily navigate to the product(s) they are trying to find.
ORGANIC SEARCH CONTINUES TO GROW
In the end, this lead to an increase in overall conversions and increased organic search traffic by 49% in 2109 (vs. 2018) and we continue to see improvement to other key performance indicators around user behavior and improvement with OEM’s search engine results positioning (SERP) .