Page Views

Two corporate companies, Wyndham Vacation Rentals and Global Tech Led, use Google Analytics 360 Suite to help their company’s engagement online. In their case studies on Google Inc., they both pay attention to the customers page views the get the results they are wanting. Wyndham Vacation Rentals raised their online engagement by 30% by using Google Analytics (Google, 2016). Big Bang grew sales by 274%. (Google, 2016)

The company paid attention to the metric, pages view, to see what features people were interested in the most. The conclusion from the data was that even though a “scenic view” was one of the most searched amenities, it’s conversion rate wasn’t as good as rooms with other features (Google, 2016) To get better results, “Wyndham redesigned the search results page so properties with the most profitable mix of attributes appeared on the first page” (Google, 2016)

A lot of the company’s problem was also their own backend system. By using the data the acquired, they changed their own algorithm to help customers see more of what they wanted. An example of one of the issues the company was that customers who searched for places to stay in Delaware, would only get the most accurate results if they searched for seven-night stays. Anything less, and not all of the available properties would show up making sales for that state lower than what they should be. By fixing these changes, customers are now viewing more of what they truly want to see.

As for Global Tech Led, they paid attention to the flow of the page views as well as other metrics in Google Analytics Smart Lists. (Google, 2015) The company started retargeting their ads based who Smart Lists told them would be most likely to convert. One part of the program is page depth (how many pages a persons opens while on your site). This showed Global Tech Led what pages customers seemed to like the most and their page sessions determined how long customers liked to stay on the page. It also showed them the path that customers took to reach their final destination. The company took this type of information and then developed retargeting ads with stronger landing pages.

The results for Global Tech Led included a 5X more click rate for than any of their other retargeting campaigns. (Google, 2015) Their website traffic also increased by 100%. (Google, 2015) Four months is all it took for Global Tech Led to see a significant rise in page sessions.

 (Google, 2015)

In using Google Analytics, one metric might lead a change, but multiple metrics could be involved in the whole plan. One page might have the most page views, but page that is runner up to the first page might have a much long page session. In this case, which page is truly doing the best?

Wyndham Vacation Rentals and Global Tech Led use the Google Analytics 360 Suite to provide them information about what their customers wanted to see the most and what made their customers want to checkout the most. By analyzing the data, both companies accomplished their goals.

Google Inc. (2015) Global Tech LED Brings Back Its Best Customers

Using Remarketing With Google Analytics

Retrieved from https://static.googleusercontent.com/media/www.google.com/ en/us/analytics/customers/pdfs/global-tech-led.pdf

Google Inc. (2016) Google Analytics 360 boosts website

engagement by 30% Retrieved from https://services.google.com/fh/files/misc/

ga360_wyndham_case_study_v4.pdf