Propel more online shop conversions with less marketing waste
Get a more complete picture of customer journeys across campaigns, channels and devices
Unlock customer-level data to make more robust marketing decisions
The solution involved setting up a framework to track and bucket different journeys across digital channels and stitch them together to get a unified customer view. By implementing user ID tags on the website and app, for the first time Globe could see where customers and prospects were interacting with the brand across their owned channels.
At the same time, a backend solution was developed to stitch the customer journeys together from first activation to drop off. This revealed how people were interacting with the app and website, and how they move between them. Because we could see where people dropped out of the journey, we were able to identify opportunities to minimise churn, while also building audience lists for retargeting to maximise conversions. For example, when we saw visitors bouncing off because of how long it took for a page to load, recommendations were made to Globe to make simple adjustments to speed up the page load time and increase channel stickiness as a result.
Another key focus was using digital analytics tools such as Google Analytics 360 to reveal predicted behaviours, for example, whether visitors were likely to churn or convert by making a purchase in the next seven days. Using these insights, Globe could build audience lists and target them with the right ad messaging, offers and push notifications to either prevent prospects from churning or make it easier for them to convert.
The final element of the solution was building automated reporting dashboards. These are designed to help Globe quickly and easily visualise their digital performance and customer segment insights and identify conversion optimisation opportunities
Globe now has a much better understanding of their customer journey and can make more robust marketing decisions that drive more conversions, a more seamless customer experience and a higher ROI.
The solution helped Globe achieve a 2X higher conversion rate with a 30% lower cost per conversion. Further work was done on ways to use it to fine-tune the customer experience across digital channels and achieve even better business results for the future.
2X higher conversion rate
30% lower cost per conversion
Unified customer journey view across platforms
Sustainable solution to reduce churn and maximise conversions