Real Issue with Traffic & Conversion

1. What was the main issue identified in the Vpod case study?

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The core issue was a serious loss of traffic and conversions caused by slow page load speeds. Google Lighthouse reports showed pages taking up to 13.8 seconds to load — resulting in 77.6–100% abandonment before content was even visible.

 

2. How did poor page speed impact marketing performance?

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Slow loading meant Google and AI crawlers often failed to read or index content, while users dropped off after 8 seconds. Conversion rates fell to 0–2%, well below the 6% benchmark expected from optimised landing pages.

 

3. What steps were taken to fix the issue?

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• Google Lighthouse optimisation to improve speed scores.

• Ownership and access to website corrections to ensure technical accountability.

• Purity PPC engineer, testing to measure before-and-after results.

• Landing page redesign with lighter code and cleaner structure.

• Switch to campaign-specific PPC landing pages replacing low conversion web pages.

 

4. What were the before-and-after results of the fixes?

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After optimisation, pages loaded in a fraction of the previous time. The goal is to move from a 0–2% conversion rate toward 6–8%, recovering an estimated 300% –500% of previously lost leads.

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5. Which campaigns were prioritised for improvement?

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Research identified five core PPC campaigns to focus on:

1. Asset Management

2. Parcel Management

3. Smart Lockers

4. Padel Lockers

5. Competition / Benchmarking Campaigns

 

6. Why is page speed such a critical marketing metric?

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A page taking longer than 8 seconds to load loses over 70% of visitors. At 13+ seconds, Google and AI models stop crawling — meaning your ad spend drives traffic that never converts or even gets tracked.

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7. What’s the planned roadmap for improvement?

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Phase 1: Test existing pages (2–3% conversion).
Phase 2: Deploy fast landing pages (target 4% conversion).
Phase 3: Launch high-performance pages with strong value trades (target 6%+ conversion).
The objective is to fix page speed, relaunch campaigns, and scale lead volume before the seasonal slowdown.

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8. What results are expected once optimisation is complete?

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Once new landing pages hit a 6–8% conversion rate, PPC efficiency is forecast to triple — turning the same ad budget into 2–3× more qualified leads.

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9. What lessons can other SaaS or tech firms learn from this?

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• Never ignore page speed audits — they directly affect ROI.

• Use data-driven testing (Google Lighthouse, Purity reports).

• Don’t rely on general web pages for PPC — use purpose-built landing pages.

• Link marketing metrics (traffic, conversion, ROI) to business outcomes.

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10. What’s next for Vpod’s PPC and landing page optimisation?

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Once speed and design fixes are completed, Vpod will relaunch PPC across its five core campaigns — aiming for 90+ page-speed scores and measurable ROI uplift within six weeks.