Google Analytics Certified Partners Case Study

Netprofiler and the WWF partner to increase conversion rate by 100% using Google Analytics The World Wide Fund for Nature (WWF) is the world’s largest independent organisation for the conservation of the environment. Currently, 5 million members support 1700 projects in more than 90 countries. With 40% of all donations currently coming from online, the importance of the website for fundraising and acquiring new donors is increasing. Challenges to overcome

“Google Analytics has now given us the insights to take action and optimise our campaigns and website on a ongoing basis.” Marlou van Campen, WWF

In 2008 the WWF website received the Dutch Usability Award for its clear communication, ease of use and great design. However, at the same time they were struggling with a number of challenges representative of their industry: online fundraising and online customer relationship management. Total traffic to the website had increased 300% in the previous 6 months due to their Google AdWords and SEO efforts but minimising bounce rate and maximising conversions remained a challenge. The conversion rate for new donors and members was low so they decided to focus more on web analytics to try and understand the reasons for this. Google Analytics data revealed that only a relatively small percentage of visitors went to the membership and donation pages to contribute. Another issue was that while Google Analytics had been used by the WWF since 2007, very few cross functional decisions were being made between the online marketing team, content team, marketing managers and web developers using the data. Key insights learned through onsite search behaviour study Because little data analysis experience existed within the organisation they decided to team up with Netprofiler, a Google Analytics Certified Partners, for their expertise in Google Analytics and conversion optimisation. Netprofiler carried out an extensive study of their website and Google Analytics data to help them identify some important insights. “The WWF was already studying onsite search behavior for some time using online surveys to discover the interest of their visitors” says Marlou van Campen, online marketer at the WWF. Building on this knowledge with the onsite search terms reports of Google Analytics proved to be very beneficial.

Insights and results Much of the informational content on the website was originally about the activities of the WWF and endangered animals like the tiger, panda and polar bear. “Netprofiler discovered that our visitors were searching for all kinds of animals”. As a result an animal library, containing information on more than 1000 animals, was created. “It keeps a large number of visitors on the website longer and provides additional organic visits through Google”. Netprofiler in addition advised to create a strong call to action on each page by placing a “donate now” button at the top of each page. Google Analytics revealed that this strong call to action reduced bounce rate1 from 40% to 25% and effectively doubled the conversion rate of the donation form. Animal Library

Donate Now button

Outlook Today, the entire organisation is using Google Analytics to make informed decisions and to take action in various key areas. Analysis is focused on how the different traffic sources impact on the defined goals and how they contribute in converting the visitor to member or donor. The media budget is distributed according to the statistics from Google Analytics while site design and content are dynamically adapted using insights learned. Marlou: “Google Analytics has now given us the insights to take action and optimise our campaigns and website on a ongoing basis”.

Google Analytics Certified Partners are a network of conversion experts that can help you grow your business through implementing conversion best practices.

1 Bounce Rate: % users who do not progress beyond the landing page.

google.com/analytics/partners

© Copyright 2010. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

Netprofiler and the WWF partner to increase conversion rate ...

of the WWF and endangered animals like the tiger, panda and polar bear. “Netprofiler discovered that our visitors were searching for all kinds of animals”. As a result an animal library, containing information on more than 1000 animals, was created. “It keeps a large number of visitors on the website longer and provides ...

2MB Sizes 0 Downloads 367 Views

Recommend Documents

WWF increases conversion rate by 100% with the help of ...
coming from online, the importance of the website for fundraising and acquiring new donors is increasing. improve online performance. WWF. "Google Analytics has now given us the insights to take action and optimise our campaigns and website on a ongo

WWF increases conversion rate by 100% with the help of ...
coming from online, the importance of the website for fundraising and acquiring new donors is increasing. improve online performance. WWF. "Google Analytics ...

Client Success Story - Conversion Rate Optimization
User Experience Design &. Development. • Strategic Data Analysis. • Conversion-driven Redesign. • Personalization. PFS's. Full-Scope. Optimization. Services ...

Netsociety increases registration conversion rate for ...
varying from search engine optimization (SEO), Google AdWords (SEA), Google. Analytics, conversion ... network of conversion experts that can help you grow ...

