Increase in total organic search traffic year-over-year, in only 6 months.
Increase in organic clicks to the blog year-over-year post migration.
Increase in organic search lead volume year-over-year.
Decrease in total site bounce rates.
For over 20 years, NCSA College Recruiting has offered recruiting advice and college coach connections to high school student-athletes around the world.
NCSA’s mission is to Inspire and empower every student-athlete in the world to win their future. Founded by athletes, we support student-athletes in their self-discovery and journey to playing their sport in college.
Rather than take on a substantial amount of technical debt to move this outdated content over we shifted our focus into the creation of new content with a purpose.
NCSA’s sprint cycles also presented some challenges, as web updates had to be deployed in 2-week sprints. This limited the speed at which small updates could be made and forced the team to prioritize updates by potential impact.
Lastly, there were some limitations to what we could influence, given much of NCSA’s user journey occurs in-product. Optimizing the user experience beyond the gate was out of the Marketing teams’ scope and would require the product teams’ buy-in and resources.
This 6-month initiative spanned across tactics and channels, requiring ongoing collaboration of NPD & NCSA Marketing, Content, SEO, Web, and Analytics teams.
To improve data accuracy, we outlined robust technical implementation specs which were deployed by NCSA in 2-week sprints over four months. The complexity required frequent working sessions between NPD and NCSA product owners, web dev, data science, and marketing teams.
To improve traffic, we provided a content roadmap that was divided amongst teams for execution. NPD and NCSA collaborated on production, NPD driving strategy and NCSA executing flawlessly. A blog migration was executed simultaneously by NCSA.
To improve the user experience, we conducted interviews with NCSA customers to understand pain points and content gaps. At the same time, NCSA mined their CRM for demographic and sales trends to present a cohesive qualitative and quantitative view.
To improve conversion rates, NPD and NCSA collaborated on CRO and ran experiments through Google Optimize. NPD designed the tests, NCSA developers handled code updates, and NPD executed the tests.
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