PRWD

A very valuable morning’s work. A good balance of information that catered well for a mixed ability group. Money well spent!

Becky Jasper, Marketing Director

Company Background

Isabella Oliver was launched in 2003, and has since become home to two essential women’s wear collections; Isabella Oliver Maternity and Isabella Oliver 365.

The brand was founded by Baukjen de Swaan Arons, Vanessa Knox-Brien and Geoff van Sonsbeeck; three passionate individuals whom aspired to create a clothing brand that women would love to wear.

Isabella Oliver use Google Analytics to track visitor behaviour and overall website performance on their e-commerce website, but they were looking for ways in which they can improve how they use the system.

Objectives

Below are some of the primary objectives the Isabella Oliver team had before the training:

• “I’m looking to learn new techniques and improving on what I do now”
• “I’m looking for better ways of working, finding out more about Google Analytics, reducing time spent on reporting”
• “I’m looking how to utilise Google Analytics to make my reporting less time consuming and how to set up our goals correctly”

What We Did

PRWD delivered their 3 hour in-house Google Analytics training session for Isabella Oliver focussing on the most important areas of Google Analytics for retailers looking to get the most value from this powerful analytics system.

Training, expertise and recommendations were provided in the following areas:

• Personalisation
• Annotations
• Goals and Funnels
• Advanced Visitor Segmentation
• Event Tracking
• Custom Reporting
• Analytics Intelligence
• Marketing Activity Accountability
• Google Website Optimiser

Results and Next Steps

Following the training, all attendees from Isabella Oliver now have a much better understanding of how they can personalise Google Analytics to their own specific requirements and areas of responsibilities. Even more importantly, they have learnt a wide variety of advanced techniques which will save them time and effort on a regular basis, as well as using Google Analytics to obtain more valuable customer insights.

Based on the training course feedback, attendees are now using their new knowledge and understanding on a daily basis, which in turn is ensuring they can save valuable time and effort in understanding how visitors are using their website and where opportunities to improve the site exist.

Comments From Attendees

A very valuable morning’s work. A good balance of information that catered well for a mixed ability group. Money well spent!

Becky Jasper, Marketing Director

I found the training provided by PRWD very useful and extremely insightful. Learning how to set up customer reports and automating my reports will save me time and effort in the future.

It was really great to hear about the new features that have recently been released and to see how powerful a tool Google Analytics can be. The Goals and Funnels section really helped me to understand where we were going wrong in terms of tracking our conversions.

The further reading and extra resources at the end will really help me gain even more knowledge about Google Analytics as well.

Amy Jackson, Web Manager

The PRWD training course was well structured, easy to understand and worked for both google analytics beginners and more advanced colleagues within the group.

Claire McNulty, Senior Marketing Manager

The training course provided a fresh burst of excitment to Google Analytics that has helped to be able to go on and measure relavent information that will help to improve the company.

Hannah Barker, Online Marketing Executive

View More Information on our Google Analytics Training

Case Studies on our Google Analytics Training

In the current economic climate the success of our Google Adwords campaign is more important than ever before but rather than continuing to increase daily budget we needed to ensure we maximised the potential of every online visitor by increasing our conversation rate for enquiries.

Since PRWD started the project of conversion optimisation we have noticed the increase in online enquiries.

Andy Saxton, Sales Manager, Contact Packaging

Project Background

Contact Packaging are one of the UK’s leading providers of Pallet Wrap Machines. Following the development of a targeted micro-site to promote the range of pallet wrap machines that they provide, Contact Packaging and PRWD invest time each month to improve the on-site conversion rate of the website.

Although the website has always performed well for the business, during 2009 and the recession, traffic levels were reducing which was having an adverse effect on the number of online enquiries that were being received.

PRWD recommended that a split test should be carried out on the homepage to increase the number of visitors clicking through to the enquiry form and making an enquiry.

Objectives

The project objective was to use Google Website Optimiser to test 3 different call to action messages on the homepage, to determine which version encourages more visitors to click through to the online enquiry form.

By carrying out this split test and improving the click-through rate, it was expected that the on-site conversion rate would also increase as more visitors were actively being encouraged to make an enquiry.

In addition, another primary objective was to reduce the cost per acquisition that Contact Packaging incurred through their on-going Google Adwords campaigns.

What We Did

Analytics Evaluation

We used Google Analytics to monitor what the current bounce rate (single page visits) was for the homepage, along with what the current on-site conversion was. This gave us primary measures on which to plan the alternative marketing messages to determine which version resulted in higher click-throughs and overall site conversions.

Determine Alternative Marketing Messages

Following the analytics evaluation, we created 3 new marketing messages which we felt would encourage visitors to click through to the online enquiry page and make an enquiry.

The 3 messages were:

1. enquire online for our best prices
2. enquire online with NO obligation
3. make an online enquiry today

Split Testing To Improve Conversion Rate

Over the course of eight weeks we then implemented a split test using Google Website Optimiser, where we tested the original homepage with the 3 alternative marketing messages.

Results

Original hompage – 7.02% conversion rate

• Test version 1) enquire online for our best prices – 23% click-through rate (227% improvement)
• Test version 2) enquire online with NO obligation – 13.9% click-through rate (97% improvement)
• Test version 3) make an online enquiry today – 10.5% click-through rate (49.5% improvement)

Impact on Conversion Rate and Adwords Acquisition Costs

• On-site conversion rate increased by 215%
• Cost per conversion reduced by 79%

More Information

If you are would you like to increase the number of sales or leads your website delivers, please give us a call on 0161 918 6729. Also take a look at our other conversion optimisation case studies.

Do You Use Google Analytics?

If you are using Google Analytics you might also like to read more about our Advanced Google Analytics Training Course. Recent clients have included Speedy Hire, VoucherSeeker, one of the UK’s leading voucher code websites and award winning digital agency Red C.

