Use of Web Analytics to qualify traffic
Specialty clothing retailer
Challenged by our initial campaign results, the client was able to test, and then adjust their assumptions about ‘who’ the primary customers of their products were.
Mounting our web analytics on their existing website, we were able to demonstrate the sources of their most profitable traffic. By showing the relationship of keywords, search engines, and referrals, we were able to not only demonstrate where to focus resources, but identify previously unsuspected characteristics of a large segment of their visitors that 'converted' from visitors to customers.
The insight was that people that bought the specialty clothing were not, in fact, the people that used it. Who the purchase decider was - was in fact the caregiver or institution.
These new insights allowed them to re-deploy their marketing in a way that not only dramatically boosted their website inquiries and sales, but also meant they were able to eliminate wasteful spending.