Client Success Story - Conversion Rate Optimization
17% more revenue to an online retailer's holiday shop ... shoppers to a content page and out of the shopping cart and checkout funnel. Hypothesis: By keeping ...

Does Real Exchange Rate Depreciation Increase ...
Analysis using Korean Firm-Level Data. *. Bo-Young Choi .... Our year-by-year analysis finds the positive effect of RER depreciation on productivity. ...... of Economics, Simon Fraser University, Canadian Institute for Advanced Research. Kancs ...

Global energy conversion rate from geostrophic flows ...
Apr 26, 2011 - source for internal waves and the associated turbulent ... and multibeam soundings and LADCP velocity data in the ..... open ocean, J. Geophys. Res. ... mining the structure and response of the wind‐driven Southern Hemi-.

Hunt's found a 77 percent conversion rate during ... .com.au
Approach. Since Hunt's products are packaged foods, the company's online presence is designed to reinforce branding and create a positive customer experience. ... the level of support and spending appropriate for their business. For more ...

Plow & Hearth boosts traffic, conversion rate with PLAs ... - PMX Agency
that the Google search engine results page (SERP) would be impacted, but we just did ... closely with our digital marketing agency, PM Digital, to break out the.

Lacoste increases its conversion rate by 29.7%
the pages enabled Lacoste to identify the most efficient conversion levers, whilst noticeably improving the site's global performance. Three goals were set: 1.

Absorbed dose rate conversion coefficients for ...
Dec 3, 2004 - photon and electron transport simulations using the Monte Carlo method. The presented .... has a higher biological effectiveness than electrons with energies above 10 keV (Straume and. Carsten 1993 .... Hence, the Monte Carlo model geom

Checkout optimisation increases conversion rate by 159% for ...
“Google Analytics showed us that the checkout process was leaking sales and allowed us to calculate the extra sales revenue PayPoint.net would convert if we.

Hunt's found a 77 percent conversion rate during National Tomato ...
tomato paste for use in the home, in restaurants and food service outlets, ... increase registration in Hunt's Club as well as participation in the promotional game.

Plow & Hearth boosts traffic, conversion rate with ... Services
categories,” explains Bobby Thompson, Plow & Hearth account manager. “This most recent optimization has garnered a 12 percent increase in conversion rate.” “ These metrics ... For more information, visit www.plowhearth.com. About PM Digital.

Waterfilters.net increased their conversion rate by 11% with Google ...
site, the company's previous search engine began running into problems. “Some of ... previous search provider was more expensive than Google search, and its results were not as good.” ... Service (SaaS) solution, you can setup. Google Site ...

Hunt's found a 77 percent conversion rate during National Tomato ...
Hunt's found a 77 percent conversion rate during. National ... Hunt's online marketing team wanted to create excitement about the relaunch through online media ...

Waterfilters.net increased their conversion rate by 11% with Google ...
site, the company's previous search engine began running into problems. ... The company has even integrated pages from applicable ... As a Software-as-a-.

Plow & Hearth boosts traffic, conversion rate with PLAs ... - PMX Agency
in 2012, the Plow & Hearth online marketing team expanded its ad strategy by adding Google ... Case Study | Google Shopping. At a Glance. Goals ... drives qualified traffic to its clients' websites to grow their business online. PM Digital's talent .

AliExpress increases conversion rate for new ... Developers
an engaging experience on the web that was as fast as their mobile app. ... After implementing their Progressive Web App, AliExpress saw conversion rates.

ToolKing.com boosts site traffic, conversion rate, average ...
“We quickly realized that the transition to Google Shopping was a great opportunity for us,” Skigen ... already becoming our highest-priority marketing channel.” —Ben Skigen, e-commerce ... Launched a PLA campaign on. Google Shopping.

WWF uses Google's AdMob to capitalise on the ... services
WWF is the world's leading independent conservation organisation. It aims to address .... as investment increased, conversions increased too. Most conversions ...

Efficient Rate Conversion Filtering on GPUs with ...
audio signals for 1D downsampling by an integer factor, we evaluate ... are floating point values. We see that each ..... sample is a float. We downsample this audio signal while varying downsampling factors from 2 to 16. Here, T = 10 × DF. We measu