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Industry
Sports Apparel
Location
Chicago, IL
Tags
A/B TESTING
GOOGLE ANALYTICS
GOOGLE OPTIMIZE
GOOGLE TAG MANAGER
BIGCOMMERCE
DIGITAL ANALYTICS
Key Impact
Avatria was able to improve list conversion rate by +53% over the course of a 30-day project by implementing Convert's BigCommerce integration.
+53%
Conversion Rate
THE CHALLENGE
Sport World Chicago was challenged with the inability to track capture high-quality data about customer shopping behaviors due to the following reasons:
Large catalog
Many similar products with minor differentiation
New products frequently introduced
Minimal site search usage
PROJECT DETAILS
Prior to engaging Avatria, Sports World Chicago did not have Google Analytics Enhanced Ecommerce tracking enabled, preventing them from capturing high-quality data about customer shopping behaviors. Avatria helped Sports World implement Enhanced Ecommerce tagging via Google Tag Manager.
As part of the initiative, Avatria also installed Google Optimize and set up an A/B test of Convert's rankings.
Convert rankings were then applied to the site's "Featured" sort order on high-traffic categories, and updated on a weekly basis.
After implementing new tagging, Google Optimize, and Avatria Convert an A/B test was run to measure improvement:
- A/B Test Platform: Google Optimize
- Test Duration: 30 days
- Categories Tested: 29
- Control Variant: Newest Items Sort
RESULTS
Below are key improvements that were observed in the test category.
In addition to the metrics listed below, Convert’s rankings outperformed the control group in 10 other metrics including: Transactions, Conversion Rate, Sitewide Purchases, Product Clicks, Adds to Cart, Checkouts, Clickthrough Rate, Cart-to-View Rate, Checkout-to-View Rate, Buy-to-Detail Rate
+53%
List Purchases
+20%
Average Purchases per User
+53%
List Conversion Rate
100%
Customer Satisfaction
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