{"id":40194,"date":"2024-06-11T15:16:21","date_gmt":"2024-06-11T15:16:21","guid":{"rendered":"https:\/\/nuoptima.com\/?post_type=case&p=40194"},"modified":"2026-03-06T13:29:00","modified_gmt":"2026-03-06T13:29:00","slug":"the-happiest-hour-case-study","status":"publish","type":"case","link":"https:\/\/nuoptima.com\/case\/the-happiest-hour-case-study","title":{"rendered":"Marketplace Increases Conversion 3.4x in 121 Days"},"content":{"rendered":"
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324.31%<\/strong><\/strong><\/strong><\/p>\n\n\n

Increase in Conversions<\/strong><\/p>\n<\/div>\n\n\n\n

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78.54%<\/strong><\/strong><\/strong><\/p>\n\n\n

Increase in Organic Traffic<\/strong><\/p>\n<\/div>\n\n\n\n

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169%<\/strong><\/strong><\/strong><\/p>\n\n\n

Increase in Top Ranking Keywords<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n

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About The Happiest Hour<\/h2>\n\n\n

The Happiest Hour is a platform that connects its users with pub events and offers throughout Australia. This service is available via its website as well as an app.<\/p>\n\n\n

They approached NUOPTIMA as they wished to improve their online performance. The global pandemic resulted in an initial loss of traffic as people were forced to stay home and pubs were closed. Furthermore, they witnessed a decline in traffic in the middle of last year (2023) due to a website rebuild.<\/p>\n\n\n

The Happiest Hour wanted an external consultant to examine their website with a fresh pair of eyes. They were seeking expertise with multi-listing and marketplace SEO to help them appear in search engine results pages (SERPs) for thousands of pages with dynamic search entries.<\/p>\n\n\n

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Team<\/h2>\n\n\n

The Happiest Hour Team<\/h3>\n\n\n
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Joonas Karppinen<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n

CEO and Co-Founder<\/strong><\/strong><\/p>\n<\/div>\n\n\n\n

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 Louis du Pisani<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n

Growth Lead<\/strong><\/strong><\/strong><\/p>\n<\/div>\n<\/div>\n\n\n

Responsible NUOPTIMA Team<\/h3>\n\n\n
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Aman Ghataura<\/strong><\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n

Head of Growth<\/strong><\/strong><\/strong><\/p>\n<\/div>\n\n\n\n

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Adrijana Palatinus<\/strong><\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n

SEO Lead<\/strong><\/strong><\/strong><\/p>\n<\/div>\n\n\n\n

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George Ilich<\/strong><\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n

Head of Business Development & Clients <\/strong><\/strong><\/strong><\/p>\n<\/div>\n<\/div>\n\n\n

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Website Performance Before Hiring NUOPTIMA<\/h2>\n\n\n

To give a clearer idea of the issues faced by The Happiest Hour, let’s consider their website performance before enlisting our services in December 2023.<\/p>\n\n\n

As mentioned, the client had a website rebuild in the middle of 2023. The SEO migration<\/a> resulted in a loss of pages, specifically pages that targeted the keyword “specials [locations],” such as “specials Melbourne” and “specials Sydney.” This stopped them from being able to rank for their target keywords. <\/p>\n\n\n

The screenshot below shows their lost pages (the gray URLs):<\/p>\n\n\n

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Due to these lost pages, they also lost all their keyword rankings, which is illustrated below:<\/p>\n\n\n

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Moreover, most of the client’s pages had been redirected, which also resulted in a substantial loss of pages:<\/p>\n\n\n

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The Happiest Hour was understandably concerned with these issues, so a few months after the website rebuild, they enlisted NUOPTIMA’s services in December 2023 for professional insight and assistance.<\/p>\n\n\n

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Action Plan & Implementation<\/h2>\n\n\n

After gaining a clear understanding of the client’s issues, our expert team at NUOPTIMA set out an action plan and carried out a wide variety of fixes, including technical SEO, on-page SEO, and content optimizations. Let’s break down the various steps we undertook, the aim behind each step, the actions involved, and their consequent effects:<\/p>\n\n\n\n

