Analytics help boost online performance, traffic for Advance Auto Parts
Business intelligence gained via web analytics from WebSideStory has helped Advance Auto Parts significantly increase the marketing performance of its web site, the company reports.
Since implementing WebSideStory’s HBX hosted, on-demand analytics service to improve its understanding of its online customers’ behavior, Advance Auto has been able to increase the number of site visitors accessing its store locator and store directions, thus drving more in-store traffic, according to the company. The auto parts dealer, the second largest in the country, has more than 2,500 stores in 39 states. Additionally, Advance Auto has seen an increase in visitor traffic to its e-commerce site, PartsAmerica.com; and it’s been able to use analytics-driven data to fine-tune online marketing campaigns.
The company says it has boosted ROI from its online marketing investment by, among other initiatives, using analytics to identify the best- and worst-performing campaigns, ranging from search keywords to banner ads, and direct its marketing resources accordingly. For example, in one case decisions based on HBX reports saved Advance Auto tens of thousands of dollars by showing that a large online media buy was not performing to expectations –information that helped Advance Auto secure a discount on its next purchase.
“HBX more than paid for itself right there,” says Mark Palmer, Internet marketing manager for Advance Auto Parts. “Customers are staying longer and immersing themselves. HBX enables us to make improvements to our web site that directly impact our bottom line.”
Back...
