The Motley Fool increases order page conversion rate by 26% with Optimize 360
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Optimize 360
- Analytics 360
Tech Stack
- Google Analytics 360 Suite
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Finance & Insurance
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
The Motley Fool is a company that is dedicated to helping the world invest better. The company's wide-ranging products include a website, top-ranked newsletters, podcasts, books, and premium investing services. The company was started by brothers Tom and David Gardner in 1993 as a simple investing newsletter for family and friends. Two decades later, Motley Fool websites, podcasts, books, and premium investing services are helping millions of people around the world reach financial freedom. Newsletters remain one of The Motley Fool’s key products today, and one of its marketing team’s main goals is to attract new visitors to its content and convert them to paid newsletter subscribers.
The Challenge
The Motley Fool, a company dedicated to helping the world invest better, was facing a challenge with their newsletter order page. Despite email campaigns driving visitors to the page, a high percentage of those sessions were not leading to an order. The company's marketing team's main goal was to attract new visitors to its content and convert them to paid newsletter subscribers. They used Analytics 360 to measure their performance against this goal and to better understand customer behavior on their website. However, they identified a weak link in the sales chain and decided to try a new approach to improve the conversion rate.
The Solution
The Motley Fool decided to use Optimize 360, a part of the Google Analytics 360 Suite, to test and improve the customer experience on their order page. They started by re-imagining the simplest design elements on their order page and then working outward. They created a new test variant of their order page using Optimize 360 and set the objective of the experiment to increase newsletter subscriptions. Optimize 360's native integration with Analytics 360 allowed The Motley Fool to easily select the Analytics 360 goal that was already measuring newsletter subscriptions on their website. Once they designated what page of their website they wanted to test the new variant against, Optimize 360 handled the rest, sending users either to the new variant or to the original.
Operational Impact
Quantitative Benefit
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