Google Analytics Audit Case Study – Financial Services Website
periscopeUP reviewed the Google Analytics implementation of a nationwide financial services firm in order to investigate a discrepancy in the number of leads measured by their internal system as compared to those reported by Google Analytics. Our Google Analytics audit was comprehensive, checking the tracking code on each page, verifying filter set-up, and examining goal flow and site structure. After identifying and addressing the source of the data distortion, we set-up goal funnels in order to better understand exactly where user drop-off was occurring.
With accurate data, the client was able to make better business decisions about the landing pages. periscopeUP worked with the client to streamline the submission form and also to adjust the on-page content to better match visitor queries. Over six months, metrics for a key landing page steadily improved, resulting in a ~1% increase in form conversion rate for organic visitors and a ~9% reduction in organic visitor bounce rate.
The positive results shown in the graph to the right illustrate the importance of accurate data tracking and collection and how this can influence business decisions to positively impact website performance. Read more about periscopeUP’s efforts on this project here.