Case Study: Optimizely achieves 59% lower CPC and increased click share with Google Analytics Solutions

Optimizely Sees Results With Funnel-Stage Remarketing

Optimizely, a leading online A/B testing and experience optimization platform with over 8,000 customers, needed a data-driven way to re-engage users and deliver customized messages based on where they were in the sales funnel to move them to the next step toward conversion.

Using Google Analytics Premium, Optimizely created virtual pageviews to bucket users into funnel stages, built remarketing lists and custom combinations in AdWords (for example, account-created but not purchased), and served tailored ads like demos, webinars and region-specific event promotions. The campaigns delivered strong results: remarketing made up 8.1% of Google ad spend but generated more than 13% of clicks, lowered CPCs by 59% versus non-remarketing campaigns, improved funnel progression, and earned positive customer feedback.

Optimizely

Steve Ebin

Head of Online Marketing, Optimizely