I found the training both practical and useful in terms of expanding my understanding of Google Analytics, which will help me make solid recommendations to my clints for ways that they can improve their websites and marketing activity.

Angela Cromack, Account Manager

Training Background

Red C are an award winning agency based in Manchester, with clients including Bupa, JD Williams, Freemans Grattan Holdings, Swinton Insurance and Holiday Cotttages Group. With a series of recent client wins including ten of the AGA Rangemaster brands, Red C were looking for a training course which would equip their wider account handling teams with a much greater understanding of Google Analytics.

Prior to the training course some of the course attendees hadn’t previously used Google Analytics, whereas others had used the system but without fully understanding which areas can be of most benefit to them and their clients, in particular some of the more advanced areas of the system.

Objectives

PRWD were asked to deliver their in-house training session on Advanced Google Analytics. The training was to nine key team members, including account directors, account managers, client services director and managing director Adrian Rowe. The training was to be personalised to the individual needs of the Red C team and some of the key client accounts.

What We Did

PRWD delivered an intensive in-house training session for Red C focussing on the most important areas of Google Analytics for businesses looking to get the most value from the analytics system.

As with all Google Analytics training sessions, live demonstrations where provided throughout the course, and this included looking at specific use cases for Red C client accounts. This ensured that the course provided personalised advice and recommendations throughout which Red C could begin using immediately after the course.

During the training and consultancy session all nine attendees were encouraged to ask questions in order to maximise the amount of learning and insights they gained.

Training, expertise and personalised recommendations were provided in the following areas:

• Personalisation
• Goals and Funnels
• Advanced Visitor Segmentation
• Event Tracking
• Advanced Reporting
• Marketing Activity Accountability
• On-going Tips and Best Practice
• Google Website Optimiser

Results and Next Steps

All course attendees now have a much better understanding of how they can personalise Google Analytics to their own specific requirements and areas of responsibilities. Even more importantly, Red C now have a much greater appreciation of how powerful Google Analytics is and how it can be used much more strategically when planning and delivering site improvements and marketing campaigns for their clients.

Based on the training course feedback, attendees are now using their new knowledge and understanding on a daily basis, and in turn this is helping them to provide an even greater service to their clients.

Comments From Attendees

I found the course to be excellent, and what made it especially valuable was the degree to which it was personalised to our needs.

Adrian Rowe, Managing Director

Paul and Rob provided just the right type of training for Red C. It was interactive, informative and inspired us to use Google Analytics to aid our client’s web strategy.

Rachael Taylor, Business Development Manager

Paul and Rob were friendly and knowledgable. Any questions they couldn’t immediately answer they researched during the breaks and came back to us. The course was interesting and engaging and left me with lots to think about.

Leigh Whitnall, Account Manager

More Information

If so read more about our Advanced Google Analytics Training Course or call us on 0161 918 6729.

More Case Studies on Google Analytics Training

PRWD provided a knowledgeable insight into website visitor behaviour and put forward suggested improvements for our online quote service that were then proven to be effective through live testing. Conversions have improved since not only in volume but also in quality and we are very happy with the result.

Steve Wilde, Managing Director, The Translation People

Project Background

During 2008 and early 2009, The Translation People, one of the UK’s leading translation services businesses had made significant investments in their website, developing a modern, interactive site which is designed to act as a significant lead generation channel, via an online quotation form. In addition marketing budget is invested each month in both natural and paid search to increase the number of visitors the website receives.

In June 2009 Steve Wilde, Managing Director at The Translation People, attended a conference in Liverpool aimed at helping business owners identify opportunities where they can improve the profitability of their businesses. It was at this event that Paul Rouke, User Experience Director of PRWD, delivered a presentation entitled ‘Three Steps To Improving Online Performance’ and it was through this event that the idea of improving the on-site conversion rate of The Translation People website was first discussed.

Objectives

As with almost all serious businesses, The Translation People were investing each month to drive more traffic to their website, although they had never invested money in actually improving the conversion rate of their website. This led to expected scepticism as to the potential value of investing in a project to improve the on-site conversion rate.

PRWD and The Translation People agreed on the following two objectives for the project:

1. Deliver an improvement to the conversion rate for visitors arriving on the website and then submitting an online quotation
2. Provide the business case for making continual monthly improvements to the conversion rate of the website

What We Did

Expert Usability Evaluation

We provided an initial expert evaluation of the existing online quotation facility, providing recommended changes which we expected would help improve the visitor conversion rate.

Analytics Evaluation and Improvement

We also evaluated their web analytics account to determine how well their website was performing for their key target audience, a process called advanced traffic segmentationwhich is one of the topics covered in our Advanced Google Analytics Training Course.

Design Alternative Conversion Pages

Following the expert evaluation, we designed alternative versions of the online quotation form which utilised various key elements which we felt would lead to an increase in the number of visitors completing the form.

Split Testing To Improve Conversion Rate

Over the course of five weeks we then implemented a series of split tests using Google Website Optimiser, where we tested two alternative versions of the online quotation form to determine which version delivered a greater conversion rate.

Following each test the version which performed better was used in the subsequent test, and this continual improvement process was continued during the five weeks.

Results

Over a seven week period The Translation People saw:

• On-site conversion improved by 86%
• Cost per acquisition reduced by 44%
• Adwords performance improved by 172%

More Information

If you are would you like to increase the number of sales or leads your website delivers, please give us a call on 0161 918 6729.

Do You Use Google Analytics?

If you are using Google Analytics you might also like to read more about our Advanced Google Analytics Training Course. Recent clients have included Speedy Hire and VoucherSeeker, one of the UK’s leading voucher code websites.