Sign-up.to – Analytics Case Study
“1upDigital has delivered consistently good results for sign-up.to, maximising the results from search and squeezing every last drop of performance from our landing pages”
Matt McNeill, sign-up.to
Summary
- Sign-up.to’s 1upDigital Account Manager noticed abnormally high bounce rates which led to an audit of the existing Google Analytics installation
- The Analytics investigation revealed that the client’s old Analytics code was incorrectly installed on over 70% of their web pages
- Sign-up.to learnt just how powerful Google Analytics could be and how to get the most out of their reports
Background
Sign-up.to is dedicated to making permission marketing available to organisations of all sizes. It allows growing small-to-medium sized businesses build relationships with their customers using email, mobile and social media.
Sign-up.to is using PPC to generate new leads. 1upDigital took on existing campaigns and quickly saw that there were some worrying stats coming from the Analytics reports. We had also started running Google Website Otimizer experiments so the fact that the data was inaccurate was really alarming.
Objectives
- To run a total Analytics health check
- Make sure that Google Analytics is correctly installed on 100% of the website
- Teach Sign-up.to how to get the most out of Google Analytics
The Solution
Because of some really high bounce rates, we started with a full Analytics health check. We ran a site scan that revealed that the old Analytics code had been incorrectly installed on over 70% of the Sign-up.to web pages.
It was apparent that we would have to do a complete reinstallation of Google Analytics, using the new ga.js code, whilst integrating the subdomain trial.sign-up.to which we were then using to test landing pages.
Because of the highly secure nature of Sign-up.to’s server setup, their in-house developers had to actually install the new analytics code. We generated and sent them the updated ga.js code, including the subdomain tracking code:
The code was applied by the Sign-up.to developers and a second site scan report showed that the code was now correctly installed on 100% of the site.
Results
The accurate installation of the Google Analytics code meant that we could rely on the data we were getting. By setting up Goal Funnels, we were getting information that we could use to make changes that would have a real impact on Sign-up.to’s conversion rates:
Sign-up.to went through a process of learning about Google Analytics and how it can provide valuable insights into their customers and how they interact with their site. That means they can now make changes that will have an impact on their conversions and their profits.
