Client Case Study – Vitabiotics
Project Theme – Web analytics
Introduction
Based in London, Vitabiotics (www.vitabiotics.com)
has created a unique portfolio of products at the forefront of scientific
developments in key sectors, including nutrition and women's health.
It is the UK’s leading vitamin manufacturer for specific life stages.
Vitabiotics formulations are developed to offer an effective solution
for those seeking nutritional support in specific health areas such
as immune support, pregnancy, heart health, the menopause and eye care.
Each product formulation is developed on extensive research and backed
by clinical trials.
Its extensive web site offers a comprehensive range of services for
consumers, including information and fact sheets on all types of vitamins,
a Body Mass Index and flexibility chart, help and advice on nutrition
– with useful informative articles – and an online shop offering its
full range of products which are shipped around the world.
The business challenge
Vitabiotics.com has high traffic volumes, but the company did not
have a truthful representation of what visitors were doing once they
arrived, whether they could find what they were looking for easily or
indeed where they were coming from. The web site team and marketing
department needed to understand why some visitors were leaving without
making a transaction. It needed to understand the effectiveness of its
online marketing campaigns, which Google Adwords were working and whether
all its current Google registered pages were necessary. It needed to
track product sales, and pinpoint which areas of the campaign were delivering
these conversions.
The solution
Having decided to install Google Analytics, Vitabiotics needed expert
support. The web site team selected ivantage’s Analytics Accelerator
for Google Analytics – the advisory, configuration and support service
for Google’s free Web Analytics package. ivantage worked with the web
site team and the marketing department at Vitabiotics to agree which
web site and business metrics it needed to measure. ivantage advised
and agreed with the team on how to set up Google Analytics for its installation,
then provided detailed page tagging instructions for its webmaster to
follow.
ivantage then checked the installation and data coming through and
conducted remote configurations, including filters and user management
to integrate with Vitabiotics’ Google Adwords account.
Muz Hasan, Vitabiotics’ IT manager said:
“ We had used Urchin before, but with no support the system was pretty
ineffective for us. ivantage’s Analytics Accelerator for Google Analytics
took a tremendous amount of weight off our shoulders during this project.
The guys at ivantage were very thorough with their Q&As which helped
us configure the system correctly, and the excellent support we have
had throughout has helped us achieve the reports and results we were
looking for.”
Measurement and results
Vitabiotics has made several changes to its web site and online marketing
campaign as a result of installing Google Analytics. Redundant pages
registered on Google have been identified and removed, and links which
were not being crawled by Google have been exposed and dealt with. The
Google Analytics product tracking system is highlighting which campaigns
are working and equally which ones are not. The team is able to see
which product categories are more receptive to links and focus on this
to build valuable customer and product data.
Data received from Google Analytics includes:
Volume of web site
visitors
How visitors came
to the site
Which keywords they
searched with on the site’s search engine
How long they stayed
on the site
Which links they
clicked on
Vitabiotics intend to build from this and go deeper into customer
tracking, specifically looking at critical demographics to build detailed
profiles, which is used to forecast trends and market opportunity.
About ivantage Limited
ivantage is a leading Internet marketing agency specializing in Web
search marketing services for demanding clients. We focus on boosting
their web presence and building online business. We also work with digital
agencies, using our expertise to extend their services so as to achieve
the same for their clients.
We are masters of both Natural Search (SEO) and Paid Search (PPC).
We aim for high returns on investment (RoI) by applying Web analytics
and performing Web page optimization to ensure visitors become customers,
then keep coming back. ivantage is a Google Analytics Authorized Consultant
(GAAC).
Our proven, effective methods are grounded in the established disciplines
of strategy definition, site design and usability. We generate traffic
and convert it to transactions. We protect the expanded traffic to build
clients’ future web presence and online revenues.
Learn more about ivantage
Visit Vitabiotics' web site
