Video game entrepreneur Gaspard de Dreuzy and financial technologist Serge Kreiker had a thought: why not use the gaming experience to break the traditional online investing mold? Their idea took hold and Wall Street firm Kapitall, Inc. was born in 2008. Based in New York, Kapitall now has 15 full-time employees providing a unique online investing platform and brokerage.

Kapitall has used Google Analytics Certified Partner Empirical Path since 2011 for analytics services on its JavaScript website. The complex implementation required custom JavaScript to allow for Google Analytics tracking within the trading interface as well as on landing pages. Empirical Path implemented Google Analytics tracking directly within the Kapitall interface so that decision makers could understand pivotal actions, such as how often brokerage accounts were being funded or where in the sign-up process potential investors were dropping out.

Continue Reading: Content Experiment Drives 44% Conversion Increase – Google Analytics Blog

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