Fertility2Family

Fertility2Family is dedicated to simplifying the journey to parenthood. Since 2009, it has been a trusted provider of affordable, high-quality fertility products that help prospective parents overcome the challenges of conceiving. 

Understanding the emotional and financial stresses of fertility, Fertility2Family offer a range of reliable tools that assist in conception. Fertility2Family stands committed to supporting families by making the process of starting a family less stressful and more affordable and accessible.

Fertility2Family has been a long-term client of Reform Digital, working with us on short-term SEO projects and an ongoing Google ads retainer. 

In 2022, the client shifted to managing SEO and paid ads in-house. Within a few months, there was a marked decline in the organic performance of their website. 

This downturn was exacerbated by changes to their website’s structure, resulting in a loss of web traffic and keyword rankings. The content on the F2F website, which previously leaned towards sales-focused material, further suffered under Google’s updated content policies that favour original, information-rich E-E-A-T content. These updates restricted the website’s visibility to primarily Australian audiences. 

This period of upheaval meant that the Reform Digital team had to troubleshoot with a thorough technical audit and a strategic review of Google Ads to identify any immediate opportunities. Our immediate goal was to recover traffic and improve overall site performance. Through these efforts, Reform Digital was able to stabilise and enhance Fertility2Family’s digital presence.

Reform Digital came in with a three-pronged approach:

• SEO Optimisation and Content Redesign 

Reform Digital did technical SEO optimisations and content refreshes for the Fertility2Family website. Our SEO copywriting efforts were focused on creating information-rich blogs that made sure medical information was accurate and easy to understand. Our efforts catapulted multiple Fertility2Family pages into the top 5 search results on Google across various relevant keywords. This SEO boost not only enhanced our site’s visibility but also significantly refined the targeting and efficacy of our paid ads campaigns.

• Ad Optimisations

We ramped up the performance of Google Ads. Our goal was to maintain costs while increasing revenue. We did this by split-testing and creating personalised paid ad campaigns. Our team also focused on audience segmentation. This meant that we targeted more relevant audiences who are not only clicking through on our ads, but also converting. Lastly, our team gave design recommendations for collection pages to improve the ad experience. 

• Business Consulting 

Reform Digital also took on a consultative role for a wide range of their online activities, such as helping Fertility2Family redesign their collection pages for overall user experience and pushing for a more interactive approach to their website with an online quiz. Following a thorough analysis of the website, we delivered a comprehensive roadmap of development tasks, setting the stage for seamless technical enhancements.

Over the last few months, we have been able to recover the damage caused in early 2023. Reform Digital’s Google Ads strategy:

• Increased conversions by 57.15% and ROAS by 50.44%
• Generated a ROAS of 3.47x
• Established a CTR of 6.87%, which is high for Google Ads)
• Decreased cost per conversion by 38.58%

All the while maintaining costs and clicks.