The Client:
A dietary supplement distributor, with over 14 years in the business, and a large user base. The customer was relying solely on a basic Google Analytics setup to track customer engagement. This was highly restrictive due to the size and diversity of the userbase. Our goal was to identify behavioral patterns to establish advanced targeting and communications.
What We Did:
Implemented Google analytics goals, tag manager, and linked AdWords to assure all vital data is being captured. Added heat map tracking software to establish consumer interest throughout the website and its extensive inventory. Tracked the customer flow to determine which products led to drop off, which increased time on site, and which made people consider increasing their purchase volume. We rebuilt the help pages to determine what questions customers had before adding certain products to the cart or abandoning the website. We implemented software that automatically captured certain users contact info in the background, increasing lead capture rate by 18%. We used SAS to further analyze the data and build extensive customer segmentation, which allowed the client to craft content that hit very specific pain-points for each type of customer.
Post Campaign Results:
Key performance metrics increased across the board, including on-site conversion, user time on site, referrals, repeat purchases and purchase volume, and email response rates. The newly captured data allowed us to build a sophisticated sales funnel which prompted customers with additional products specific to their unique needs, at the optimal times and communication frequency. Through the use of the new data, we are currently working on expanding the clients offering through affiliate services, including personal consulting services and paid webinars.