Steps NUOPTIMA Conducted<\/strong><\/td>Goal<\/strong><\/td>Actions Involved<\/strong><\/td>Impact<\/strong><\/td><\/tr>
Redirect Issues<\/strong><\/td>To ensure that all site traffic is directed to the most current and secure version of the website, i.e., \u201cHTTPS,\u201d not \u201cwww.\u201d<\/td>We implemented 301 redirects across various old and unsecured versions of The Happiest Hour\u2019s URLs to unify and secure the site\u2019s URL structure.<\/td>The implemented redirects prevented split-page rank and secured all site entries. This boosts SEO integrity and increases user trust.<\/td><\/tr>
Sitemap Issues<\/strong><\/td>To clean and optimize the sitemap for better crawling efficiency. <\/td>We reviewed and trimmed invalid URLs from the sitemap.
We included valid orphan pages in the sitemap and established internal links to integrate them into the site structure.
We removed or redirected non-indexable and outdated URLs.<\/td>		This enhanced site crawling and indexing, which facilitated better content discovery by search engines, such as Google.<\/td><\/tr>
Site Architecture &  User Experience (UX)<\/strong><\/td>To improve site navigation and UX.<\/td>We redesigned homepage sections to prominently feature \u201cTrivia Nights\u201d and \u201cEvents\u201d with direct calls-to-action (CTAs).
We modified the \u201c\/specials\u201d page to prioritize list views over map views with toggle functionality.
We enhanced overall navigation by making entire venue cards clickable.<\/td>		These fixes improved user engagement and increased session durations, directly contributing to lower bounce rates and higher conversions.<\/td><\/tr>
In-Depth Keyword Research & Content Strategy<\/strong><\/td>To gain rankings and improve visibility for the \u201cSpecials\u201d page.<\/td>We conducted deep keyword research and carefully crafted a content strategy.
Based on our keyword research and content strategy, we introduced a clean URL structure specifically tied to cities, specials types, and weekdays (instead of the client\u2019s filtered URLs).<\/td>		This increased organic traffic and improved rankings for the \u201cSpecials\u201d pages, resulting in higher visibility and engagement from targeted audiences.
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Page Titles & Meta Descriptions<\/strong><\/td>To optimize meta tags to better target primary keywords and improve click-through rate (CTR).<\/td>We revised page titles and meta descriptions to meet the necessary length and relevance standards.<\/td>This resulted in increased visibility and CTR from SERPs.<\/td><\/tr>
H1 Heading Optimization<\/strong><\/td>To strengthen on-page SEO by optimizing header tags.<\/td>We corrected and implemented unique and relevant H1 tags across all pages.<\/td>This improved content structure, which facilitated better UX and search engine comprehension.<\/td><\/tr>
Not Found (404) Errors<\/strong><\/td>To address and minimize the impact of 404 errors.<\/td>We restored valuable missing content and implemented 301 redirects or 410 statuses where appropriate.<\/td>This step reduced user frustration and prevented ranking losses as a result of broken links.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n

By meticulously following these steps, the client’s website experienced significant improvements in both UX and overall SEO performance. <\/p>\n\n\n

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Results<\/h2>\n\n\n

The Happiest Hour invested in NUOPTIMA’s services in December 2023 and still does as of the time of writing (June 2024). Since enlisting our help, we have managed to achieve impressive results for the client, which has helped improve their online performance.<\/p>\n\n\n

Let’s break down some of the key results our agency has generated to date.<\/p>\n\n\n

Conversions<\/h3>\n\n\n

First, let’s consider their key events (conversions)<\/strong>. A key event is something that you would like a user to do. For instance, this could be making a purchase or clicking a button. For The Happiest Hour, this metric refers to “first opens,” an event triggered when a user launches their app for the first time after installation. The screenshot below shows key events from when the client first enlisted NUOPTIMA’s services compared to four months after collaboration began. We can see that there has been a staggering 324.31% increase from organic search:<\/p>\n\n\n

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Organic Traffic<\/h3>\n\n\n

Next, let’s assess organic traffic <\/strong>data. Organic traffic refers to visitors who land on the site from unpaid sources:<\/p>\n\n\n

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This screenshot above from Ahrefs illustrates how we have skyrocketed The Happiest Hour’s organic traffic. The first line on the left represents the start date of our collaboration, and the second line represents the start of our audit implementation. <\/p>\n\n\n

Let’s break down the numbers:<\/p>\n\n\n

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In December 2023, The Happiest Hour generated organic traffic of approximately 6.6K. Fast forward to April 2024, and this number has increased to almost 12K visitors. This represents an impressive increase of 78.54% in organic traffic over the four-month period. <\/p>\n\n\n

Also, there is a significant increase in engaged sessions<\/strong>. These are sessions that last longer than 10 seconds, have at least two screenviews or pageviews, or have a key event. Compared to the same period, engaged sessions from organic search on the client’s site are up by 109.4%!<\/p>\n\n\n

This data indicates that NUOPTIMA’s SEO and UX enhancements have led to a more visible, engaging, and user-friendly site, driving substantial improvements in traffic and user engagement.<\/p>\n\n\n

Total Clicks, Total Impressions, and Average SERPs Position<\/h3>\n\n\n

Now let’s analyze some other key results we garnered for The Happiest Hour between December 2023 and April 2024:<\/p>\n\n\n

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