Case Summary
In its quest to help more patients in their fight against cancer, Cancer Treatment Centers of America believed they could better serve and educate patients by increasing its Web site’s conversion rate and providing more interaction and direct assistance to patients. Previously using a combination of less sophisticated Web analytics solutions, CTCA enlisted the help of Omniture after being impressed with its technology and Best Practices Group.
The CTCA sought help from Omniture to improve patient service levels through an improved site design and hoped that improved site navigation would help patients and families quickly find relevant information.
The Cancer Treatment Centers of America faced important business challenges including:
CTCA used the comprehensive, real-time analytics to improve its Web site and saw a 42 percent increase in home page conversion rate, 30 percent increase in conversion rate and 43 percent increase in page views. The CTCA also saw a 17 percent reduction in SEM program costs as well as a 62 percent reduction in home page abandonment.