Brian Gavin Diamonds 借助 Google 增强型电子商务将客户结账量提升了 60%
公司规模
11-200
地区
- America
国家
- United States
产品
- Google Enhanced E-commerce
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用行业
- 零售
适用功能
- 商业运营
- 销售与市场营销
用例
- 补货预测
- 零售店自动化
服务
- 数据科学服务
关于客户
Brian Gavin Diamonds 是一家位于德克萨斯州休斯顿的知名珠宝商。该公司专门定制订婚戒指，以其标志性的“心箭”钻石系列而闻名。该公司的大部分销售都是在线进行的，该公司的电子商务网站占其销售额的 95%。该公司的主要客户是年龄在 18 至 45 岁之间购买订婚戒指的夫妇。国际客户占公司业务的 20%。该公司严重依赖通过电话提供的客户服务来影响销售。
挑战
Brian Gavin Diamonds 是一家总部位于德克萨斯州的珠宝商，专门定制订婚戒指，以其标志性的“心箭”钻石系列而闻名，该公司希望全面了解客户在整个购买过程中的行为。该公司的主要客户是年龄在 18 至 45 岁之间购买订婚戒指的情侣。其电子商务网站占其销售额的 95%，国际客户占公司业务的 20%。在规划重新设计时，Brian Gavin Diamonds 希望更好地了解其通过电话提供的客户服务如何影响客户的购买决策，目的是推动更多在线转化。与此同时，该公司还想知道客户如何浏览其电子商务网站，最重要的是，他们是否决定购买。
解决方案
Brian Gavin Diamonds 自 2009 年以来一直在使用 Google Analytics，今年夏天，该公司抓住机会实施了增强型电子商务，这是一项新功能，旨在提供有关购买前购物行为和产品性能的详细见解。该公司希望利用这些信息来增强客户在网站上的体验，并最终帮助其品牌在竞争环境中取得更好的表现。该公司还希望通过增强型电子商务更好地了解客户对特定产品的看法。根据增强型电子商务的见解，Brian Gavin Diamonds 决定专门为即将购买的客户构建一个访客结账流程。作为网站增强功能的一部分，Brian Gavin Diamonds 还简化了其网站上的功能，将重点放在客户最常使用的功能上。
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