 | | Vertical: | | Technology | | Insight: | |
Search Results
Segmentation
Commerce Analysis
Campaign Performance
Navigation Analysis
|
|
Overview
Since 1999, Xerox, the worldwide leader in document management and a Fortune 150 company, has provided qualified organizations such as universities and non-profits with a free, professional-quality color printer through an innovative marketing program called
FreeColorPrinters. This unique program accepts applications online and new members are provided with numerous services, ideas and supply ordering capabilities through an exclusive members-only site.
Challenge
Originally designed as a way to increase penetration in the color printing market, the FreeColorPrinters program needed to deliver greater market awareness for Xerox by growing its online member base. From the beginning, marketers at Xerox tracked basic web site information, such as overall traffic and new member registrations, but evolution and growth required more in-depth insight to guide their decisions and meet their business objectives. As a loyal, long-term WebTrends customer, Xerox immediately recognized the benefit of upgrading to WebTrends 7 for its new marketing capabilities.
Results
With WebTrends 7 Enterprise, Xerox:
- Optimized their search results, both paid and organic, by using WebTrends Search Marketing Analysis to identify and streamline its list of top performing keywords
- Increased web site conversion rates of its online member registration process using WebTrends 5-Point Scenario Analysis
- Improved on-site promotions through WebTrends SmartView, a new feature that gives marketers at Xerox the ability to surf their site and see their results on the actual web page
- Effectively increased shopping cart conversion rates for specific customer segments, using WebTrends Segmentation Analysis
