Case Study: The Next Web (TNW) achieves up to 107% higher conference clickthroughs with Google Analytics Solutions (Optimize 360)

The Next Web finds the right message with Google Optimize 360

The Next Web, a technology-media company that runs high-profile conferences and publishes thenextweb.com (8 million monthly users), needed to improve the promotional messages placed in articles to drive readers to its conference site and sell tickets. Previously, testing new copy was slow and required multiple teams—analysts, developers and QA—so finding the most effective messaging was a bottleneck.

By using Google Optimize 360 integrated with Analytics 360, The Next Web’s marketing team ran multivariate and A/B tests themselves with a visual editor and consistent metrics. Tests revealed the “All Killer, No Filler” headline with “This one’s different, trust us” increased clickthroughs by 26.5%, and changing the CTA to “Check it out” lifted clicks by 107%; faster testing and clearer insights have driven more conference traffic, attendees, newsletter signups and measurable revenue.

TNW

Martijn Scheijbeler

Director of Marketing