Synopsis
General Manager
speednames.com
Speednames.com added 1.2% to their previous conversion rates with help from Google Analytics and Google Analytics professional service partner The Milk.
Background
Denmark based Speednames.com provides registration, administration, and monitoring of domain names worldwide and is Europe's leading domain portfolio management site. The core product is global domain name registration. Speednames.com's key conversion goals are online domain registrations and new customer acquisition.
The site is basically a search engine for domains. Visitors can check whether a domain, or one of its global variations, is available and purchase it. Speedname.com's challenge is to convert more visitors into domain buyers and to increase the number of domains sold per transaction.
Funnel optimization delivered more conversions
The Milk installed Google Analytics on speednames.com and began tracking visits, conversions, and reviewing the effectiveness of traffic driving strategies. "It very quickly became clear that the problem was not in driving traffic to speednames.com," says Anders Ibsen, Director of Strategy and Sales at The Milk. "Instead, the issue was that a significant number of visitors were dropping off the site on their way to purchasing domains. We identified several strategies for retaining these visitors, including redesigning the funnel process."
The Milk performed a usability analysis of specific problem pages identified using Google Analytics and made design changes.
Spending with confidence
After implementing funnel design changes, Speednames.com studied the effectiveness of their online marketing spend using Google Analytics. This enabled them to eliminate the traffic sources that didn't convert. Specific keywords on AdWords were found to perform exceptionally well and Speednames.com increased their spend on these keywords.
As a result, Speednames.com was able to save money on keywords that, while driving traffic, didn't deliver conversions. "We now spend significantly more on AdWords than we did before cutting out our low performing keywords," says Nikolaj Borge, General Manger at Speednames.com, "but we spend with confidence because we know more about how our customers are searching. We're getting more customers and we've increased the value of our average transaction. We're getting a good return for our increased AdWords spend."
Conclusion
With Google Analytics, and help from Google Analytics Partner The Milk, Speednames was able to add 1.2% to their previous conversion rates as well as significantly increase revenue per transaction.