Fuelcard Services

Fuelcard Services

About Our Client

Fuel Card are one of the biggest independent agents of fuel cards in the UK, with a growing international presence. Since 2005, Fuel Card have supplied refuelling top-up cards that help agile businesses keep travel costs down.

Fuel Card’s primary challenge was collecting accurate and valuable data to analyse traffic across their various websites. As a global organisation, with several service offerings, Fuel Card received traffic going to and from their different sites for different reasons. Unfortunately, a lack of cohesive tracking tags meant that they were none the wiser as to the nature of this traffic. What was the user journey? Were these users new, returning, or travelling between the Fuel Card websites?

Fuel Card’s conversion opportunities were being hampered by a lack of accurate conversion tracking – that’s where we came in.


Strategy 1

Implementing conversion tracking

Strategy 2

Paid Search Ads (Google and Bing)

Strategy 3

Paid Social (Facebook and Linkedin)

We helped Fuel Card achieve a spike in their conversion rates by optimising conversion tracking throughout their websites. Our strategy allowed accurate tracking between their websites and divisions, giving a complete picture of user journeys and missed opportunities for conversions. This tracking supported our PPC efforts, providing us with valuable user data that was crucial for making a success of our campaigns.


Analytics Results

Increase in conversions year on year

Implementing conversion tracking across both Fuelcard’s UK and German sites gave them a better insight into the performance of various marketing channels. This meant that they – and we – could make more effective digital marketing decisions. Following the optimisation of their conversion tracking, conversions increased by 56%.

Increase in conversion rate year on year

As well as a 56% increase in total conversions, our methods played  a central role in substantially increasing Fuelcard’s conversion rate. Of the total number of visitors, 63% converted.

Decrease in CPA year on year

As a result of the considerable uplift in conversions, cost-per-action saw a significant decrease of 37%.

“I’ve always appreciated GSM’s help and support in helping FCS grow in Europe – with some sense of humour as well! I appreciated our catch-ups and they always got back to me quickly on all my queries.”

Larisa Guirea, Brand Manager
    • Categories: Analytics Case Studies, Paid Search Case Studies