OVERVIEW
Excite Europe, part of the GoAdv Group, has a strong history as an internet pioneer and counts over 12.7 million unique monthly users (September 2008) across its 8 European territories.
THE GOAL
Excite Europe is using the advent of web 2.0 technologies to re-establish its position as a challenger brand in the European consumer internet space, including the very latest in personalized portal and search services. Fresh, original content and a unique editorial approach are propelling Excite back into the forefront as an online media and entertainment hub.
With precise objectives in terms of level of entertainment, average time spent, number of page views and accesses, Excite Europe needed simple web analytics tools to analyze the traffic on the different portals in order to learn about the origin of the visitors and their average time spent on each single page but most of all to understand the elements and section of the pages that attract the attention or that are ignored. On the other hand, Excite Europe needs to optimize the return on investments of the different campaigns activated on search engines.
THE SOLUTION
Trackset ConversionLab and Trackset VisualPath were used to optimize overall communication. Through its reports, it was possible to analyze the traffic in details, measure the achievement of online marketing objectives (expressed in terms of accesses, average time spent on each page and section, number of page views and conversions) and optimize the efficiency of online investments.
RESULTS
"Thanks to Trackset's simple user interface, we are able to quickly and effectively gain a snapshot of how our portals are performing in all our European territories. The ability to drill down into detailed information easily is also a huge bonus for Excite and allows our product teams to react quickly to user behavior with new content, products and services as required, increasing our ROI and directly effecting traffic numbers as a result." says Emiliano Carlucci, Director of Product Management, Excite Europe.
"ConversionLab also provides us with invaluable information on how to best leverage our graphics and layout, optimizing the user experience."
