Case study: Use Web Analytics to Maximize Your Website ROI - Part 2

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This second video contains another interesting case study about a B2B website. The issue was that the paid search marketing program generated only a few costly leads. What was their approach for this problem and… what were the results? There is a diagram with all the important indicators for a better understanding: impressions, clicks, CPC, total cost, conversions, conversion rate, total conversions with their values before and after the improving program. What was the conversion rate before and after the analysis?
Related post: Case study: Use Web Analytics to Maximize Your Website ROI - Part 1