Insurance Brand A Business Metrics
May 2019 vs May 2020: ⬆19%
June 2019 vs June 2020: ⬆23%
July 2019 vs July 2020: ⬆31%
May 2019 vs May 2020: ⬆18%
June 2019 vs June 2020: ⬆22%
July 2019 vs July 2020: ⬆32%
Increase in Calls
May 2019 vs May 2020: ⬆35%
June 2019 vs June 2020: ⬆42%
July 2019 vs July 2020: ⬆47%
“It was in complete disarray… they set it up flawlessly.”
Let's See What’s Troubling You: The Analytics Audit
Limited data reporting is one thing, but inaccurate data reporting is even worse! Because the tagging and analytics had been set up incorrectly, leads were being double-reported - meaning NSM had a completely skewed view of what was going on.
Step one: diagnose. We performed an audit of all their tags and GA implementation to see where the trouble spots were and what needed to be cut, added, or untangled. This is an important step, as starting from scratch would mean losing all historical data.
This Goes Here, and That Goes There: Analytics Implementation
Now that we had identified trouble spots, it was time to clean it all up. We used Google Tag Manager to fix any tags on the site that weren’t firing correctly, and added tags for any important engagement not yet being tracked. We set up goals in Google Analytics based on NSM’s conversion priorities, and linked the appropriate data streams to provide information about their success rate. This immediately started providing valuable insights into actual user activity on the site.
Offline Tracking Integration
Like many companies, ACI had a large blind spot in their data when trying to understand their marketing ROI. This led to all sorts of questions, from “which leads actually turn into sales and which marketing channels drive actual quotes?” to “which channels lead to more return customers and long-term revenue generation?” Because all of their sales data was stored in the CRM and all of their marketing data was in Google Analytics, understanding the full picture of their funnel was very difficult.
The solution? Offline conversion tracking. By capturing the unique Google Analytics Cookie Id with a hidden field, and using webhooks and automation flows, we were able to send in offsite conversion data and revenue into their Google Analytics. Now, with conversion data connected to sales data, they could start creating actual ROI reports and tie revenue to the the original marketing channel.
Reporting & Visualization
“There was a heap of data that few people in the organization understood. Now not only is it organized but things are clear all the way down from top leadership to digital marketing. Everyone understands what's happening.”
Segmented Google Analytics Views
Even if their data had been accurate (it wasn’t), it was just lumped together in a big bucket. The power of Google Analytics isn’t in storing data - it’s in the ability to combine different data streams into segments and groups that have strategic importance to the company.
Because NSM had multiple insurance sites with slightly different needs, it was important to make their data as organized as possible. We built views based around their key user groups, properties, pages, and activity sources. This let them easily see conversion rates and other data from across multiple properties and sites.
“GBDA is one of the best vendors I've ever worked with in my career, because things are so streamlined.”
Data Studio Reports
Now that NSM’s data accurately represented user experience on the site, they wanted these insights to be accessible to everyone in the company who might benefit from understanding them. Not everyone in a company can understand Google Analytics, no matter how well organized or impeccably segmented it may be.
We used Google Data Studio to build customized, interactive reports of their analytics data. These are not only designed for easy understanding across multiple departments, but their interactive features allow users to play around with the data to see what is most relevant to them. Now their data can benefit everyone!
“What used to be a chain of emails exchanging information, now I have access and can share and provide feedback directly to the marketing team.”
Conversion Rate Optimization
“What was so valuable was that in addition to the tech and design side, they really get the underlying business needs of a company. That combination of business acumen and technical execution is rare. That’s what you get working with Great Big Digital.”
Strategic Design Tests
Together with NSM, we identified portions of the user funnel that needed improved engagement. The best way to see if a new design will increase conversion? The power of science! We launched a series of CRO experiments, and then let the data speak for itself. This takes a combination of skills to do well - design, analytics, and understanding business goals. Put together, it’s a very powerful tool.
The CRO process entailed creating a new design for the pages, randomly splitting user experience between the old and new, and comparing the results after enough traffic had come through to achieve statistical significance. We kept repeating this process until NSM was happy with their new designs, and more importantly, with their new conversion numbers.
“Sometimes, we proposed a design, they would come back with something else, and we weren’t sure. They didn’t roll over for us - it was understood that a back and forth was part of the work. They would give us pros and cons of different options to help us make a decision. Trust was earned right away because we could see the results based on the data of which ideas were working - which was usually theirs!”
Data-driven Funnel Adjustments
The end result of these experiments was an updated user funnel. The best part? There wasn’t any concern as to whether these changes would work - they were already working! That’s why we chose them.
Following these CRO implementations, NSM saw their engagement numbers and lead generation continue to grow - in some cases increasing calls over 30%!
“We wanted to adjust our “request a quote” form to get more customers to call into the call center. We tested it to find out how many options to give the user to maximize engagement. If we didn’t do CRO we wouldn’t have that information.”