Business
Facilisimo Interactive S.L. is the first group of Internet portals exclusively devoted to the home. The company's mission is to offer practical solutions free of charge, making it easier for people to find a house and enjoy their home. Its business model is based on offering advertising services to advertisers who are interested in users looking for a dwelling and other home services. The company's websites include estiloyhogar, expocasa, cocinayhogar, bricolajeyhogar, saludyhogar, mascotasyhogar, plantasyhogar, manualidadesyhogar, and the portals: flashup.com and chup.tv.com.
Challenge
President of Facilisimo.com
The main goal of Facilisimo.com is to increase traffic on its portals and boost user loyalty in order to meet the needs of its advertisers. To do so, the company sought a tool that would make it easier to analyze this traffic as well as the behavior of web users. As a result, the company decided to use Google Analytics more than three years ago. Today, the company considers Google Analytics to be an essential part of the decision making process.
The company's president Alberto Fernández affirms: "Since we linked Google Analytics to our AdWords advertising account, we have been able to keep track of how long a user from an online marketing campaign stays on our website, how many pages he downloads, what paths he follows, what goals we have achieved during his visit, etc., all of which can be compared to users from other campaigns or to the average traffic on our websites."
Traffic data from the more than 800,000 visitors to the portal site Expocasa.com provides an ongoing profile of housing demand. Alberto states: "We can monitor the average price of housing sought by users in Madrid, Barcelona or any other Spanish location where we have a minimum number of properties, compare them and see how they develop over time or find out whether users from Malaga are looking for two- or three-bedroom properties, for instance, and much more, as the possibilities are virtually endless."
Results
Also, Facilisimo used Google Analytics to closely examine the steps that users take in order to register on the site. The company was able to optimize the steps and increase its effectiveness by 30 percent.
Overall, data from Google Analytics has made it easier for the company to make important decisions and Facilisimo plans to continue using the tool.