Poorly implemented Google Analytics meant that Inside Japan Tours had little visibility on website performance. We took them on a journey to full data visualisation.

"I have worked in the digital arena for over 16 years and it's so refreshing to work with professionals who truly understand this field, know how to make the most out of your budget and help achieve your goals”.

Graeme Dunn, Inside Asia Tours

Inside Japan Tours

Inside Japan Tours (IJT) is the UK's leading Japan travel specialist, offering small group tours, tailored travel and cultural experiences that few get the chance to discover.

Their Objectives

Despite their status as market leaders, IJT knew that they could derive deeper, more valuable, behaviour and performance insight from Google Analytics (GA).

The expectation was that a firmer understanding of Inside Japan’s website and analytics would uncover a number of barriers to conversion. They weren’t disappointed.

Our Approach

The starting point for our project with IJT was a comprehensive GA audit. In combination with extensive troubleshooting our investigation of IJT’s analytics setup flagged a number of fundamental errors with the way the account was configured.

Errors rectified, IJT were able to more accurately measure key performance indicators and better understand the ways in which their customers were interacting with the website.

Then, using Google’s own visualisation tool - Data Studio - we brought IJT’s GA reporting to life, making it more accessible to stakeholders and exponentially easier to extract insight from.

Not only did this step make GA a key data source to support business decision making, it highlighted the obstacles in the way of customer conversion. With tracking in place, we were able to rethink IJT’s key landing pages and improve digital performance.

The Results

As a consequence of our ongoing analytics and conversion project, IJT now has full visibility of its website performance metrics. Enhanced tracking of user behaviour has enabled our conversion team to make data-driven alterations to IJT’s website, thereby improving performance.

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