Sigma Sport spins up 28% higher revenue with Google Optimize 360
Company Size
11-200
Region
- Europe
Country
- United Kingdom
Product
- Google Optimize 360
- Google Analytics 360 Suite
Tech Stack
- Google Analytics
- CRM
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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