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Monitoring the Social State of Home, Tile & Design

BuildDirect Uses Google Analytics To Get Found Online

Posted by Christine B. Whittemore on Wed, Aug 08, 2012

This is a 2 minute read.
Google BuildDirect
Kudos to my friends at BuildDirect! They are featured in a Google Analytics case study for using Google Analytics to get found online and increase sales! 
 

Very cool!
 

The link above takes you to a high level summary describing how BuildDirect increased sales by 50%. It also links to a more detailed pdf case study document.
 

The secret to BuildDirect's success getting found online?
 

1. They linked Google Analytics to AdWords.
 

2. They used campaign tagging [i.e., a Google Analytics URL Builder].
 

3. They improved site usability and simplified the checkout process for customers. 
 

From the detailed case study, this section caught my attention:
 

"Through GA reporting, BuildDirect found that sample purchases were a powerful way to drive more sales. “Home buyers who purchase a sample have a 60 percent likelihood of returning to the site within the next 30 days and placing a full order,” says Brodie.
 

In addition to tailoring messages to each customer segment, BuildDirect uses GA’s A/B testing capabilities to perfect its marketing approach. “We test different versions of creative on each newsletter and track results using GA, so we know the open rates, clickthrough rates, and conversions for everything we try.”"
 

Why?
 

Because of the insights gained about visitor traffic patterns and purchase patterns. [By the way, how many of you have set goals within your analytics?]
 

And also because of the focus on making meaning for specific customer segments via content and testing to determine what works and what doesn't.
 

BuildDirect is on online manufacturer and wholesaler of flooring and building materials. Although I regularly see BuildDirect's co-founders at Surfaces, I met them via Twitter. BuildDirect is fully engaged in building relationships via social networks [see Facebook and Twitter for Marketing: It's About Relationships!].
 

 

Read more from previous articles about BuildDirect:
Let me know what you find most intriguing about how this flooring company uses digital tools, including Google Analytics, to get found online.
 
 
 
 

Topics: case studies, Get Found, Digital Marketing

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