Success Story: SEO & Performance Optimization for a Website

Rootstack provided support to a health insurance company to build a website with the highest possible performance.

Challenge

 

Our client, an American health insurance company, was interested in improving and optimizing its website’s performance. Like many other companies, they depend on the traffic of visits they receive to improve their online presence, obtain a more significant number of leads and appear in searches. That is why they trusted Rootstack to make continuous improvements in SEO and overall site performance, working in conjunction with the client's SEO and digital marketing team..

 

Our Solutions

 

Our work is global and has several axes. To begin with, we made sure that any images uploaded to the site were passed through a service that compresses them so as not to affect their loading speed.

 

We also incorporated special loading techniques working with Varnish Cache, a web application accelerator known as reverse HTTP proxy cache. It is installed in front of any HTTP server and configured to cache a copy of the requested resource on the server. By keeping the results in its memory, when this information is requested, loading is instantaneous.

 

We also worked with a CDN (Cloud Delivery Network) called CloudFront. This network of servers looks for the closest server to the user to deliver website assets with the highest possible speed.

 

Not only this, but we also worked with a series of tools such as Metatag to manually and automatically provide the site's HTML tags for each of the pages.

 

We also did A/B testing making color changes on buttons and other designs on the site to analyze user behavior using heatmaps and defining the best alternatives according to performance. Likewise, we studied conversion funnels and forms to measure where users abandon the purchase process.

 

Rootstack then managed to make multiple optimizations to increase the number of sales through the site, improving the performance of the page throughout its structure, including SEO aspects and other fundamental design pillars.

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