Osbornes Solicitors LLP – The Highs and Lows of Cycle Safety

Posted on October 1, 2012 by richard

Objectives

• Produce an interesting, informative and sharable infographic
• Increase Accident Claims search rankings for the term accident claims and, subsequently, see a rise in conversion rates
• Create links and increase site traffic to www.accidentclaims.name
• Build on brand awareness
• Attract new customers
• Build a relationship with the online community

Content

The Highs and Lows of Cycle Safety

In order to include information that provided a balanced view of cycling, we created an infographic featuring a range of facts and statistics highlighting both the benefits and risks involved with cycling.

Given the recent protests in Europe over road safety for cyclists, as well as The Times ‘Cities Fit for Cycling’ campaign, this was a particularly relevant and topical subject.

The infographic was framed in a way that it discussed the accidents that may occur as a result of dangerous conditions while expressing the need for change, positioning Osbornes as an authority on subjects that matter.

Who did we communicate with?

The majority of those we targeted were from the cycling community; however, infographic directories also formed a large portion of our outreach efforts.

Results

Success was tracked against the following KPI’s:

• An increase in rankings for specified search terms
• The number of new site visitors
• An increase in conversion rates
• The number of likes, shares and retweets within the social media channels
• An increase in conversion rates
• The number of bloggers writing about the infographic

Below shows the fluctuations in rankings from 9th July to the 23rd July:

The number of new site visitors

Below is a comparison of unique visitors to www.accidentclaims.name from 9th July until 27th July (the time of outreach) measured against another 18 day period: the 1^st to the 18th June. The graph shows a significant increase from July, peaking at 639 unique visitors as the infographic gained coverage.

The number of likes, shares and retweets within the social media channels

From a total of 98 twitter mentions of the infographic, there were 248,210 impressions on Twitter.

     

Other social channels formed a large proportion of the infographic’s outreach. For example:

• Google+ – 46
• Facebook – 78
• Pinterest – 10
• Linkedin – 7
• Love Infographics hearts – 85

The number of bloggers writing about the infographic

The infographic was featured across at least 20 sites, gathering significant tweets, likes, shares and Google +’s along the way. For example:

> dailyinfographic.com
> infographicsshowcase.com
> infographicsarchive.com