BrainDo Interactive Consulting

Bayada Home Health Care

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Background: BAYADA provides home healthcare nurses, therapists, health aides and social workers to sick people in need of help. The two primary goals of this engagement were, to enable reporting to increase the visibility of the number of applications for employees, and to find patients/loved ones the care they need.

Technical Setup BrainDo uses Google Tag Manager on bayada.com and migrated Bayada to Universal Analytics.

Filters exclude staging and employee traffic from profiles.

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Google Analytics is also linked to AdWords and Webmaster Tools.

Social settings were configured.

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Goals were configured.

Custom events were implemented to provide useful business insights.

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Business Impact Event actions were used in order to determine meaningful business intelligence. One of our goals was to increase the amount of user submitted employment applications. First, we examined ways users interacted with the site, but that was not prevalent with our advertising. For example, the CPC medium led to only .56% of “find an office” events, despite being 1.1% of all sessions, this was roughly half the prevalence to be expected.

With this in mind, we recommended adding the search feature to landing pages like: http://hs.bayada.com/home-health-care-adult-nursing-request-0

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An analysis of the event flows revealed that people were more likely to convert when entering the careers page as opposed to other high volume pages.

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By applying an advanced filter for a minimum page volume, we can see that the careers page is substantially to set as a goal for employment applications.

Since http://bayada.com/careers/index.asp was not being used as a PPC landing page, BrainDo recommended using it as a landing page for testing. By analyzing the events and applying advanced filters, BrainDo was able to identify landing page issues and usability problems on the website. These insights were then translated into recommendations to senior management for ways to test and measure improvements. If you have any questions or would like to speak with a BrainDo Interactive Consultant, please reach out to us at [email protected].

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