Overall Picture of SiteTuners Web Analytics

SiteTuners is a global leader in the conversion rate optimization space. With Tim Ash at the helm, their team has increased conversions for household brands such as Groupon, Canon or Intuit; growing brands like Lifetime Fitness; niche e-commerce leaders like SpyTec.

SiteTuners is our go-to partner when we notice a site doesn’t need more traffic but needs to reap more from the traffic they are already getting. MashMetrics is their go-to partner when the agency needs to define the performance data they should be acting on now.

When you’re a leader in a niche space, it can become ever so difficult (not to mention expensive) to grow your new visitors. SpyTec, a client of SiteTuners, is a multimillion-dollar e-commerce site selling surveillance gear. Their Magento store goes far beyond a simple Add To Cart button. The site utilizes quizzes, wizards, pop-ups and other methods to help engage users towards conversion. They also re-engage previous and loyal customers.

MashMetrics can integrate Magento with Google Analytics and provide Site Tuners with data they can turn into gold for their client SpyTec.

The Problem With Their Data

Accurate data

SpyTec had low confidence in their ability to use best practices in tracking the right goals and events as well as in the actual methods being used to track them.

Actionable data

The team at SpyTec needed to know more than simply what % of users filled out a wizard or quiz. While that makes a great baseline, it does not answer a plethora of other actionable questions.  For instance, do wizards for one product group work better or worse than others? What is the impact of the number of questions asked? If not a direct contributor to revenue, what is the contribution to email lead generation?

Accessible data

The data is important, with essential stakeholders looking at it. But who wants to navigate through the complex Google Analytics interface when the founder asks for it?  SiteTuners didn’t. They needed a solution that’s quick, clean and easy..

The work you guys are doing for SpyTec is awesome.

The level at which you work is far above my GA experience – not the results revealed, but the magic you wield.

Our Solution of Analytics for CRO

Google Analytics Custom Report with Custom Metrics

Define

MashMetrics performed in-depth discovery meetings, then dove into a full audit of the existing Magento Enhanced GA implementation. During the process, we made some tweaks to get up to snuff and recommended a tailored combination consisting of  measurement and reporting frameworks.

Our proposed measurement was comprised of an advanced Google Tag Manager Framework that caters to an expert set of Google Analytics structure and settings. The reporting we recommended was based on advanced Google Data Studio visualizations, reports and analyses.

Setup

SiteTuners knew what they needed in order to measure success, so we were able to quickly jump to the setup phase. We worked closely with the SpyTec developers to assure the data was gathered then tested against specific requirements that were collected and documented.

We setup their web analytics and uncovered the dust from features such as:

• Google tag manager for easy event deployment
• Custom data layer pushes for 3rd party support
• Custom metrics and dimensions for easy reporting
• Setup and organization of goals and events.

Analyze & Report

When it is was time to unveil the findings, our easy-to-understand custom Google Data Studio dashboards spared everyone from having to wade through all the usual Google Analytics complexity. Information was shared via simple and clean visual charts. This allowed not only SiteTuners, but also their PPC agency, to quickly find the answers to their important  data questions.

Results & Benefits

The project was a win-win-win. For the end client, their agency, and their users.

SiteTuners wins the ability to concentrate on what they do best – conversion rate optimization, with MashMetrics as the designated hitter making sure all the metrics are in place. SpyTec, of course, wins increased conversion rates and higher average order values from the same marketing spend and their customers  win a smoother experience.