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 audited the Google Analytics implementation of a financial and technology news publisher to enhance how visitor behavior was captured and communicated to decision-makers.  Tested a dozen website goals to ensure that conversions were tracked and recommended Events and URL query parameters to fix untracked goals.  Designed a campaign tagging approach to allow deeper analysis of company-initiated efforts and separation from user-generated referrals.  Launched regular narrative to interpret and recommend ways to improve website results.  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.

Empirical Path consultants created the web measurement strategy for the credit card acquisition business of major bank on behalf of an interactive agency.  Recommended specific features and tiers of WebTrends and TeaLeaf software to meet and exceed client business requirements, including detailed visibility into the online conversion funnel.  Planned implementation process to ensure availability of metrics by client deadlines.  Created Key Performance Indicators to guide report and dashboard creation based on client interviews and industry best practices.