Aware Super is one of Australia's largest super funds, a profit-for-members fund that manages investments and retirement savings for over 1 million Australians, offering super, insurance, investments, and advice.
THE CHALLENGE
The superannuation industry is largely dominated by a couple of brands who is doing well and ranking across most of organic searches related to super and retirement. Aware Super has a project involving optimising their retirement and superannuation pages and has asked us to audit their site and conduct a competitor analysis
Step 1- Investigate search patterns
We used tools such as brightedge and google keyword planner to identify search patterns on what people are mainly searching for. Focusing on all stages of customer journey (funnels)- informational intent, commercial intent and transactional intent. For example: Top funnel: How much to retire? Bottom funnel: Best Superannuation funds
Step 2- Competitor Analysis
We conducted a competitor analysis for content and UX of top performers in the superannuation industry, such as Australian Super and Australian retirement trust. We evalaute each superannuation content strategy and goes into details of the best practices to do in the audit.
Step 3: Recommend New IA (Pages to build & Optimise)
After identifying which competitors are doing the best at specific contents, we then create a content gap analysis with key recommendations: Build up new pages or optimise existing pages. Then we recommend a new information architecture & main menu navigation for both the superannuation and retirement sections
Results
Following our on-going SEO partnerships, here are the promising results, Aware super non-branded searches has grown over 25% in the course of 6 months. With our proposed new pages: "How much to retire" and "Working in retirement" ranking in page 1 in search results and capturing large amount of organic traffic.
