In April, 2009, the director of media strategy at henderson bas, a Toronto-based on-line marketing agency, was evaluating the present drive for Primus Telecommunications (Primus). It had been around two months ever since the Primus house telephone bundle banner advertisement campaign was established, and initial results were not expected. While there were a lot of visitors brought to the Primus website, those visitors were not "converted" into paying customers at a high enough rate.
This poor conversion rate had pushed the price per acquisition of new Primus customers to uncomfortably high levels, threatening the future of the effort. By assembling form use information from the web site and later executing visitor-tracking applications, the manager concentrated her interest to analyze the results to ascertain visitors to Primus' web site were not converting into paying customers.
PUBLICATION DATE: November 05, 2009 PRODUCT #: 909D13-HCB-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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