在线食品零售商通过降低购物车放弃率，使重点地区的电子商务销售额提高 70%
公司规模
11-200
地区
- America
- Europe
国家
- Spain
- United States
产品
- Google Analytics
技术栈
- Event Tracking
- Advanced Segments Custom Reports
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
适用行业
- 食品与饮料
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
- 供应链可见性(SCV)
服务
- 数据科学服务
关于客户
LaTienda 是一家屡获殊荣的家族企业，为西班牙的手工艺企业提供支持。该公司与小型家族企业合作，其中许多企业都致力于传承数百年的食品制作传统。该公司在弗吉尼亚州威廉斯堡和西班牙阿利坎特设有仓库，向美国、加拿大和欧洲各地运送数十万份订单。LaTienda 的品牌资产建立在其对客户体验的基本承诺之上。他们保证为客户提供积极的体验——交付状态良好的优质产品，否则将更换或退款。
挑战
LaTienda 是一家屡获殊荣的家族企业，为西班牙的手工艺公司提供支持，该公司正在寻找增加销售额的机会。他们的在线订单取得了巨大的成功，但他们想了解不同运费对部分产品的销售的影响。他们知道，如果某个关键产品类别距离 LaTienda 的弗吉尼亚仓库太远，则需要更昂贵的运输方式。他们将访客分为两个区域：区域 A 的访客距离仓库足够近，因此总能获得合理的运费。区域 B 的访客遍布其他地方，并且必须对关键产品类别使用更昂贵的运输方式。
解决方案
为了衡量每次将关键产品放入购物车时对销售的影响，他们在每个产品页面上的“添加到购物车”按钮上安装了事件跟踪。然后，他们使用高级细分自定义报告将区域 A 和区域 B 的访客分开，并深入查看按产品类别划分的效果。研究发现，如果 B 区域的访客将关键产品类别的商品放入购物车，他们购买的可能性会降低 48%，这会增加总运费。为了应对这种影响，LaTienda.com 在 B 区域实施了更便宜的统一费率运输模式，并监控了销售情况。
运营影响
数量效益
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