A smart web Analytics Implementation Strategy that improved the tool usage rate by 200%
A US-based multi-channel apparel brand was facing the challenge of low usage of its web analytics tool Adobe SiteCatalyst. All the teams including Marketing, Merchandising and Content were hardly using the solution for 5-7 hours/week. This resulted in lack of analytical insights for website optimization. The client contacted Nabler to improve the returns from SiteCatalyst. Nabler’s solution experts did an in-depth study after interviews with all the user teams and came up with the issues they faced while using the tool. We prepared a re-implementation strategy along with our unique Digital Analytics Evangelization Program that ultimately resulted in over 200% increase in solution usage and 28+% increase in website conversion rate.
Nabler helped a US-based apparel brand optimize its investment on Adobe SiteCatalyst with a well-investigated re-implementation strategy and user training through our unique Digital Analytics Evangelization Program. This helped all the client’s teams get better and more relevant results and insights from SiteCatalyst, thereby increasing the tool usage and website effectiveness.
Improvement in tool usage rate
Increase in conversion rate
per month additional revenue reported
Nabler recently worked with a mid-size multi-channel apparel brand in United States, and assisted it in re-implementing Adobe SiteCatalyst on its online store. The client has been using Adobe SiteCatalyst on its website for over six years but has not been able to realize the benefits of the tool due to low usage. The client approached us with a business problem that, the overall usage rate of this solution in the organization was quite poor and specifically; the three major departments, i.e., Marketing, Merchandising, and Content were not spending more than 5-7 hours/week on this solution. As a result of which, they were not able to find many opportunities for optimizing the online store, and this was causing the revenue and conversion rate to be stagnant for a long time. According to the Director of Web Analytics, the annual investment on this solution was not generating any significant returns, and this was a serious setback.
To help the client overcome these challenges, we requested the Director of Web Analytics to initiate a Discovery Process in which, we asked him to arrange quick 45 minutes conversations with the following stakeholders in the company:
- Director and Manager of Site Merchandising
- Creative Director
- Information Architect
- Online Content Manager
- Site Operations Manager
- Digital Marketing Manager
- Call-Centre Operations Manager
The idea behind interacting with the above stakeholders was to better understand their ongoing operational challenges, their desire for web analytics data, their current understanding of the tool and the underlying business rules, their current reporting structure and distribution channel, the kind of data sources they rely on, the kind of dimensions and metrics they focus on, their monthly and quarterly goals, and most importantly, what were their expectations with the in-house web analytics solution.
Most of the people, who participated in the above interviews, raised some common concerns, which laid the foundation for this re-implementation engagement.
- Across the board, there was a lack of understanding of the tool and the underlying implementation business rules.
- Most of the stakeholders complained about data inaccuracy and its inconsistent behavior month over month.
- The Marketing department complained about re-conciliation issues and incorrect credit attribution across channels.
- Merchandising department showed a lot of interest in using the tool but their desire to bring the tool in synchronization with the back-end reporting system with no standard data-definition was causing poor usage among the team.
- The Call-Centre Operations Manager requested for real-time insights on-demand and fulfillment numbers to create opportunities for cost reduction.
- Content Team expected a better visibility of visitor engagement with different page elements, rich-media components, navigation behavior, and quantifying the contribution of each element in terms of revenue.
All the above insights shared by the client’s team provided us with actionable information and demystified the problem statement.
After synthesizing the gathered information and putting it in context, we approached the Director of Web Analytics to go for a three weeks’ “Nabler’s Digital Analytics Evangelization Program” under which, we followed a series of steps to evangelize the in-house team and put together a smart Web Analytics Implementation Strategy, which was rolled-out under the supervision of a Nabler’s Senior Consultant.
At the end of the evangelization program, we came up with an actionable Web Analytics Implementation Strategy for the client, and executed it in collaboration with the client’s in-house IT Team. The re-implementation of the web analytics solution involved, Development, Unit Testing, Functional Testing, Automated Simulation-Based Testing, User Acceptance Testing and Post Launch Validation. The entire process took about six weeks.
After six weeks of re-implementation program, we initiated a series of custom training programs for business stakeholders from various departments. In the beginning, we conducted a joint training program for the entire company to apprise everyone about the re-implementation project, and after that, we conducted once-a-week training program for 90 minutes for each department for two months. These series of customized training sessions evangelized the teams significantly, and empowered them with relevant tools to quickly identify opportunities for site and marketing optimization.