Since its inception, Go1 has achieved an impressive annual revenue growth rate of 100%. To sustain this growth, the company set its sights on increasing organic traffic and Marketing Qualified Leads (MQLs) generated through inbound strategies. Their website had tremendous potential for growth, and with a 100% increase in revenue, there was an opportunity to optimize their site's conversion rate. Additionally, by scaling their organic lead generation efforts to new heights, they could continue to keep pace with their growth rate.
To achieve their objectives, Go1 required a specialized high-tech partnership to help improve overall page performance through the update of landing pages and enhance the entire website code and structure alongside a newly optimized SEO strategy. It was also crucial to empower their marketing team autonomy and capabilities with the increase of custom-made components for their CMS.
The UX and SEO optimization project for Go1 was divided into two distinct phases. In the first phase, Moonshot was brought in as an external consultant to deliver fast, optimized pages to showcase their course catalog. This strategy involved publishing content from their database to reach long-tail users, targeting areas with low SEO competition, and aiming for high search engine rankings. The team successfully launched over 20,000 pages and got them indexed on search engines. This led to the team’s involvement in supporting marketing efforts on other parts of the website.
In the second phase, the team took ownership of the entire website project from a technical perspective. The main requirement included continuous support to help marketing achieve its goals, while also periodically improving the performance of pages across the entire site. During this phase, Moonshot’s dedicated team worked as a hub to coordinate stakeholders from Product, DevOps, Marketing, Engineering, Design, Legal, and HR, to successfully launch the new version of the website.
The focus during the second phase shifted from page quantity to page quality, with fewer pages being built with more engaging content.
For this solution, it was essential to keep the static site architecture to ensure fast-performing pages and monitoring tools to validate that changes were deployed on time and that new releases did not decrease performance. Before each deployment, the code was thoroughly tested to ensure nothing would break in production.
The whole transition was made without downtime, with a risk mitigation strategy in place to accommodate a global company like Go1 where someone is visiting the site at any time, any day. Quality assurance processes ensured that the website was running smoothly and that any issues were quickly resolved.