Web Analytics & Usability Case Study: JELD-WEN
- Client: JELD-WEN
- Industry: Home Improvement & Building
- URL: http://www.jeld-wen.com
- Campaign Type: Usability & Analytics
JELD-WEN is a comprehensive source for reliable wood, vinyl and aluminum windows and patio doors; wood and molded wood fiber interior doors; wood, steel, fiberglass exterior doors; and garage doors. SwellPath worked with JELD-WEN’s agency of record, CMD, on this engagement.
Goals & Objectives
JELD-WEN sought to identify and correct usability issues on one key microsite, and two tools for visitors on the main JELD-WEN site. In addition to identifying any existing usability issues, JELD-WEN also sought to implement tagging and reporting that would enable more comprehensive analysis of visitor behavior, and the ability to assess and optimize the visitor experience over time.
Measurement
Results were measured on the following key performance indicators:
- Website traffic
- Click-through rate
- Cost per click
- Overall spend
Strategy & Execution
SwellPath performed comprehensive audits on the microsite and applications, focusing on the Google Analytics configuration and usability issues. The findings were reported to all stakeholders, along with specific recommendations for how to improve visitor engagement, adoption and conversion. Over the course of several months CMD executed most of the recommendations, with JELD-WEN’s approval. Simultaneously, SwellPath continued to deliver weekly analysis focused on constant optimization and improvement of key metrics.
Results
Over the course of several months, JELD-WEN was able to improve the conversion of visitor to the Where to Buy application on the site, driven heavily by SwellPath’s detailed analysis on the various types of customers that used the application. More importantly, SwellPath helped to improve the conversion rate for the application, in the difficult winter months. SwellPath’s recommendations on the microsite helped justify “opening” the site up to vistors from all geographic areas, leading to a total conversion increase of over 10,000% from January 2009 to January 2010.
