Elevating User Shopping Insights for a Leading E-commerce Brand
A leading e-commerce brand struggled with messy and unreliable event tracking, hindering their ability to gain meaningful insights from their A/B testing platform. Their analysis was limited to determining whether a feature was statistically significant, without understanding the underlying reasons. By partnering with us, they implemented a comprehensive e-commerce event tracking plan and developed detailed shopper personas. This allowed them to gain deeper insights into user behavior, leading to more effective A/B testing and personalized user experiences, which ultimately drove sustained growth in conversion rates.
4
User Shopping Personas
12
Personalization insights
3
Years of conversion rate increases
The Challenge
The client faced significant challenges with their event tracking system, which was extremely messy and unreliable. Despite having an A/B testing platform, the lack of detailed insights prevented them from iteratively improving the user experience. The analysis was limited to simple success or failure outcomes, with no understanding of the underlying reasons for these results. This lack of actionable insights impeded their ability to make informed decisions and optimize their website effectively.
Our Solution
We introduced a comprehensive e-commerce event tracking plan and process that immediately resolved the data quality issues. Our approach ensured accurate and reliable event tracking, providing a solid foundation for meaningful analysis. Additionally, we conducted in-depth research to develop detailed shopper personas, helping the client understand how different types of users interacted with their products. This new understanding allowed them to slice A/B test results by different personas, gaining deeper insights into the reasons behind the results. For example, a product page redesign that showed no overall impact on conversion rates was found to perform well for the convenience shopper persona but poorly for the organized adventurer persona. These insights enabled the UX team to make informed decisions about future developments.
The implementation of our advanced event tracking plan and the development of shopper personas led to significant improvements in the client’s ability to understand and optimize user behavior. The deeper insights gained from persona-based analysis allowed the UX team to build more targeted and effective user experiences. This strategic approach led to the development of personalized journeys that significantly improved conversion rates. Over the next two years, the client saw sustained growth in conversion rates despite large increases in traffic, demonstrating the long-term impact of our solutions.