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European Travel Leader Credits Web Analytics Consulting Firm With Helping Turnaround Online Sales
New York (Marketwire) July 28, 2009 — Technology Leaders, a leading web analytics consulting and technology firm, today announced that it has been working with Rail Europe to completely transform the European rail leader's online presence to help increase sales.Rail Europe (www.raileurope.com) credits Technology Leaders with helping turnaround e-commerce sales, which had dipped at an alarming rate under the old site. Since the overhaul, RailEurope.com's conversion rate increased nearly 30 percent during the crucial April to May time period, when many consumers are planning their summer travel, compared to the same time last year, said Frederick Buhr, Vice President of eBusiness for Rail Europe. Online sales increased nearly 7 percent during that same period. Meanwhile, sales at many travel web sites are down as much as 25 percent due to the recession, Buhr said.
“Without the help of Technology Leaders, we would have not have been as successful as we were,” Buhr said. “They added tremendous value to project. We threw curveball after curveball at them and they hit it out of the park each time.”
Last year, Rail Europe made the strategic decision to move its online presence ahead in the travel planning cycle, instead of being at the end of the cycle as a booking engine. That meant adding lots of content, photos, videos, interactive planners and more. In all, the company added more than 500 pages of content.
Technology Leaders was brought into to help develop an entire new web analytics framework. Its work included:
- Re-tagging the entire site with javascript code and Webtrends tags, including all of the new content
- Providing more granularity for online marketing campaigns
- Providing new conversion metrics, such as newsletter registrations
- Setting up dashboards and KPIs (key performance indicators)
Buhr called out Technology Leaders work in providing better campaign reporting. For example, Technology Leaders created a single unified view of Rail Europe's best online acquisition sources, which made it easy for Buhr to determine where to invest his acquisition dollars. Previously, the reports were scattered within Rail Europe's web analytics solution. Technology Leaders also increased the granularity of the reports, helping Buhr sees which keywords and online campaigns sold which travel products.
“Credit Rail Europe for adjusting to market conditions and smartly adjusting its approach,” said David Millrod, co-managing partner at Technology Leaders, and team lead. “We were honored to help Rail Europe with this important and we are extremely pleased with the results.”
About Rail Europe
Rail Europe, the largest distributor of European rail products in North America, encourages you to make train travel a part of your European travel experience. The company celebrates over 75 years as a leader in European travel and believes that the spirit of train travel is about enjoying the simple pleasures, respecting the environment and connecting with people, places and cultures. For more information, please visit www.raileurope.com.
About Technology Leaders
Technology Leaders is an innovative web analytics consulting and technology firm. Technology Leaders' products and services drive shareholder value by maximizing the role of web analytics in making critical marketing and business decisions. Technology Leaders is headquartered in New York, NY. For more information, call +1.212.808.3058 or visit www.technologyleaders.com.
Press Contacts:
Erik Bratt,on behalf of Technology Leaders
858-775-0882
