Sigma Sport 借助 Google Optimize 360 收入增加 28%
公司规模
11-200
地区
- Europe
国家
- United Kingdom
产品
- Google Optimize 360
- Google Analytics 360 Suite
技术栈
- Google Analytics
- CRM
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
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 零售
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
Sigma Sport 是一家全球零售商，销售自行车、服装、能量棒和其他运动装备。该公司在实体店和线上均有运营，总部位于英国萨里郡泰晤士河畔金斯顿。Sigma Sport 的主要目标是通过为客户创建个性化主页来提高销量和参与度。该公司特别希望找到更多具有高潜在终身价值的客户，并且知道需要改变其网站体验以更好地吸引这些客户。
挑战
Sigma Sport 是一家全球自行车和运动装备零售商，希望增加具有高潜在终身价值的客户群。该公司意识到需要改变其网站体验以更好地吸引这些客户。Sigma Sport 的代理商 Merkle | Periscopix 发现，Sigma Sport 40% 的回头客是通过主页访问的，但其中只有不到 2% 的人使用显眼的主页轮播来浏览重点品牌。挑战在于了解为什么这个数字如此之低以及如何改善用户体验以提高参与度和销售额。
解决方案
Sigma Sport 和 Merkle | Periscopix 借助 Google Optimize 360（Google Analytics 360 Suite 的一部分）来解决这一挑战。他们进行了客户旅程分析，结果显示几乎一半的用户旅程始于 Sigma Sport 主页。但是，大多数用户并不会使用轮播，而是倾向于使用网站搜索或主导航来浏览他们感兴趣的品牌。使用 Optimize 360，Merkle | Periscopix 进行了一项实验，他们将 Sigma Sport 的主页轮播替换为该网站三个表现最佳的品牌（Castelli、Specialized 和 Assos）的品牌专属图片。然后，他们将实验定位到他们已经在 Analytics 中建立的受众群体，为每个品牌的粉丝提供个性化的体验。
运营影响
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