In April 2009, the director of media strategy at henderson bas, online advertising agency based in Toronto, was to assess the current season of Primus Telecommunications (Primus). It had been two months since the Primus home phone together launched the campaign banner advertising, and the first results were not as expected. While there were a large number of visitors attracted by the Primus website, these visitors were not “converted” to paying customers sufficiently high level. This low conversion rate had pushed the cost of acquisition of Primus customers uncomfortably high levels, threatening the country’s future. By bringing the use of the website forms and settings? Data? Incarnate by tracking suite software users, the director turned his attention to analyzing the results to determine why site visitors Primus have not been converted into paying customers.
by
John S. Haywood-Farmer,
Ari Shomair,
Arina Rosu
Source: Ivey Publishing
13 pages.
Release Date: November 5, 2009. Prod #: 909D13-PDF-ENG
Under Henderson: solutions for campaign Primus.ca
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