Google Case Studies WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate

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	WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate Google

WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Established in 1989, WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. The company's website is its main business generation tool, promoting their range of 850 products. WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made. The company wanted to redesign their e-commerce site and increase the number of sales it generates. However, they faced challenges in understanding visitor interaction with the site and ensuring accurate Google Analytics implementation for solid data analysis. Read More
About Customer	WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. Established in 1989, the company has a range of 850 products that it promotes through its website, which is its main business generation tool. The company was keen to redesign their e-commerce site and increase the number of sales it generates. They wanted to understand how web traffic interacted with the site, and where potential improvements could be made. They sought the help of Periscopix, a search engine marketing agency, to achieve these goals. Read More
Solution	WBC's search engine marketing agency, Periscopix, conducted an in-depth implementation audit and set up site search, event tracking and goals. They performed site analysis and used advanced segments to identify new and returning visitors, and to understand how their behaviors differ. They found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC. Periscopix proposed changes to the homepage, showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. They ran an A/B test on the homepage for three months, which resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Established in 1989, WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. The company's website is its main business generation tool, promoting their range of 850 products. WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made. The company wanted to redesign their e-commerce site and increase the number of sales it generates. However, they faced challenges in understanding visitor interaction with the site and ensuring accurate Google Analytics implementation for solid data analysis.

About Customer

WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. Established in 1989, the company has a range of 850 products that it promotes through its website, which is its main business generation tool. The company was keen to redesign their e-commerce site and increase the number of sales it generates. They wanted to understand how web traffic interacted with the site, and where potential improvements could be made. They sought the help of Periscopix, a search engine marketing agency, to achieve these goals.

Solution

WBC's search engine marketing agency, Periscopix, conducted an in-depth implementation audit and set up site search, event tracking and goals. They performed site analysis and used advanced segments to identify new and returning visitors, and to understand how their behaviors differ. They found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC. Periscopix proposed changes to the homepage, showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. They ran an A/B test on the homepage for three months, which resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%.

Impact #1	Following the implementation of the changes proposed by Periscopix, WBC saw a 2.2% increase in homepage engagement.
Impact #2	The e-commerce conversion rate increased by 12.2%.
Impact #3	WBC committed to redesigning the website, with the homepage variation proposed by Periscopix forming the cornerstone of this new structure.

Impact #1

Following the implementation of the changes proposed by Periscopix, WBC saw a 2.2% increase in homepage engagement.

Impact #2

The e-commerce conversion rate increased by 12.2%.

Impact #3

WBC committed to redesigning the website, with the homepage variation proposed by Periscopix forming the cornerstone of this new structure.

Benefit #1	2.2% improvement in homepage engagement
Benefit #2	12.2% increase in e-commerce conversion rate

Benefit #1

2.2% improvement in homepage engagement

Benefit #2

12.2% increase in e-commerce conversion rate

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Overview

WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate

Operational Impact

Quantitative Benefit