Empirical Path consultants increased a home fixtures retailer's revenue from PPC advertising by identifying high-performing elements on other pages for inclusion on a key SEM landing page.  Measured downstream revenue for each link on AdWords landing page and flagged low-performing links and related copy and graphics for removal.  Audited Google Analytics implementation to ensure that all pages, forms, rich media, and transactions were reported.  Designed pre-post methodology that proved test landing page boosted revenue and order size.

Empirical Path consultants increased conversions by visitors to a key landing page for a solar equipment e-commerce business.  Analyzed historical Google Analytics data to identify the best page to split test.  Designed a Google Website Optimizer multi-variate experiment to test alternative copy, links, and price presentations.  Implemented inbound phone call tracking to provide a more complete picture of conversions.  Monitored experiment, removed under-performing combinations, and adjusted amount of traffic diverted to test until best-performing options were revealed.

Empirical Path consultants upgraded the Google Analytics implementation of a fitness equipment e-commerce business.  Enhanced the standard tracking code to account for cross-domain visits and attribute sales back to the true traffic source.  Audited every domain to minimize erroneous reporting of self-referrals and direct traffic.  Captured in-page conversions such as feedback survey and download form completion by installing Event tracking.  Differentiated site audiences by creating Advanced Segments and custom variables compatible with asynchronous tracking code.  Read the full case study.

Empirical Path consultants recommended refinements to websites and campaigns for numerous CPG clients of a traditional advertising agency.  Established tracking of AdWords and other online campaigns, then designed and delivered regular reports to update management on campaign and website performance.  Captured referrals to online retail partners from Flash website and created visitor segments for further analysis based on preferred retailer type.  Merged Google Analytics data with coupon download and redemption data to measure success.