Motley Fool 利用 Optimize 360 将订单页面转化率提高了 26%
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Optimize 360
- Analytics 360
技术栈
- Google Analytics 360 Suite
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 金融与保险
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
Motley Fool 是一家致力于帮助世界更好地投资的公司。该公司的产品范围广泛，包括网站、顶级时事通讯、播客、书籍和优质投资服务。该公司由汤姆和大卫·加德纳兄弟于 1993 年创立，最初是一份面向家人和朋友的简单投资时事通讯。二十年后，Motley Fool 网站、播客、书籍和优质投资服务正在帮助全球数百万人实现财务自由。时事通讯至今仍是 Motley Fool 的主要产品之一，其营销团队的主要目标之一是吸引新访客访问其内容并将他们转化为付费时事通讯订阅者。
挑战
Motley Fool 是一家致力于帮助世界更好地投资的公司，其简报订购页面面临挑战。尽管电子邮件活动吸引了大量访客访问该页面，但其中很大一部分访问并未促成订单。该公司营销团队的主要目标是吸引新访客访问其内容，并将他们转化为付费简报订阅者。他们使用 Analytics 360 衡量其实现这一目标的效果，并更好地了解客户在其网站上的行为。然而，他们发现了销售链中的薄弱环节，并决定尝试一种新方法来提高转化率。
解决方案
Motley Fool 决定使用 Google Analytics 360 Suite 的一部分 Optimize 360 来测试和改善其订单页面上的客户体验。他们首先重新构思了订单页面上最简单的设计元素，然后向外扩展。他们使用 Optimize 360 创建了订单页面的新测试版本，并将实验目标设定为增加简报订阅量。Optimize 360 与 Analytics 360 的原生集成使 Motley Fool 能够轻松选择已经在其网站上衡量简报订阅量的 Analytics 360 目标。一旦他们指定了要针对其网站的哪个页面测试新版本，Optimize 360 就会处理其余的工作，将用户发送到新版本或原始版本。
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