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Improving Website UX with Google Optimize

Cefaly is an external trigeminal nerve stimulation device used as a preventive treatment measure for migraine. It’s approved by the Food and Drug Administration (FDA), and it’s thought to work by addressing the trigeminal nerve in the brain to help stop migraine symptoms.

4.4x

ROI Lift

26%

Reduction in eCPA

11%

Increase in Conversion Rate

The Challenge

Cefaly were driving traffic to the site from what appeared to be qualified sources, however, their conversion rate and critical site metrics were lagging behind their goals. Brainlabs was asked to aid the development and execution of a data-driven approach to improving these metrics and increasing conversions.

How we helped

Brainlabs identified 45 different UX improvements over 11 pages of the Cefaly site. We deployed Optimize 360 to facilitate high velocity testing of these page elements due to its integration with Google Analytics 360 for audience building and measurement. Our experiments had a focus on conversion efficiency, session duration and bounce rate goals

The Results

Uploading in excess of 2 millions conversions a month for Skyscanner utilising an automated system not only saved them time it meant that we unblock a number of other features for them to use in SA360. Bidding towards their business objectives rather than a proxy, enhanced reporting using u-variables, ATB using smart bidding in Google Ads and more!

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