Web Analytics & Testing Case Study: InFocus
- Client: InFocus
- Industry: Technology
- URL: http://www.infocus.com
- Campaign Type: Web Analytics & Testing
Campaigns become actionable and media spend becomes accountable with web analytics and optimization
The need for performance
InFocus is the global leader in DLP and LCD projectors, thin panels and displays. With a shifting market for projectors, InFocus launched a new series of large, thin displays aimed at business and education users. Largely know for its projectors, InFocus needed to drive awareness for the new product line for a specific audience segment.
SwellPath led the measurement and optimization strategy for the new InFocus product launch to ensure the digital marketing initiatives were performance-led and constantly improving. A Thin Display microsite would serve as the landing page for the new product information.
A KPI framework
Starting with the business objectives of the product launch, SwellPath built key performance indicators (KPIs) for the campaign microsite to guide ongoing strategies and goals. The business objectives were to drive product awareness amongst resellers and ultimately sales leads.
KPIs for the campaign objectives included lead submits, product detail downloads (PDF) and “Get a Quote” form launch. Deconstructed metrics and analysis focused on user behavior, long-term visitor value and media buy and messaging optimization. With business objectives, goals and KPIs defined, a data collection strategy was built.
Data collection
Using Google Analytics, tagging guidelines were provided to assist development and a QA process ensured all data was being collected before the microsite went live.
Custom Google Analytics tags were used to track actions and key interactions on the sites including touts, marquee images, integration with the ShareThis social media links and navigational links. In addition, Google Analytics custom variables were setup at the session level and used to identify and track customer segments. Additional metrics included internal campaign links, email sign-ups, outbound social media links.
SwellPath developed a KPI dashboard and specific reports to provide deeper analysis and recommendations on site performance and paid media placements.
Testing 1, 2, 3.
As user interaction data was collected, SwellPath developed data-backed hypothesis about improving site performance KPIs. Using Google Website Optimizer, SwellPath tested the various call-to-actions throughout the site. Included in the test were placements, headline copy, body copy and button copy on the touts.
Turning insights into action
SwellPath provided InFocus with real-time analysis and monthly campaign performance reports focused on KPIs with an emphasis on measuring the quality of media campaigns.
Recommendations were made to adjust media buys, messaging and budgets to better performing sources and creative. Additionally, recommendations were made to make changes to the site to increase the performance of key actions.
SwellPath analyzed the conversion data which revealed that visitors had strong interest in the brochure download link even though the links was somewhat hidden and did not have the same exposure as the other call to action items on the site. SwellPath recommended giving the link a better placement above the fold and within the main marquee image. The result was an increase in product brochure downloads by over 90% and the conversion rate increased by over 55% the month after the change was implemented.
Business impact
InFocus was able to maximize the reach and performance of Thin Display product launch campaign through the use of web analytics. SwellPath’s analytics framework and data driven approach led to an increase in all KPIs. Media placement testing drove an increasing amount of qualified visitors while ongoing website testing around messaging and lead conversions significantly increased the conversions submitted via the microsite.
