CASE STUDY BY LeROI

54%

"We saw an increase of in customer checkouts with Google Analytics Enhanced Ecommerce." ABOUT DEMMELHUBER About DeinHandy DEMMELHUBER is a German based retailer that specializes in selling high quality products for home and garden such as parquet, garden furniture, children's playgrounds, weber bbqs & saunas. Demmelhuber has been producing & selling their products for over 20 years. Currently the majority of their sales are done through their online store but some higher priced items are often sold offline via telephone. To make datadriven decisions regarding their digital marketing spend, they needed a full picture of their customers’ behavior.

Dirk Kommol, Chief Executive Officer We've been using Google Analytics for years but we had the feeling that we were just collecting data without gaining any valuable business insights. Since working with LeROI we’ve not only improved our sitewide tracking, they've helped us develop a datadriven company culture. This is a real competitive advantage for us and the beginning of our journey towards data excellence.

BUSINESS CHALLENGES  The analytics data was based on pageviews and page visits but within the company, they’re talking about specific products and brands. That’s why we had to connect their unique business context into Google Analytics' data.  Simple transaction tracking wasn’t good enough for analyzing user behavior and the checkout funnel. Demmelhuber needed a better understanding of the process such as how many times a product was added to cart, which products in which categories should be promoted more and what type of payment the customer chose.  Part of Demmelhuber's digital marketing spend leads to high revenue offline transactions. In order to optimize the marketing mix, we needed to measure these offline conversions and connect them with Google Analytics' acquisition data.

www.leroi-marketing.com | [email protected]

We help people use data to make smarter decisions

OW WE WE HELPED HOW HELPED  We introduced Google Tag Manager and used the DataLayer to enhance Google Analytics‘ tracking data with custom dimensions, metrics and events.  We implemented Google Analytics’ powerful Enhanced Ecommerce tracking to measure user interactions with products.

+

 We begun measuring offline transactions via Google Analytics’ Measurement Protocol by connecting the offline transactions to the user acquisition and on-site behavior data.  We used the new Enhanced Ecommerce data to optimize the checkout funnel, the product category pages and product detail pages including product positioning, product pictures, category matching and ranking.

OUR RESULTS

+ 54 %

+ 23 %

+ 67 %

Customer Checkout Increase

Conversion Rate Improvement

Exit Rate Decrease On Product Pages

12 x Event Data Points Collected

ABOUT LEROI LeROI helps people use data to make smarter decisions based on years of experience with startups all the way to large multi-national companies and everything in between. As a professional, tech-savvy consultancy, we create competitive advantages as well as fuel international growth and expansion for our clients using Digital Analytics, Digital Marketing and Business Intelligence.

CONTACT US TODAY:

www.leroi-marketing.com | [email protected] We help people use data to make smarter decisions [email protected]