How Croud created real-time insights comparing performance between purchasers and researchers.
Croud and Virgin Trains needed a better understanding of the difference between users with intent to purchase and information seekers, so the team set about creating a granular report.
The Croud Difference
Croud created goals in Google Analytics to track steps through the booking gunnel and look at top-level performance, as well as daily trends. Different segments were applied to sections of the report, to compare performance between purchasers and researchers and provide a breakdown by channel.
Insights became available in realtime via the report, showing a granular breakdown of the performance of each journey step = by channel and user type. The Croud team now uses this data to review if the checkout or any specific channels are causing problems, and then addresses these.