Google Case Studies The Motley Fool increases order page conversion rate by 26% with Optimize 360

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	The Motley Fool increases order page conversion rate by 26% with Optimize 360 Google

The Motley Fool increases order page conversion rate by 26% with Optimize 360

Google

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Finance & Insurance
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	The Motley Fool, a company dedicated to helping the world invest better, was facing a challenge with their newsletter order page. Despite email campaigns driving visitors to the page, a high percentage of those sessions were not leading to an order. The company's marketing team's main goal was to attract new visitors to its content and convert them to paid newsletter subscribers. They used Analytics 360 to measure their performance against this goal and to better understand customer behavior on their website. However, they identified a weak link in the sales chain and decided to try a new approach to improve the conversion rate. Read More
About Customer	The Motley Fool is a company that is dedicated to helping the world invest better. The company's wide-ranging products include a website, top-ranked newsletters, podcasts, books, and premium investing services. The company was started by brothers Tom and David Gardner in 1993 as a simple investing newsletter for family and friends. Two decades later, Motley Fool websites, podcasts, books, and premium investing services are helping millions of people around the world reach financial freedom. Newsletters remain one of The Motley Fool’s key products today, and one of its marketing team’s main goals is to attract new visitors to its content and convert them to paid newsletter subscribers. Read More
Solution	The Motley Fool decided to use Optimize 360, a part of the Google Analytics 360 Suite, to test and improve the customer experience on their order page. They started by re-imagining the simplest design elements on their order page and then working outward. They created a new test variant of their order page using Optimize 360 and set the objective of the experiment to increase newsletter subscriptions. Optimize 360's native integration with Analytics 360 allowed The Motley Fool to easily select the Analytics 360 goal that was already measuring newsletter subscriptions on their website. Once they designated what page of their website they wanted to test the new variant against, Optimize 360 handled the rest, sending users either to the new variant or to the original. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Finance & Insurance

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

The Motley Fool, a company dedicated to helping the world invest better, was facing a challenge with their newsletter order page. Despite email campaigns driving visitors to the page, a high percentage of those sessions were not leading to an order. The company's marketing team's main goal was to attract new visitors to its content and convert them to paid newsletter subscribers. They used Analytics 360 to measure their performance against this goal and to better understand customer behavior on their website. However, they identified a weak link in the sales chain and decided to try a new approach to improve the conversion rate.

About Customer

The Motley Fool is a company that is dedicated to helping the world invest better. The company's wide-ranging products include a website, top-ranked newsletters, podcasts, books, and premium investing services. The company was started by brothers Tom and David Gardner in 1993 as a simple investing newsletter for family and friends. Two decades later, Motley Fool websites, podcasts, books, and premium investing services are helping millions of people around the world reach financial freedom. Newsletters remain one of The Motley Fool’s key products today, and one of its marketing team’s main goals is to attract new visitors to its content and convert them to paid newsletter subscribers.

Solution

The Motley Fool decided to use Optimize 360, a part of the Google Analytics 360 Suite, to test and improve the customer experience on their order page. They started by re-imagining the simplest design elements on their order page and then working outward. They created a new test variant of their order page using Optimize 360 and set the objective of the experiment to increase newsletter subscriptions. Optimize 360's native integration with Analytics 360 allowed The Motley Fool to easily select the Analytics 360 goal that was already measuring newsletter subscriptions on their website. Once they designated what page of their website they wanted to test the new variant against, Optimize 360 handled the rest, sending users either to the new variant or to the original.

Impact #1	Reduced the time needed to deploy website experiments from 2-3 working days to less than 10 minutes
Impact #2	Able to set up a test from start to finish in less than 10 minutes
Impact #3	Testing new elements for many different audience segments

Impact #1

Reduced the time needed to deploy website experiments from 2-3 working days to less than 10 minutes

Impact #2

Able to set up a test from start to finish in less than 10 minutes

Impact #3

Testing new elements for many different audience segments

Benefit #1	Increased a newsletter’s order page conversion rate by 26% with an Optimize 360 experiment

Benefit #1

Increased a newsletter’s order page conversion rate by 26% with an Optimize 360 experiment

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Overview

The Motley Fool increases order page conversion rate by 26% with Optimize 360

Operational Impact

Quantitative Benefit