Food Network Increases Engagement, Improves Video Streams with Omniture

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Case Summary

Food Network wanted to determine what visitors were coming to their site to accomplish and how to better meet visitors' needs. The company also wanted to know if video, offered on 10 percent of its site, was appealing to visitors. Food Network used SiteCatalyst, SearchCenter and Survey. SearchCenter helped Food Network understand which keywords were bringing visitors to the site and to video content. Food Network also drilled down to optimize how visitors were interacting with video. Food Network was able to increase video viewing by 30% and increase completion rates of people watching the video by 35%. The branded vs. non-branded keyword tests resulted in a 39% increase in searches and a 27% increase in page views.