Web Analytics Case Study: Bausch + Lomb

An Example of Our Web Analytics Solutions

Client: Bausch + Lomb Storz® Ophthalmic Instruments

Services: Web Analytics

Challenge: Bausch & Lomb produces ophthalmic, ENT, and plastic surgery instruments and markets to doctors and surgeons worldwide.  Bausch & Lomb operates three websites, one for ophthalmic equipment, one for ENT and plastic surgery equipment, and one shopping cart site that serves both equipment sites. The shopping cart currently allows visitors to add products to the cart, but then the visitor must contact a customer service representative to complete their order. The Net Impact created each site in our content management system and installed Google Analytics tracking code across each site. 
In addition to regular monitoring of Analytics trends, The Net Impact also provided a comprehensive report detailing trends over the last 30 days in addition to a 6 month time period review. Each Analytics report for the three websites included finding methods, referral information, entry and exit pages, and navigation pathways analyses along with specific information relevant to each site. While analyzing analytics data for each site, The Net Impact found several interesting trends that could be used to improve the overall performance of the websites.  For example, The Net Impact found that the majority of keywords directing visitors to the site were branded keywords; however, the few non-branded, product-related keywords that drove traffic to the site often times resulted in more pages/visit and an increased time on site. Another trend was that approximately 90% of visitors entered the site though the Home page.  In addition, the majority of the visitors were using the site search feature rather than navigating through the site.

The Net Impact’s Solution: Based on our findings, The Net Impact made several recommendations to Bausch & Lomb to improve the traffic to their websites as well as the navigation pathways through their sites: 
• Since the majority of keywords directing visitors to the website were branded keywords and most visitors are landing on the Home page, The Net Impact recommended optimizing landing pages to rank on search engines and in turn increase the number of visitors entering through specific product pages.
• The Net Impact also recommended that frequently searched products be featured on the Home page to help visitors find the products they were looking for without needing to perform a site search.
• To also help visitors find what they are searching for without needing to use the site search as frequently, The Net Impact suggested testing different links and navigation structure to help visitors navigate through the site easily.
• To address a bottleneck at the Login page, The Net Impact recommended clearer calls-to-action to direct visitors to register or login to the shopping cart and a ‘forgot password’ option to help users who may have forgotten their login information.

Results: At present, The Net Impact is in the process of optimizing product pages to appear on natural search results pages to drive traffic to interior, product specific pages.  The Net Impact has also launched and is currently managing several pay per click campaigns to drive traffic to the site and increase traffic for product-related keywords. In addition, The Net Impact has created unique titles on each product page to make reporting easier and for SEO purposes. In the future, The Net Impact plans to further test website performance through user testing as well as to develop a fully functioning e-commerce site and monitor e-commerce trends through Google Analytics.