How Reload Helped RSL Queensland Make Every Website Interaction Count.
RSL Queensland is the largest ex-service organisation in Queensland, with 240 sub-branches across 10 districts. They provide services & programs to support current and former Australian Defence Force members and their families.
When RSL Queensland re-platformed their website, they quickly realised that their new platform’s analytics wasn’t going to give them the data they needed to understand how their audience was consuming their content online.
Reload helped RSL Queensland design and implement a data collection approach that would assign customer definitions to different users on their site, based on their own business logic, rather than having to conform to their website platform’s system.
The RSL Queensland team developed a ‘Guided Search’ functionality on the homepage, where users are prompted to select their role, their current situation and the service/offering they’re looking for, which then generates relevant content based on these selections.
Reload engineered and implemented a tracking paradigm that captures information at each stage of the Guided Search and automatically groups users into segments based on their answers, unlocking the rich data-collection potential of this website feature. Using this data, Reload and RSL Queensland can build more informed and engaging experiences for existing and new members.
Unlocked valuable customer data.
Allowed the client to identify issues with their existing content and wider marketing strategy.
Provided detailed information on who is using the ‘guided search’ functionality and what they’re doing on the website.
Provided visibility on which channels were driving the most traffic to the ‘guided search’ functionality.
The client was able to use the data to make informed decisions on how they could optimise their user experience and better serve their customers.
This tracking implementation has unlocked business intelligence that, until recently, was not readily available to the RSL Queensland team.
With this data, RSL Queensland can now make better informed decisions about the content they deliver to their users, the design of their website and their overarching marketing strategy.
In addition, Reload’s own audience segmentation capabilities have grown, further enhancing our Paid Marketing activities.
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Level 5, 11 Finchley St, Milton, Queensland, Australia 4064
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NSW, Australia 2007
Unit 1/658 Church St, Richmond
Victoria, Australia, 3121
GF Hanston Square Building, San Miguel Ave. Ortigas Centre, Pasig City, Philippines 1605
© Reload Media Pty Ltd. 2021 Privacy Policy | Disclaimer
