Analysis and Recommendations

In terms of Membership awareness, the number of users interacting with the campaign landing page increased dramatically -- to nearly 20,000 -- during this period.

Pages per session decreased, indicating that users landed on the desired page, filled out the request for additional information, then left the site.

We recommend adding more landing pages based on different audience segments. Specifically, nonbrand content that focuses on users searching for queries not including branded keywords. That way, we can capture people not aware of the brand but still add them to the email nurturing campaign