Vistra GA, GTM & CRO Case Study

Vistra

146,000+ Customers Acquired and Increased ROAS by 87%.

Increased conversions by +41% from 0.59% to 0.83% (+0.25%) equating to an additional revenue of £2m per year!

Services Used

Vistra

Vistra are corporate business service providers. They work with clients across the globe by offering management and consultancy services to help their clients maximise the potential of their business. They operate in 5 key areas:

Corporate Services
Private Equity
Real Estate
Capital Markets
Private Wealth

Vistra operates in over 45 countries and have over 200 offices managing over US $395 billion in assets for their clients.

The challenge

Why did our clients come to us?

Prior to our engagement, it was assumed that leads and sales were generated through offline events and conferences and this is where budget was invested. However, the Marketing team wanted to see how the website performed too.

The aim being to: Increase inbound traffic whilst maintaining the Cost Per Acquisition (CPA) levels through marketing optimisation; increase leads and conversion rates (CR) by reducing form funnel abandonment and to better their understanding of the source of high-value leads.

What were their pain points?

No visibility of marketing efforts and conversion outcomes
No KPIs or key measurements and a lack of understanding of onsite user behaviour
Wanted to understand user journeys and identify conversion blockers
Wanted to integrate with CRM for end-to-end tracking (Hubspot)

Our approach

Conducted 2 technical audits before work was started and 1 insight audit after implementation was complete.
Fixed technical errors and found tracking opportunities to implement; improving the reliability of reporting and their ability to analyse and gain insight.
Identified and fixed the serious issue of miscategorising cookies.
Identified that the Cookie Management Platform was incorrectly set to opt-out rather than opt-in which is a requirement for the UK/Europe. Ultimately protecting the client from infringing GDPR.
Introduced improved tracking and integrated tools to identify conversion blockers and perform A/B testing.
Implemented small improvements to make overall significant gains in conversion rate:
1. Better button text
2. Top nav
3. Contact page design
4. New service pages
5. Hubspot progressive form fields

The results

Improved site performance visibility (GA goals, KPIs, Dashboards).
Included more GTM data points to collect more user data and enable more accurate tracking of user interactions: Increasing from 50 data points to 250.
Introduced a process of incremental gains and GoogleOptimize A/B tests.
Increased conversions by +41% from 0.59% to 0.83% (+0.25%) an additional revenue of £2m per year!

We also improved Vistra’s measurement in 3 key areas:

Understand

Micro Funnel & YandexMetrica Form Tracking
FormValidation Error Tracking
Call Tracking
GA4 BigQuery analysis of individual users & Cohorts

Convert

Channel Attribution Analysis
Get more goals (Promo banners)
Personalise our offering (HubSpot & Unbounce)

Traffic

Sitespeed
SEO Connect entities
Link Building

Brands we’ve worked with

View Our Case Studies

I was blown away by the level of automation that MeasureMinds were able to achieve with my weekly Google Analytics reports.

Guy Williamson - Digital Marketing Analyst, ALD Automotive

MeasureMinds' expertise and knowledge of data and analytics is unparalleled. They have completely transformed the way we report. They are passionate analysts who have gone above and beyond in their delivery. Ensuring we are continuing to fulfil our short-term and long-term goals. They understand the importance of the bigger picture and have been paramount to our success.

Norman Loder - Digital Marketing Analyst, Principality

MeasureMinds delivered the project at the highest quality with clear, concise and effective communication. They’re really helpful and love helping solve problems, and their years of experience are reflected in the way they conduct their business. I highly recommend them.

Alex Nott - Head of Growth Marketing, Learning with Experts

Worked with Phil and others on marketing tracking & analytics projects and always was surprised by out-of-the-box approach for solving issues where in-house or other agencies had given up. I highly recommend their services for any tracking and analytics task.

Albert Stanulis - Digital Marketing Manager, Newcross Healthcare

We hired MeasureMinds to consolidate our Google Analytics 360 account, fix our attribution issues and enable better goal & funnel tracking. They did a fantastic job and as a bonus, they managed to reduce our GA360 licence fee!

Tamara Caligari - Marketing and Product Manager, Tipico

Phil is clearly an expert in his field and his knowledge was obviously second-to-none. It was helpful to look at GTM with an expert. The Google data studio training greatly improved our business performance reporting.

Sofia Alvadia - Digital Marketing Manager, Bristol City Council

I hired MeasureMinds in December 2014 to audit Marie Curie's Google Analytics & Google Tag Manager implementations. They did everything in the brief and more in an incredibly quick time with very short notice. They also provided pro bono support after project closure. I wouldn't hesitate to recommend MeasureMinds for GTM & GA implementations.

Neil Dickson - London SEO Consultant, Growth Hacker, Digital Marketer, Marie Curie

I wanted to thank you for all the work you did in setting ACRP up with GTM and Ecommerce tracking. Tracking has been amazing and I love seeing the data come through clean!

Marcela Leon - Manager, Digital & Web Content, Association of Clinical Research Professionals

Google Tag Manager gurus. I worked with them on a complex implementation project for over 10 months and continued to be impressed by their GTM & GA skills. They provide creative solutions and were not shy about making recommendations or improvements that they believed would add value. Their expertise in Analytics and Google Tag Manager definitely make them a great resource to work with.

Deeplaxmi Adke - Director of Digital Analytics, National Geographic

In terms of technical expertise and knowledge, MeasureMinds are the best out there. I strongly recommend them as a digital analytics, CRO and SEO provider.

Sophie Grassick - Global Director Digital Marketing, Vistra

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