Google > Case Studies > With insights from Google Analytics, BuildDirect increases sales by 50 percent

With insights from Google Analytics, BuildDirect increases sales by 50 percent

Google Logo
Company Size
1,000+
Region
  • America
Country
  • Canada
Product
  • Google Analytics
  • AdWords
Tech Stack
  • Google Analytics
  • AdWords
Implementation Scale
  • Enterprise-wide Deployment
Impact Metrics
  • Customer Satisfaction
  • Revenue Growth
Technology Category
  • Analytics & Modeling - Predictive Analytics
  • Analytics & Modeling - Real Time Analytics
Applicable Industries
  • Construction & Infrastructure
Applicable Functions
  • Sales & Marketing
Use Cases
  • Demand Planning & Forecasting
  • Predictive Quality Analytics
Services
  • Data Science Services
About The Customer
BuildDirect is a virtual organization that operates in more than 100 countries. The company has an expanding portfolio of building materials including flooring, roofing, siding, decking, kitchen and bath, and landscaping. As an entirely virtual organization, the company credits much of its success to savvy use of online marketing and advertising. The company is headquartered in Vancouver, B.C and is a leader in the supply of flooring, tile, decking, kitchen and bath surfaces. The company was growing rapidly and was eager to improve the efficiency of its online spending.
The Challenge
BuildDirect, a virtual organization operating in over 100 countries, was experiencing rapid growth and was eager to improve the efficiency of its online spending. The company had a good marketing mix that combined search advertising, email newsletters, and online customer signups. However, the challenge was to improve performance by discovering which tactics worked and which didn’t. With a marketing budget that approached $1 million per quarter in the first years of operation, it was crucial for BuildDirect to optimize its spending. The company turned to Google Analytics (GA) to replace an existing analytics package, hoping to see immediate benefits.
The Solution
Through Google Analytics, BuildDirect was able to see how effective advertising, newsletters, and site design were in driving sales. The company optimized advertising spending and immediately saw conversions increase by 37 percent. BuildDirect used GA to refine its paid search strategy around long-tail keywords, which also boosted conversions. GA also helped BuildDirect judge the effectiveness of email campaigns. Sending 800,000 emails at a time to 'confirmed-interest' home renovation prospect lists delivered low ROI. But with campaign measurement through GA, BuildDirect doubled its conversion rate. Finally, BuildDirect optimized site design based on GA data, which revealed valuable insights about traffic sources, landing pages, and navigational paths.
Operational Impact
  • BuildDirect optimized advertising spending and immediately saw conversions increase by 37 percent.
  • The company used GA to refine its paid search strategy around long-tail keywords, which also boosted conversions.
  • With campaign measurement through GA, BuildDirect doubled its conversion rate.
  • BuildDirect optimized site design based on GA data, which revealed valuable insights about traffic sources, landing pages, and navigational paths.
Quantitative Benefit
  • Increased search conversions by 37%
  • Doubled email marketing conversion rate
  • Achieved 100% increase in sample orders
  • Online sales volume increased 50 percent in a matter of months

Case Study missing?

Start adding your own!

Register with your work email and create a new case study profile for your business.

Add New Record

Related Case Studies.

Contact us

Let's talk!
* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that IoT ONE may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from IoT ONE.
Submit

Thank you for your message!
We will contact you soon.