Lead Metric Success
Helped increase page value of product pages by over 40%.
Client Need
Brandwatch offers a market-leading social listening platform to give brands insight into what people are discussing online, either about their brand, their products, their competitors or even their market in general. Having recently launched Brandwatch Vizia, a new ‘command centre’ product, they were faced with a requirement to include details of this on their website without detracting from their existing Brandwatch Analytics product.
Objectives
The website needed to clearly show the two different products and direct users to the one that is right for them. When the product was launched there was some confusion for users who did not know which product was right for them.
The Solution
Working closely with the marketing and design teams at Brandwatch we provided consultancy on how best to design pages that minimised confusion for website visitors. This involved creating a very clear ‘which product?’ page and then ensuring that the individual product pages got across the key points without using jargon and providing the main benefits of using each product.
The Result
The new product pages were put live in April and comparing the data from April to March showed a big increase in Page Value for both product pages. The Page Value for the Brandwatch Analytics page increased by 34% and the Page Value for Brandwatch Vizia increased by 43%.
We also looked at visits that contained Pageviews of either of the two product pages, which also showed a big increase in conversions. Demo requests for users visiting the Brandwatch Analytics page were up 32% and up 31% for those visiting the Brandwatch Vizia page after the new product pages went live.
Old Brandwatch Analytics Product Page
New Brandwatch Analytics Product Page
Client Story
Brandwatch is one of the world’s leading social media monitoring platforms. It gathers millions of online conversations every day and provides clients with the tools to analyze them, enabling brands and agencies to make smarter, data-driven business decisions.
The company grew 101% year-on-year in 2013 and has won awards for its technology and renowned corporate culture, and regularly wins accolades for its impressive growth. The Brandwatch platform is used by over 900 brands and agencies, including organizations such as Dell, PepsiCo, Whirlpool, British Airways and Sky.
