YPO

YPO is a British B2B supplier of products and services to schools, local authorities, emergency services and charities. Facing growing competition from specialist suppliers in the education market, YPO knew it needed to bolster its B2B digital presence.

While planning a longer-term digital transformation journey for the business, UNRVLD uncovered some quick wins that would have immediate impact. New customer acquisition from organic search was under-potentialised, particularly visibility for non-branded keywords. Plus there were challenges for YPO’s customers to find all the products and services they might want to buy once on the site.

Addressing these issues would benefit customer experience and SEO rankings, delivering revenue uplift prior to the roll-out of the rest of the digital improvement roadmap we have planned.

The first step was to understand YPO’s primary audience of educators and procurement professionals, identify gaps in search visibility, and prioritise how to optimise pages which were most likely to convert.

Using AI-enabled workflows, our SEO team mapped over 22,000 keywords to target URLs for Category Listing Pages (CLPs) and Product Listing Pages (PLPs). Opportunity analysis was completed and actioned; using ranking data, SERP features and seasonal search trends to prioritise pages for SEO improvements with the highest potential to grow organic traffic and influence ecommerce performance.

UNRVLD then implemented a new Sitecore AI-enabled on-site search and merchandising solution for YPO’s existing ecommerce site, to allow customers to browse and discover products within YPO’s large product catalogue more easily.

• 120%

  Increase in visibility of tracked keywords

• 84%

  Increase in keywords achieving top positions

Within twelve months, YPO’s improved ecommerce visibility has seen it outperform key competitors, reach untapped audiences of casual non-school customers and deliver revenue growth. Comparing year on year, YPO has seen 16% growth in online revenue attributed to organic search traffic.

With the advanced search and merchandising capability live on YPO’s website we have confidence in continued growth in YPO’s conversion rates and online revenue.

UNRVLD and YPO are working together on the next stages of its digital transformation journey, including substantial upgrades to its digital platforms and continuous improvements to the digital experience it delivers.