Google Case Studies Sigma Sport spins up 28% higher revenue with Google Optimize 360

Edit This Case Study Record

	Sigma Sport spins up 28% higher revenue with Google Optimize 360 Google

Sigma Sport spins up 28% higher revenue with Google Optimize 360

Google

Technology Category	Analytics & Modeling - Real Time Analytics Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	Sigma Sport, a global retailer of bicycles and sports gear, was looking to increase its customer base with high potential lifetime value. The company realized that it needed to change its website experience to better engage these customers. Sigma Sport's agency, Merkle \| Periscopix, discovered that 40% of Sigma Sport’s returning customers came through the homepage, but less than 2% of them were using the prominent homepage carousel to browse highlighted brands. The challenge was to understand why the number was so low and how to improve the user experience to increase engagement and sales. Read More
About Customer	Sigma Sport is a global retailer that sells bicycles, clothing, energy bars, and other sports gear. The company operates both in-store and online, with its headquarters located in Kingston upon Thames, Surrey, in the United Kingdom. Sigma Sport's primary goal was to increase sales and engagement by creating a personalized homepage for its customers. The company was particularly interested in finding more customers with high potential lifetime value and knew that it needed to change its website experience to better engage these customers. Read More
Solution	Sigma Sport and Merkle \| Periscopix turned to Google Optimize 360, part of the Google Analytics 360 Suite, to address this challenge. They conducted a customer journey analysis, which showed that almost half the user journeys began on the Sigma Sport homepage. However, instead of using the carousel, most users were inclined to use either the site search or the main navigation to browse within the brands they had an affinity for. Using Optimize 360, Merkle \| Periscopix created an experiment where they replaced Sigma Sport’s homepage carousel with brand-specific images of the site’s three top-performing brands: Castelli, Specialized, and Assos. They then targeted the experiment to the audiences they had already built in Analytics, serving personalized experiences to fans of each brand. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Platform as a Service (PaaS) - Data Management Platforms

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

Sigma Sport, a global retailer of bicycles and sports gear, was looking to increase its customer base with high potential lifetime value. The company realized that it needed to change its website experience to better engage these customers. Sigma Sport's agency, Merkle | Periscopix, discovered that 40% of Sigma Sport’s returning customers came through the homepage, but less than 2% of them were using the prominent homepage carousel to browse highlighted brands. The challenge was to understand why the number was so low and how to improve the user experience to increase engagement and sales.

About Customer

Sigma Sport is a global retailer that sells bicycles, clothing, energy bars, and other sports gear. The company operates both in-store and online, with its headquarters located in Kingston upon Thames, Surrey, in the United Kingdom. Sigma Sport's primary goal was to increase sales and engagement by creating a personalized homepage for its customers. The company was particularly interested in finding more customers with high potential lifetime value and knew that it needed to change its website experience to better engage these customers.

Solution

Sigma Sport and Merkle | Periscopix turned to Google Optimize 360, part of the Google Analytics 360 Suite, to address this challenge. They conducted a customer journey analysis, which showed that almost half the user journeys began on the Sigma Sport homepage. However, instead of using the carousel, most users were inclined to use either the site search or the main navigation to browse within the brands they had an affinity for. Using Optimize 360, Merkle | Periscopix created an experiment where they replaced Sigma Sport’s homepage carousel with brand-specific images of the site’s three top-performing brands: Castelli, Specialized, and Assos. They then targeted the experiment to the audiences they had already built in Analytics, serving personalized experiences to fans of each brand.

Impact #1	Sigma Sport was able to serve personalized experiences to fans of each brand.
Impact #2	The company saw uplift across the entire customer journey with a 90%+ probability to beat the baseline.
Impact #3	The experiment led to a better understanding of customer behavior and preferences.

Impact #1

Sigma Sport was able to serve personalized experiences to fans of each brand.

Impact #2

The company saw uplift across the entire customer journey with a 90%+ probability to beat the baseline.

Impact #3

The experiment led to a better understanding of customer behavior and preferences.

Benefit #1	28% increase in revenue
Benefit #2	32% uplift in e-commerce conversion rates

Benefit #1

28% increase in revenue

Benefit #2

32% uplift in e-commerce conversion rates

Download PDF Version

Overview

Sigma Sport spins up 28% higher revenue with Google Optimize 360

Operational Impact

Quantitative Benefit