Case Study: Shell achieves a 65% rise in click-through rate and 38% greater cost efficiency with Qualtrics

Shell - Customer Case Study

Royal Dutch Shell, a global energy company active in 70+ countries with about 90,000 employees and producing 3 million barrels of oil equivalent per day, needed clearer insight into what website visitors were looking for so it could improve digital marketing and pay-per-click performance.

By running a Qualtrics on-site survey, Shell learned visitors mainly sought product information, promotions, warranty details and technical data sheets. Those insights were used to refine PPC targeting, delivering a 65% increase in click-through rate, a 38% improvement in cost efficiency and exceeding click volume goals by 40% versus 2013.

Shell

Brian Lardi

Global Digital Marketing Manager