Periscopix has announced the results of a successful Conversion Rate Optimisation project for WBC, the UK’s largest supplier to independent retailers of hamper, deli and drinks packaging.
Using Google Analytics, Periscopix discovered that the high conversion rate for existing customers was masking a much lower conversion rate for new site visitors.
Periscopix Web Analyst Oliver Walker said: “Users arriving at the website were commonly navigating back to the homepage to find the product that they wanted; however the page layout didn’t easily facilitate access to the WBC’s key products. Given the high proportion of visitors doing this, we decided a change was needed”.
By using segmentation and product performance analysis in Google Analytics and liaising with WBC, Periscopix created a variation of the home page to test against the original. An A/B test was run for a period of three months. The results showed that the ecommerce conversion rate jumped by 12.2% and homepage engagement by 2.2%.
WBC was established in 1989. Their website is the main business generation tool for the company, featuring their range of over 850 products.
WBC’s Ecommerce Manager Lauren Gale said: “While working with Periscopix our understanding of Google Analytics has grown substantially, giving us comprehensive insight into our visitor’s behaviour. The recommendations made for our homepage lead to increased visitor engagement and a higher conversion rate. We are currently redesigning our website and the recommendations made by the team at Periscopix have formed a cornerstone for the decisions we’ve made”.
A case study on this campaign has been published as a success story on the Google Analytics website under the partner’s listing for Periscopix. The full case study is available to view here - http://www.google.com/analytics/partners/partners-detail.html#Periscopix.
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Periscopix is a leading UK Pay Per Click agency with 30 qualified Google Adwords professionals. The company specialises in PPC campaign design and management services, Google Analytics consulting and PPC training using Google AdWords and the Yahoo – Bing Search Alliance. It prides itself in best practice campaign management techniques and in-house system development that allows for the optimisation of campaign performance and achieving optimal ROI. Key clients include Universal Music Group, Marie Curie Cancer Care, Emap, Trinity Mirror, Austin Reed, DialAFlight and Haymarket Publishing.
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Published on: 1:00PM on 26th June 2012