In today’s business climate, understanding the trends behind your victories can be just as important as analyzing those behind your losses. Today’s story illustrates the power of data in understanding and leveraging an organization’s success. A major telemedicine provider noticed their company blog was receiving record-high numbers from organic searches during the height of the Coronavirus crisis. However, to create usable insight moving forward, the client needed to identify the reasons behind the success.
What caused the spike in traffic?
On Tuesday, April 14th, 2020, a solid month into the Coronavirus pandemic, the telemedicine provider received some encouraging news. Customers were successfully finding the company in record numbers from organic searches. The client’s blog sessions reached a record high for Channel Grouping from organic search, eclipsing the previous record high set on February 11th, 2020. These numbers were 9% over the model, impacting 53% of unique users. Automated business analysis from Outlier indicated customers searched using Google sources, with this search engine listing a 96% contribution as a potential cause of the change in sessions.
An increase in customer engagement during a pandemic for a telemedicine provider certainly shouldn’t surprise anyone. But why was the company blog getting so much organic traffic? What was sessions doing right during this health crisis? To guide future marketing strategy, and better serve their customers’ needs, this telemedicine provider needed a data deep-dive to discover the root of their sudden search engine success.
Fortunately, this client counted on Outlier as a trusted partner to help them uncover the insight behind the numbers. The automatic Root Cause Analysis feature discovered the popularity of the Coronavirus blog posts that ran during the peak of the pandemic drove the record organic search numbers. Three of the top five posts addressed the health crisis, providing needed education and support for a confused and fearful public.
Supported by Outlier, the client identified what was behind their organic search success in real-time, not days or weeks. Armed with this knowledge, the client can better plan future blog content that resonates with customers, maximizes their marketing dollars and lowers their cost per lead. With this information, the firm can focus on marketing campaigns that are driving traffic and reduce spend in other marketing channels.
Outlier finds the unexpected in your data automatically and quickly. In this new normal your resources must be focused on the most optimal outcomes for your business. By only sharing the insights that drive your business, Outlier can save you hours, days, or weeks. Outlier empowers enterprises to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases and better customer experience. Sign up for a custom demo to see how.