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Case Studies

All the lofty claims in the world don’t mean anything if they’re not substantiated. LunaMetrics has a long history of success in all of our specialties, as you’ll see in the following case studies.

Google Analytics Premium Case Studies

rooms to go case studyRooms To Go is America’s #1 independent furniture retailer with the nation’s largest furniture inventory. Rooms To Go introduced the concept of displaying and packaging furniture in complete room settings. Designers coordinate each room’s colors, fabrics, and accessories to the last detail, so customers don’t have to.

Goals:
In offering complete rooms for sale, it’s important to be able to give customers easy ways to choose the options they need to best furnish their spaces. The options need to be flexible, yet simple and easy to understand. The Rooms To Go and Rooms To Go Kids websites offer several variations of room packages and add-on options to get just the pieces a customer needs for their room. LunaMetrics’ goal was to answer this question: what can we learn about what customers choose to buy, and can we use that information to make it as easy as possible for customers to get packages customized for them?

Approach:
As a Google Analytics Premium customer, Rooms To Go was well positioned to answer these questions. Working with LunaMetrics, the integration of Google Analytics with BigQuery allowed them to extract data about which items were purchased in the ecommerce transactions on their site. “BigQuery allowed us to extract and organize large quantities of raw, visitor-level data from Google Analytics to use in this analysis,” says Jonathan Weber, Data Evangelist at LunaMetrics. Statistical data mining techniques were applied to the data using R, a statistical programming language, to find products that were often purchased together.

Results:
This analysis revealed a number of findings about how customers combine products in a room. It allowed Rooms To Go to find correspondences between products in order to offer expanded functionality for customers to add accessory products (such as a non-slip rug pad with a rug) or coordinating pieces (such as extra dining chairs in a dining room or extra side tables in a living room). These data-driven options work in concert with the Rooms To Go tradition of experienced designers and knowledgeable sales associates to give online customers an easy, convenient way to assemble stylish, coordinating rooms.

Read the full case study on ThinkWithGoogle.com!

Google Analytics Case Studies

Through customization of Google Analytics’ powerful features, LunaMetrics helped the William and Flora Hewlett Foundation’s Education Program understand the global reach of their grantees and the impact of their work

The William and Flora Hewlett Foundation logo
Goals:
• Measure the web analytics of selected funded organizations
• Provide organizations with data to optimize performance of their websites

“LunaMetrics taught us to understand performance on the web. Their work has changed the way we look at the OER websites and how users of open educational resources interact with them.” – Kathy Nicholson, Program Officer, Hewlett Foundation

Approach
• A single summary account to view an aggregate of all web analytics , but also separate accounts for each individual website
• Use multiple Google Analytics tracking codes on each website
• Use the Google Analytics API and Custom Reports to reveal key insights

Review the full case study here: Hewlett Foundation Google Analytics Case Study

Results:
• Reliable measurement for funded organizations
• Archive of reliable, benchmarked performance data
• State-of-the art websites that help improve education for all

By tailoring the features of Google Analytics, LunaMetrics helped PBS increase both conversions & visits by 30%

PBS Logo
Goals:
• Have a single place to monitor the web performance of all PBS properties
• Allow the producers of each TV program to only see their program’s web performance
• Track key site elements, such as registrations and video views

“Google Analytics and LunaMetrics jumpstarted our transition to a decentralized approach to analytics that better serves the distributed network of stakeholders at PBS.” – Amy Sample, Web Analytics Director, PBS

Approach:

• Use two account codes: one for the entire website, and one customized for each producer
• Use advanced features, such as event tracking, to monitor video views
• Set up goals and funnels to monitor registrations

Review the full case study here: PBS Google Analytics Case Study

Results:
• Drove a 30% increase in traffic
• Boosted registered users by over 30% by improving the registration process
• Created two new video portals thanks to clear understanding of video consumption

Rescuing Your Analytics Strategy

Humane Society LogoWhen The Humane Society of the United States approached LunaMetrics, they weren’t just looking for help with their web analytics; they were looking for a data intelligence partner.  As the nation’s largest animal protection organization, The HSUS needed to be sure that its website’s data was reliable in order to confidently drive their constituent engagement decisions.  “The HSUS was looking for a proven partner with the history of delivering results,” says Deborah Guinnessy, Web Development and Support Manager at The Humane Society of the United States.  “We wanted a partner with the unique skillsets to educate and empower our staff to take advantage of wealth of data from Google Analytics.  LunaMetrics was the obvious choice.”

LunaMetrics helped to implement some advanced tracking techniques, like cross-domain tracking, to track visitors’ behavior across the multiple domains under the Humane Society umbrella.  Additional efforts to streamline Goal Funnels, track PDF downloads and videos, and diagnose misattributed traffic channels helped The HSUS see what was working (and what was not) on the website.  Deborah says, “The HSUS has received consistent and reliable support from LunaMetrics, allowing us to establish a foundation for making better, data driven decisions across the organization.”  LunaMetrics helped to find insight and make actionable recommendations, which the client implemented with success.

Through the combined efforts of The Humane Society and LunaMetrics, The HSUS better understands its website as a conversion platform.  Now, The HSUS is moving on to adopt newer technologies, like Google Tag Manager and Universal Analytics, all with the help of LunaMetrics.  Because of efforts like these, The Humane Society of the United States is able to better understand its web audience, have confidence in its strategic decisions and serve the audience that really matters: the animals.

