Google Case Study Homepage optimization triples online bookings for Fletcher Hotel Group Fletcher Hotel Group offers 3- and 4-star hotels at the most beautiful locations in the Netherlands. On their website they offer inexpensive last minutes and hotel package deals. Fletcher turned to Netprofiler, to review their website and to suggest improvements which could be tested with Google Website Optimizer. “Using a multi variate test, the click-trough rate on our homepage increased by 69%. Online bookings increased by 200%. Totally awesome!.” —Filip Baardman, E-commerce manager, FHG Testing different visuals and calls for action Fletcher was looking for ways to increase the conversion from visit to booking on www.fletcher.nl. Netprofiler usability consultants performed an Expert Review on the Fletcher website. They suggested making the homepage more attractive by adding visual content and a more clear call to action. This complemented the ideas that Fletcher already had about improving their homepage top 10. Netprofiler web analytics consultants set up a Google Website Optimizer test and suggested the addition of visuals (a picture of the hotel on offer) and an prominent call to action (a colorful button). • • E64163_3156121_Netprofiler_CS.indd 1 Netprofiler used Google Website Optimizer to split the traffic over the four versions of the homepage, and to measure the click-trough on the different versions. Google Analytics was used to see if the increased click-trough also resulted in more hotel bookings. Original: With visuals: With green buttons: With visuals and green buttons: 3/11/10 08:41:38 Google Analytics is a free tool which shows you which sites, search engines, and keywords refer your traffic and how visitors interact with your site Result: a more than 200% increase in online hotel bookings! The test ran for over a period of 14 days. Combination 3, both visuals and green buttons, proved to be the clear winner. With Google Website Optimizer an increase of 69% on the click-trough rate could be determined. http://www.google.com/analytics/ Results from Google Website Optimizer: Google Analytics Website Optimizer Website Optimizer is an easy-to-use tool for testing site content that delivers actionable results http://www.google.com/websiteoptimizer/ Google Analytics showed the best combination outperformed the original by 200% for online bookings. Results from Google Analytics: Google Analytics showed the best combination outperformed the original by 200% for online bookings. Outlook and recommendations: • Make sure important buttons are highly visible. • Use visuals to make offers more attractive. • Use your analytics tool to focus on more than one goal. • Keep testing! Google Analytics Certified Partners are proven experts in implementing Google Analytics and deriving actionable insights to help improve your business. www.google.com/analytics/partners.html E64163_3156121_Netprofiler_CS.indd 2 © 2010 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 3156121 3/11/10 08:41:39
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