CONVERSION RATE OPTIMIZATION AUDIT CASE STUDY

How we increased CogX Festival’s conversion rates through a Conversion Rate Optimization (CRO) audit, providing actionable insights and recommendations.

ABOUT THE CLIENT

CogX, a prominent London-based organization, annually hosts an AI and Transformational Tech Festival, attracting over 90,000 attendees to the London O2 Arena. They manage their web content using the Wix platform.

CHALLENGE

CogX faced a significant challenge: their website was underperforming in terms of conversions, resulting in low ticket sales and high Cost Per Acquisition (CPA) in PPC campaigns. Their objective was to enhance conversion rates, which were below par at the time. To address this, they sought an expert with a deep understanding of the factors influencing on-site user-behavior and CRO. Due to the urgency of the issue and the rapidly approaching event date, there was no time for a behavioral analysis or A/B testing.

SOLUTION

In order to provide the client with actionable steps for immediate improvement, we proposed conducting a CRO Audit aimed at delivering actionable recommendations.

Our initial focus was on pinpointing the crucial pages of the website: the homepage, specific landing and summit pages, registration pages, the pricing and ticket pages, and the checkout pages. Subsequently, we matched these pages with their GA4 data to make sure we included the pages that received most traffic. We also analyzed bottlenecks and other issues by looking at bounce rates, average time on site, and more.

Once we identified all the most important pages, we started analyzing the website based on established design principles, best practices, user psychology and our expert review. We bucketed our findings under 4 main categories: navigation issues, UX issues, page layout issues, and other critical issues.

This resulted in a list of issues, which we translated into clear and actionable optimization recommendations.

RESULTS

Within one week’s time, we provided the client with a clear presentation of 25 slides, including the top 10 most urgent optimization recommendations.

For example, the Ticket Overview Page was incredibly hard to understand. The ticket page displayed 6 tickets, and each ticket displayed over 30 informational bullet points. These features were generic and didn’t include information that explained what they meant (e.g. a feature could be “Gold Lounge Access”, but nowhere on the site could a user find information on what the Gold Lounge actually was). We provided specific examples on how to fix these issues to make the ticket page easy to navigate.

The client fixed all presented issues within one month, and ticket sales started rolling in.

Above the fold of the home page alone there were 5 CTAs: two in the navigation bar, 3 in the above the fold image. All 5 CTAs focused on different actions: a generic contact form, 2 different CTAs for businesses, and 2 different CTAs for ticket sales. The objective of the home page, however, was singular–get users to buy a ticket for the festival. We translated this issue into an actionable recommendation.

SERVICES

CONVERSION RATE OPTIMIZATION: Quantitative Analysis, Design Principle Analysis, UX Analysis, Neuromarketing Psychology.

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TRACKING PIXELS FOR EVENT MARKETING E-COMMERCE CASE STUDY

How we elevated CogX Festival’s Event Marketing through a precise pixel tracking set-up, by testing via Google Tag Manager the event ticketing platforms: Eventbrite, Stova, Tito, InEvent.

ABOUT THE CLIENT

CogX is a major London-based host of an annual AI and Transformational Tech Festival, which gets over 90.000 visitors during their three-day summit in the London O2 Arena. They use Wix as content management platform.

CHALLENGE

The event tracking platform that they were using at the time, Eventbrite, was putting out unreliable data. The primary goal of the client was therefore to find an event ticketing platform that met their business needs, but that also allowed them to track marketing and advertising efforts.

A major challenge with ticketing platforms arises from ticket sales happening on embedded iframes. An iframe contains another website, such as eventbrite, making it seem as if the user never leaves the website while buying a ticket. However, unless you are the owner of the website in your iframe, you often won’t be able to set up tracking.

A lot of ticketing platforms provide integration options that connect to third party platforms such as Google Tag Manager or Google Analytics 4, but they often don’t work very well. The client needed support to find the best possible event ticketing platform which allowed them to accurately measure results.

SOLUTION

Together with the client we identified 4 major event ticketing platforms to test thoroughly, by leveraging Google Tag Manager capabilities. We needed to understand whether the tracking pixels of these platforms could: A) track the events for the different advertising platforms that the client wanted to use, and B) whether it could provide the client with accurate data, to fine-tune their budgets and marketing strategy for the event.

We set up and tested the tracking pixels for the following event ticketing platforms: Eventbrite, Stova, Tito, and InEvent. Where possible, we set up pixels for Google Analytics 4, Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, and TikTok Ads, which were the advertising platforms the client was interested in together with Google Tag Manager.

Thanks to our support the client decided to use InEvent, which suited both their tracking needs as well as their business needs. Finally, on their live site, the client implemented InEvent and we made sure that event tracking was set up correctly.

RESULTS

With our expertise, we elevated the initial tracking accuracy of purchases from a mere 1% before the integration effort, to an impressive 87% precision. We played an important role in guiding the client towards selecting an event ticketing platform tailored to their business requirements. The substantial leap in purchase tracking accuracy, shifting from 1% to 87%, demonstrated the effectiveness of our chosen strategy. This enabled them to make informed decisions and optimize their campaigns based on data.

SERVICES

WEB ANALYTICS: Google Analytics 4, Google Tag Manager, Google Ads, Meta Ads, LinkedIn Ads, Twitter Ads, TikTok Ads.

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FEED-DRIVEN CAMPAIGN CASE STUDY

How we optimized product feed and created a dynamic Search campaign using Feed-Driven Text Ads to maximize traffic and increase conversions.

ABOUT THE CLIENT

Fitprime, an Italian-based startup that runs an online gym membership marketplace for sports centers, offers a complex product catalog of 2,000+ products in over 100 locations.

CHALLENGE

The client was starting out with a new Google Ads account, so there was little historical data to refer to when setting up campaigns. As a gym membership marketplace, this client wasn’t selling physical items. This means selling on Google Shopping wasn’t possible since the platform doesn’t allow businesses to advertise services. The main objective was to create a scalable and granular account structure.

SOLUTION

We used the DataFeedWatch Feed-Driven Text Ads solution to optimize the client’s feeds and create hyper-granular Search campaigns. Feed-Driven Text Ads allowed us to automatically create thousands of keywords and dynamic Google Search ads based on the client’s product feed. We also supported the team via custom Google Tag Manager and Google Analytics implementation both on the website and Unbounce landing pages, to ensure proper conversion tracking and data collection.

RESULTS

With the new structure, the campaigns grew by 25% in traffic with 32% higher session duration. Single Product Ad Group structured campaigns allowed for location and product-level reporting. We were able to maximize traffic to the client’s site and increase conversions for the top-performing products and locations. We also scaled our client’s online campaigns while using all products and locations during the busy season.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting.
WEB ANALYTICS: Google Analytics account and view setup, GTM implementation, Google Data Studio dashboard.

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