{"id":4475,"date":"2017-06-01T09:58:00","date_gmt":"2017-06-01T09:58:00","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/?post_type=case_study&p=4475"},"modified":"2026-03-16T10:53:07","modified_gmt":"2026-03-16T10:53:07","slug":"adthena-2","status":"publish","type":"case_study","link":"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/adthena-2\/","title":{"rendered":"Driving a 500% increase in demo requests for Adthena"},"content":{"rendered":"\n
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\n Back to Case Studies<\/a> <\/div>\n

\n Case Study<\/p>

\n Adthena<\/h1> <\/div>\n
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Search strategy enhancement for a competitive intelligence tool.<\/p>\n <\/div>\n <\/div>\n<\/div>\n

\n \"A <\/div>\n <\/div>\n <\/section>\n\n\n \n
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\n About the brand<\/h2> <\/div>\n
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Adthena is the market-leading competitive intelligence tool for search. This dynamic digital marketing solution uses machine learning to provide its users with a comprehensive view of the Search Marketing landscape.<\/p>\n

Used by an impressive number of high-profile companies across multiple sectors, Adthena offers \u201cunrivalled competitive clarity\u201d by giving its users insight into competitor activity.<\/p>\n

The Task<\/h2>\n

Despite the ingenuity of this complex yet highly effective tool, it seemed that there were various technical issues affecting the website\u2019s ranking potential which in turn had a negative impact on its traffic levels.<\/p>\n

Elixirr Digital were brought in to help optimize Adthena\u2019s web presence, not only by building them a new website, but also by planning and then implementing a solid search strategy.<\/p>\n

\u2018Demo Request\u2019 was also highlighted as an important factor to be optimized, as users are more likely to convert after sampling the tool.<\/p>\n

The Challenges<\/h2>\n

Due to the unique function of an artificially intelligent tool like Adthena, we quickly identified that the biggest challenge we faced was deciding how to best promote this tool in such a niche marketplace with such a specific target audience (i.e. high-achieving search marketing professionals and agencies).<\/p>\n

We also highlighted that understanding Adthena and its impressive uses involved a relatively long user journey. While this isn\u2019t necessarily a negative thing, it does involve the risk of \u2018incomplete engagement\u2019 and therefore missed opportunities for conversion.<\/p>\n

What We Did<\/h2>\n

After completing a thorough audit of the website, we had identified the key issues and decided on a plan of action on how to maximize the targeted user awareness of Athena. This plan involved utilization of both paid and organic search (PPC and SEO).<\/p>\n

We started with keyword research in order to better understand how to acquire and maintain audience attention.<\/p>\n

Once this had been completed, we were then in a better position to recommend more specific and relevant page titles and meta descriptions (on-page information which is read and ranked by search engine spiders).<\/p>\n

To ensure we made the site as technically sound as possible, we also enhanced the site speed and rectified instances of duplicated content.<\/p>\n

Where PPC was concerned, our user research gave us insight on how to target the right audience in order to minimize wasted spend and maximize conversion rates. The paid search campaign focused on lead generation which we measured through interactions such as calls, demo requests and event registrations.<\/p>\n

The Results<\/h2>\n

The outcome of the implemented SEO and PPC strategies was an impressive increase in site traffic year-on-year, and most importantly, a significant growth in conversion rate \u2013 in the form of demo requests.<\/p>\n

SEO Results:<\/strong><\/p>\n