USB-FlashDrive.co.uk
Online sales up 50%, cost-per-conversion plummeting, return on investment (ROI) up and marketing costs down.
When USB-FlashDrive first approached us, their brief couldn't have been clearer: sales, sales and more sales.
With that brief in mind we set about delivering on their goal, using Google's Website Optimiser and Analytics software to drive through improvements that would deliver a website that outperforms the industry average 2-to-1.
Our approach split into three core areas, a formula that applies for nearly all websites looking to improve performance:
1. Analysis - Google Analytics
Without good solid analysis everything you think or do on your website is a guess or a hunch. With Google Analytics in place, everything you think or do on your website can be measured and tracked.
As Google Analytics Authorised Consultants we performed a best practice installation on the website. This ensured the data was accurate and the reporting 100% relevant to the business model.
2. Traffic shaping - Google AdWords
Traffic shaping isn't to be confused with traffic generation. Like most of the websites we come across, USB-FlashDrive already had oodles of traffic and potential customers visiting their site everyday. With plenty of traffic already in place we needed to make improvements that would get more visitors to make an online sales enquiry.
With traffic shaping we used the information gleaned from Google Analytics to review the AdWords traffic and increase its performance. In a nutshell that meant we identified the type of user who was likely to convert (buy) and the type of user who wasn't. We could then adjust the campaign so we got more of the good traffic and less of the bad.
The result was better quality traffic and more sales enquires, without the need to increase the advertising spend.
3. Design - Google Website Optimiser
With high quality traffic visiting the site the next step was to convince more of the 'potential' customers to become 'actual' customers. The content, layout and design of the site has a massive impact on just how many people choose to make an enquiry - a factor know as sales friction.
However, rather than just make random design changes to the site that we think are a good idea, we use Google's Website Optimiser to test our ideas on the live site and see which of the changes generate more sales.
The result
- Online sales enquires up by 50%
- Cost-per-conversion (i.e. cost per sales lead) down by 44%
- Conversion rate (number of people that ask for a quote) twice the industry average
