American Lung Association had a data problem. With four web properties, regular campaigns, and a $40,000-a-month Google Grant, they needed a hand keeping track of all their analytics data.
Beaconfire worked with Lung to update and organize their analytics, tracking not just major goals like donations, but all activities aligned with their goals: gift amounts on key donation forms, member behavior, traffic between their properties, and more. We also organized and prioritized their large Adwords account, making it easy to manage ads towards their goals.
Then, the fun began: digging into the data we were collecting, and finding actionable insights to help improve their website. We found and removed barriers to conversion. We analyzed their most popular content, and discovered which content was effectively engaging their visitors, plus helped content managers throughout the organization better understand what brings visitors to their section. We even identified the best places to promote high-priority programs throughout their site.
Helping our clients understand their data – so they can breathe a little easier.