 

Through Strong Analysis & User Testing, LunaMetrics Increased Databazaar’s Conversion Rate by 43%

When Databazaar, an Internet 100 retail, came to LunaMetrics, they were dying to figure out how they could increase their (already awesome) conversion rate.

LunaMetrics worked with the Databazaar IT team to configure the company’s Google Analytics, and followed that with a strong analysis of the data.

“We not only figured out what we were doing right (and doing wrong), but we were able to improve our site based on their analysis.” – Oney Seal, CEO, DataBazaar

The analysis showed that one medium was doing fabulously. However, creation of various profiles, segmented by medium, revealed that the drop off rate through the shopping cart was nearly identical. So the cart itself was not broken — the challenge was to get the customer coming from other media to put something into the cart.

Based on the results of the GA analysis, we used Google Website Optimizer to test various ways of giving Databazaar’s various customers the option of choosing different products. The “winner” had a conversion rate that was 43% better than the old version. The process, from Google Analytics analysis through Website Optimizer completion, took about three months.

Search Engine Optimization Case Studies

Maxim Case StudyOne important component of SEO is choosing your battles. LunaMetrics helped Maxim target and surpass lateral competitors and searches for points of weakness among industry leaders. Maxim was also able to consolidate nearly 1 million pages, and increase organic traffic by 93%.

“LunaMetrics worked with our IT and editorial teams to resolve technical limitations, optimize existing content and maximize the reach of new content and campaigns. I’m proud of the work our teams did together.” – Michael Le Du – CTO – Maxim Magazine

Goal:
• Rise above the industry noise
• Increase online authority to reflect the offline brand recognition
• Increase search engine traffic following a site redesign

Approach:
• Work with editorial team to maximize content reach
• Resolve outstanding technical limitations
• Optimize existing content for search

Results:
• 93.74% increase in organic search traffic
• Domain consolidation of nearly 1 million pages
• Strong gains in non-branded traffic

 

Sherpa Software increases Organic Sessions by 111% with SEO

sherpaSherpa Software is a market leader in information governance solutions. Their Software as a Service (SAAS) platform helps IT, Legal, Compliance, and business units manage electronic information. When a website redesign jeopardized web traffic, Sherpa Software reached out to LunaMetrics for a Technical SEO Audit and on-going recommendations for improving traffic and establishing an industry voice via their blog.

“We trust and rely on LunaMetrics completely when it comes to our paid and organic search traffic. They have worked over the last four years to create a web presence that allows us to reach our global audience and compete with our much larger competitors… To continued success!” – Doug Yarabinetz, Vice President of Marketing, Sherpa Software.

Approach:
LunaMetrics offered many technical and on-page recommendations designed to help Sherpa Software maximize their redesign effort and improve web traffic. Keyword research and content consulting informed their aggressive blog outreach efforts while landing page optimization increased organic traffic. Competitor link research conducted by LunaMetrics identified new partners Sherpa Software could target for outreach. By working very closely with Sherpa’s marketing team, LunaMetrics was able to implement a successful plan of attack to drive targeted visitors and web conversions.

Results:

  • 366% Increase in average monthly blog sessions
  • 111% Increase in total Organic Sessions since partnering with LunaMetrics

 

 

Increased Organic Visits by %1,085 with SEO

Thermaxx Jackets, a business-to-business manufacturer of formfitting removable insulation blankets for pipes, valves, steam traps and heavy equipment, began its relationship with LunaMetrics in 2008. The company aspired to strategically develop its website into an asset that would support its direct sales model through lead generation and help Thermaxx Jackets to grow its brand through SEO.

“LunaMetrics has helped Thermaxx Jackets to navigate through website development and search engine optimization. They do a nice job of filtering the sales team’s expertise and using them efficiently to extract the technical knowledge needed to optimize our website correctly and accurately,” – Brian Bannon, Co-Owner and VP of Business Development at Thermaxx 

The high caliber of SEO services provided by LunaMetrics have driven the following results:

  • 1,085% Increase in User Sessions over six years
  • 1,118% Increase in New Users over six years
  • A 50% increase in qualified web leads to proposals.

The LunaMetrics SEO team has built the Thermaxx Jackets website into the very asset they set out to create in 2008, and their investment will continue to grow the company in the future.

Increase RedZone’s organic visits by 182%

RedZone came to LunaMetrics with two SEO problems. Like most companies, they wanted to come up higher in the search engines. But their second problem was a unique one: They tended to rank for terms that reflected their old, hazardous environment strategy, but needed to rank for their sewer pipe strategy.

“We had no idea how to start and SEO campaign ourselves. Initially, our goal was to ensure our marketing budgets translated quickly into new leads and sales. Robbin and her team were very effective in guiding our online strategy to accomplish that goal.” – Eric Close, CEO, RedZone Robotics

Twelve months after starting our SEO work with RedZone, we found that the searches which resulted in an organic click to RedZone were up by 182%. Most of our important keywords are on page one of Google. And best of all, RedZone is now showing up for keywords related to their current business, and not to the technology that got them started fifteen years ago.