Empirical Path consultants led a pay-per-click search engine marketing campaign for a Federal public health advertising campaign and its advertising agency, increasing visitation by more than a third.  Tracked impact on website traffic and engagement using Webtrends, Google AdWords, and Yahoo! Sponsored Search.  Designed and led tests of alternate landing pages to improve user engagement with content by measuring time spent and pages viewed per visit and single-page visitation.  Created clear, periodic reports that explained progress and next steps to a lay audience.

Empirical Path consultants designed and executed an A/B split test using Google Website Optimizer for a major research university to encourage visitors to register and pay for courses online.  Analyzed Google Analytics Conversion Funnel to diagnose the initial PPC landing page as the best opportunity to boost conversions.  Recommended new copy, placement, and appearance for the key call-to-action on that page.  Proved a nearly 300% increase in click-through rate to the course search page by splitting traffic between the original and revised landing pages.  Read the full case study.

Empirical Path consultants increased online charitable donations for an environmental and economic sustainability non-profit organization in New York City on behalf of its search engine marketing and design agency.  Implemented Google Analytics e-commerce tracking to measure and analyze PayPal donations that previously could not be disaggregated.  Enabled management to expose deeper insights into referring sites and keywords that led to donations.  Led to dramatic increases in site traffic and donations.

Empirical Path consultants led a recurring study to explain trends in public service advertising to government and advocacy groups on behalf of a social marketing agency.  Wrote, designed, and coded questionnaires to gather feedback from television and radio station media directors on PSA airtime, issues, and features.  Oversaw phone and online fielding using a custom database of station contacts. Compiled and analyzed responses to identify noteworthy segments and findings.  Wrote and published a report that attracted media attention and prospective agency clients.