Web Analytics Case Study: ASUS
- Client: ASUS
- Industry: Computer Hardware
- URL: http://www.go-asus.com/bamboo/index.html
- Campaign Type: Web Analytics
ASUS is a leading computer hardware company driven by innovation and commitment to quality for products that include notebooks, netbooks, motherboards, graphics cards, displays, desktop PCs, servers, wireless solutions, mobile phones and networking devices. ASUS ranks among BusinessWeek’s InfoTech 100 for 12 consecutive years.
Goals and Objectives
SwellPath was brought on by CMD Agency to offer advanced analysis, customized reporting, and custom analytics tagging to guide the digital marketing strategy for certain ASUS laptop product lines in a joint marketing program with ASUS and Intel. The campaigns were designed to drive brand awareness, engagement, and leads through online retailers via persona-led landing pages.
Strategy & Execution
SwellPath began by building metrics associated with specific campaigns and global objectives and employed custom analytics tracking to tag the various site features and functionality. Custom tracking was used for video play and completion rate tracking as well as navigational features, offsite retailer links, social media links, newsletter signups, and key call to actions.
Through custom tagging, SwellPath was able to create custom metrics that aligned with the engagement and conversion objectives of the campaigns. The data analysis provided the client with a much deeper understanding of the quality of traffic generated from various media source as well as the usability and performance of the landing pages.
Results
With custom metrics in hand, SwellPath provided insight into the effectiveness of media buys and landing pages. The recommendations were used to adjust media buys, shift budgets and optimize campaigns to be able to generate the most effective total number of engaged visits to the landing pages. Additionally, the landing pages were altered and optimized based on user interaction with the site and desired conversion activity.
After several weeks of supporting data and ongoing analysis from SwellPath, changes were implemented to the landing pages as well as media sources and campaigns. The result was better campaign targeting, highly engaged visitors, and well optimized landing pages; resulting in more interaction with the brand and online leads. Below are the campaign metrics.
- 135.89% increase engaged visits (custom metric)
- 43.07% decrease in overall bounce rate
- 148.66% increase in average pageviews
- 58.75% decrease cost per engaged visit
- 38% decrease mobile bounce rate
