Google Analytics Certified Partners Case Study

Parkdean Holidays increase brochure requests by 56% Parkdean Holidays is a UK self-catering holiday park operator. I Spy have long been engaged in managing their AdWords and organic campaigns. As the paid and natural search traffic successfully provided highly relevant traffic to Parkdean Holidays, I Spy began to focus on improving the conversion rate from people arriving to their website. Testing a brochure request image Parkdean Holidays were concerned that not enough people were applying online to receive a free brochure, despite the fact that a clickable image encouraging people was placed on every page of the site. Using Google Analytics I Spy found that very few people reached the brochure request page, compared with other pages of the site. This highlighted the need to experiment with alternative images in order to improve visibility of the brochure request option and increase visitors to the brochure request form.

“This first test is only the beginning of conversion program we feel will drive up our overall ROI. I’m confident the team at I Spy will continue to drive this growth in the future.”

I Spy tested two elements to the image: different background colours that would stand out on the page and buttons with a call to action instead of the regular brochure photo. This created 6 variations plus the original that were tested using Google Website Optimiser. Before:

After:

Paul McLaughlin Parkdean Holidays

Click through rate up by 32% and total conversions up by 56% in 2 weeks The multivariate test ran for only 2 weeks before the winner was identified. Parkdean’s new brochure request image achieved a 32% improvement in click through rate compared to the original. “We found that all test variations with a button performed better than the regular images; resulting in a considerable uplift in visits to the brochure form overall.” says Grant Muckle from I Spy Marketing.

Google Analytics Google Analytics is a free tool which shows you which sites, search engines, and keywords refer your traffi c and how visitors interact with your site

I Spy used Google Analytics to measure actual form completions which have increased by over 56%. It’s important to note that this was also at a time when overall traffic to the site was in decline due to seasonality.

http://www.google.com/analytics/

Website Optimizer Website Optimizer is an easy-to-use tool for testing site content that delivers actionable results http://www.google.com/websiteoptimizer/

Conclusions A huge improvement on conversions was achieved because of a very minor site modification. Using a call to action within a button to encourage users to clickthrough to the important pages proved to be very successful for Parkdean Holidays.

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

google.com/analytics/partners

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