Watchfinder 利用 Google Analytics 精准再营销实现 1300% 的投资回报率
公司规模
200-1,000
地区
- Europe
国家
- United Kingdom
产品
- Google Analytics
技术栈
- Google Display Network
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
- 零售
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
Watchfinder 是英国领先的优质二手手表零售商。该公司成立于 2002 年，是一家纯在线商店，销售来自 80 多家顶级制造商的手表。如今，它的年营业额为 2500 万英镑，最近在伦敦皇家交易所开设了一家旗舰精品店。Watchfinder 网站上的平均订单价值超过 3,500 英镑，该公司发现购买决策通常需要时间，通常需要数周或数月。
挑战
Watchfinder 是英国一家领先的高档二手手表零售商，它面临着一个挑战，那就是如何重新吸引对其产品感兴趣但尚未购买的网站访问者。该公司发现，购买决策通常需要数周或数月的时间，只有不到 1% 的访问者在首次访问网站时完成购买。除了吸引客户返回其网站外，Watchfinder 还希望鼓励客户访问其位于伦敦皇家交易所的新实体精品店。
解决方案
Watchfinder 的代理机构 Periscopix 建议使用 Google Analytics 进行再营销，以此作为与用户重新建立联系的解决方案。他们根据用户环境的各个方面（例如位置、语言以及他们所处的购买渠道的哪个阶段）创建了 20 个高度集中的访客列表，这些访客表现出购买意向但并未购买。现场行为有助于确定在网站上花费了一定时间或浏览了一定数量页面的用户群体。其他列表是围绕在网站上浏览过特定手表品牌的用户创建的。Google Analytics 的功能使 Periscopix 能够向这些感兴趣的关键消费者群体传达定制信息。
运营影响
数量效益
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