In 2010, Transitions Optical set out to reach people looking for an eye care professional and help them choose eyewear that’s right for them through the eyeglass guide. They wanted to achieve this through paid search campaigns, and they needed the traffic from these campaigns and other channels to be tracked and reported.
Install analytics that track a user’s journey throughout every stage of the guide using custom events. Roll up reports from different websites where the guide is placed. Troubleshoot cross domain tracking issues, and configure event tracking. Create PPC ads that help people find the right glasses by getting them to start thinking about lenses first. Direct visitors to preferred eye care professionals through the Transitions tool.
Within the 2 year duration of the search and display campaigns, PPC had a conversion rate over 20% with eye doctor searches leading to over 70% conversion rates.