VU Network

This long tail marketing network generates thousands of high quality conversions.

Components

Category Archives

Topical archive pages display content in a gallery format while ensuring complete search engine indexing. Each category can stand alone as a topical landing page with featured posts individually chosen by conversion analysts.

Article Entries

Each entry comes stocked with multiple conversion opportunities with multivariate testing assumed from the start. Craft Matrix blocks allow content editors to select various calls to action inline with the content.

Navigation

The number and depth of topics presented a unique challenge — how to express the structure and encourage engagement. Solution: a hybrid toggle menu was developed to give users a glimpse of the top level categories while still allowing full exploration.

Ask the Author

Creating a sense of accessibility to the authors through comments or direct contact forms has built brand trust that shows in the form of conversions that can be traced to comments.

Conversion testing

Our pre-qualification conversion form can take on different formats and looks depending on the context of the article.

The real challenge:

Update an existing heavily customized WordPress network without interrupting SEO.

Looks can be deceiving

While on the surface this is a simple long tail marketing network, its predecessor was built from several years of specific SEO hacks and questionable directory structure decisions that ultimately had to be replicated in full.

An enormous amount of analysis by our SEO team helped us nudge this project into position to continue being a major source of conversions for Veterans United.

The entry pages provide multiple conversion testing opportunities.

Team

  • UX Researcher
  • Front End Developer
  • SEO Specialist
  • Content Strategists

Technology

  • Twig
  • Proprietary Form Framework
  • Sass
  • Typekit
  • CraftCMS

Tools

  • PhpStorm
  • Codekit
  • Google Analytics
  • SiteSpect