Builtvisible

A ground-up implementation of Enhanced Ecommerce tracking and a bespoke reporting setup - Builtvisible

Bravissimo's new Enhanced Ecommerce dashboard.

An example of the new automated Google Data Studio reports.

A ground-up implementation of Enhanced Ecommerce tracking and a bespoke reporting setup

17/07/2018
Project Clients: Bravissimo

A game changer in understanding the customer funnel

The Challenge

Standard e-commerce tracking and Excel-based dashboards made reporting a time-consuming activity for Bravissimo. Transactions were tracked as an isolated data point, so while top-line revenue was reported accurately, the team couldn’t gain insight into the broader purchase journey; cart abandonment and checkout behaviour were unknowns.

Existing processes also lacked data on customers’ engagement with content, impeding the marketing team’s ability to demonstrate ROI.

The Solution

Quick wins off the back of our Google Tag Manager and Google Analytics audit included addressing inaccurate pageview counts and bounce rates on product pages, a consequence of the site’s use of performant JavaScript functionality in lieu of full page reloads. Following our audit, we migrated the site away from standard Ecommerce functionality over to a modern Data Layer-powered implementation of Enhanced Ecommerce.

This new ecommerce tracking was supplemented with a series of new data points relating to top-of-funnel interactions. Tracking these interactions was geared towards enabling the Bravissimo team to attribute value to customer engagement with content such as videos, customer reviews, and mailing list sign-ups.

Lastly, the team’s cumbersome Excel-based reporting system was replaced by automated Google Data Studio dashboards. The reports were geared towards the business’ digital KPIs while serving to communicate the value of the marketing team and our work on technical SEO, link building and content production and promotion.

The Results

“Builtvisible’s work has freed us from the manual process of creating weekly reports, enabling us to spend more time analysing the results and turning the insights into actions. Enhanced Ecommerce is a game changer in understanding the customer funnel across all channels, and better measurement of engagement has given us a data-led approach to ensure we’re investing in the content formats and topics that are most engaging for our customers.”

Charlotte Field, Senior Ecommerce Manager

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