CPR123 Website, SEO & Internet Marketing
Client: CPR123
Description: CPR123 offers health and emergency medicine classes to health care professionals, including nurses, EMTs, and PAs, as well as to the general public. When we first started working with CPR123 they offered classes at one location, in Flushing, New York. Now, however, they have locations in Flushing, Long Island, and Manhattan, and are opening another location in Brooklyn in 2012. In addition to their physical locations, they also offer online courses.
Goals: Create an easy-to-use and practical website that integrates with their class registration and e-commerce program through EnrollWare (chosen by the client). We also facilitate search engine optimization; social media promotion; newsletter research, composition, and distribution; and internet marketing for their classes and certification programs. We have sought to increase organic visits by 50% over six month and over 100% over twelve months, and increase the conversion rate by 1%.
Solutions: Design and build custom web themes and re-factor previous branding including logos, colors and photography. Test visitor behavior with tools like Crazy Egg and Optimizely.
How Success Was Measured: Key Performance Indicators (KPI’s) were setup in advance and during the process. These included: course registrations by category, by revenue, by instructor, dollar amount of donation submissions, number of contact submissions, number of volunteer submissions, and number of newsletter sign-ups. Key targets were setup for each KPI and the site has evolved to meet these KPI targets. When one target isn’t reached – an evaluation is made and changes recommended in order for the KPI to reach target. Changes are deployed and new KPI targets are set accordingly.
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