Case Study: Tourism New Brunswick achieves a 58.31% lift in customer enquiries and an 11.4% lower bounce rate with Google Analytics Solutions

New Brunswick increases tourism by matching audiences to activities

The New Brunswick Department of Culture, Tourism and Healthy Living (CTHL), working with agency T4G, ran the summer “My New Brunswick Finds” campaign to grow tourism by matching two target segments — “No‑Hassle Travellers” and “Cultural Explorers” — to relevant experiences. With a short, competitive seasonal window they needed agile analytics to reduce bounce, increase pages per visit and drive enquiry form submissions while tailoring content to each audience.

T4G used Google Analytics Campaign and Event Tracking plus Goals to identify the most engaging traffic and actions, then ran a Website Optimizer A/B test that replaced a link-heavy landing page with one offering two clear audience-focused choices. The simpler variation won with 99% confidence, producing an 11.4% drop in bounce rate and a 58.31% increase in customer enquiries, and the insights guided a redesign of the province’s main tourism site and ongoing optimization.

Tourism New Brunswick

Carol Alderdice

Manager Web Technology