Google
Case Studies
New Brunswick increases tourism by matching audiences to activities
Overview
New Brunswick increases tourism by matching audiences to activitiesGoogle |
Analytics & Modeling - Real Time Analytics | |
Sales & Marketing | |
Demand Planning & Forecasting | |
Data Science Services | |
Operational Impact
The Google Website Optimizer test proved the benefit of clarity and simplicity in design and copy. The variation page with fewer links outperformed the original with 99% confidence, and so the new design was permanently launched. | |
These insights informed an overhaul of CTHL’s main tourism website – www. tourismnewbrunswick.ca. Using the website test results and the Google Analytics campaign data, together they focused on a strategy that embraced simplicity in design and on funneling users into relevant content as quickly and efficiently as possible. | |
Moving forward, analytics will help T4G continually optimize the users’ online experience and deliver additional performance improvements to CTHL. They’re also looking forward to supporting many more seasons of fantastic tourism with their friends in New Brunswick. | |
Quantitative Benefit
The result was an 11.4% decrease in bounce rate | |
58.31% lift in customer enquiries | |
Data-driven campaign optimizations maximized marketing ROI | |