Roundpeg Case Study

Tracking the Results of Offline Campaigns Online

Roundpeg (www.roundpeg.com) strives to create effective and cutting-edge Internet applications for a wide variety of industries. From E-Commerce to online learning environments to database-driven applications, roundpeg has delivers customized turnkey solutions. One aspect of roundpeg's business is providing training on all Macromedia products, sharing real-world development experience on everything from Action Scripting to Flash MX design techniques. President Aaron Downey and the roundpeg team created a postcard announcing their training offerings, and mailed the postcard to 10,000 contacts provided by Macromedia. The postcard included a URL specific to the offer where people could register or find more information. Aaron knew that he needed to quickly determine the results of the postcard campaign.

Before ClickTracks

Time was of the essence in this campaign analysis. "There were so many things I was looking for," said Aaron. "I needed to know how many people visited the unique URL, how many signed up for the training and how many looked for more info on the training. I also wanted to know if these visitors explored other parts of the roundpeg site; were these visitors prospective clients for other services or offerings?" Tracking the results of their offline campaign online offered unique insights. "We noticed that many of our visitors asked questions about who was teaching the classes, but few of the visitors clicked the 'instructors' link available at the top of the page. We also saw people milling about in other training areas, but not signing up for any of our other offerings."

After ClickTracks

After performing his campaign analysis, Aaron was able to make several educated assumptions. "The percentage of postcard recipients who actually visited the URL told us that the postcards were sent out 'too early' in the product life cycle. People were still testing out the products and hadn't had the chance to use them enough to realize that they needed some help." Aarons team sent out the next round of postcards later in the product life cycle, reaching potential clients when they would be more receptive.

Future postcards included both information on all of roundpeg's training offerings, as well as the contact information for the training manager. Additionally, roundpeg added the e-mail address and contact information of the training manager on all pages relevant to training, making it easier for people to immediately contact her and have their questions answered without having to wait for the e-mail to be routed through the general mailbox. Finally, they changed the location of the 'instructors' link on the goal page, making it more noticeable. Analysis in ClickTracks showed the link's new location to be working�clickthroughs went up more than 50%

But an increase in the number of people visiting the 'instructors' page wasn�t the only result. Using ClickTracks to analyze his online and offline efforts, Aaron has seen a number of his desired results come true. "More postcard recipients visited the target URL during the next campaign. More postcard recipients signed up for training. Fewer visitors sent training-specific questions to the general mailbox. And more postcard recipients signing up for multiple training offerings. All of this, from a product that claims to only analyze web sites!"