Web Analytics Case Study: Sensient Technologies Corporation
An Example of Our Web Analytics Solutions
Client: Sensient Technologies Corporation, the leading global manufacturer and marketer of colors, flavors and fragrances.
Website: www.sensientfoodcolors.com
Services: Web Analytics
Challenge: Sensient Food Colors is a global producer of coloring for the food and beverage industries and was faced with the challenge of optimizing, understanding and putting to use data from Analytics for their North America site. They approached The Net Impact and were interested in optimizing their North America website and a Google Analytics overview.
Solution: The Net Impact provided a comprehensive report detailing trends over a six month time period, which included keyword data, referral information, entry and exit pages, visitor information, and navigation pathways throughout the site. While reviewing Analytics for the past six months, The Net Impact was able to determine many trends in the data that Sensient Food Colors was able to use to gain a better understanding of visitor interaction with their site.
The Net Impact reviewed Analytics data and made optimization recommendations for many critical landing pages to increase traffic to those pages organically. During this Analytics review, it became apparent that although Sensient Food Colors had a relatively extensive website, visitors were not navigating through the site or engaging with the site. Going forward, The Net Impact will work with Sensient Food Colors to evaluate the next steps needed to increase their website’s functionality including calls to action and by testing different links and planned navigation buttons which may help to make the site more user-friendly and increase its effectiveness as well as increase engagement. As improvements to the site are made, monitoring Analytics will be essential in determining the effect of those changes, including monitoring navigation pathways, setting up goals in Google Analytics to track conversions such as visitors reaching a product page and signing up for the newsletter. Because time spent on the site and number of pages viewed during a visit was very low, goals can also be set-up that reflect a certain, desired time on site and desired number of pageviews to monitor whether these increase as changes are made to improve the website.
One very important trend found was that, in general, visitors were not navigating through the site. The majority of visitors remained on the home page or used the search function but very few visitors were using the menus to navigate through the site, and even those visitors that performed a search did not view the pages in the search results. Overall, visitors were viewing very few pages per visit and were not engaging with the content on the site. In addition, very few visitors were reaching the goals of the site including the contact page or the email sign-up option.
Based on our findings, The Net Impact made several recommendations to Sensient Food Colors to improve how visitors navigate through their website as well as how to increase traffic to the site in general.
• Since the majority of keywords directing visitors to the website were branded keywords, and most visitors were entering the site through the home page, The Net Impact recommended optimizing landing pages to increase the number of visitors entering targeted pages that describe products and services that Sensient Food Colors offers.
• To increase visitor interaction throughout the site, The Net Impact recommended clear calls to action across the site directing visitors towards goals such as reaching a new product page, the contact page, or signing-up for an email newsletter.