Prior to engaging Avatria, Newborn Feathers was using Shopify's native Google Analytics Enhanced Ecommerce tracking, which was collecting flawed data and making it virtually impossible for them to measure and improve their KPIs. Key barriers to resolution included:
Many similar products with minor differentiation
Minimal site search usage
New products frequently introduced
High number of new visitors (>75%)
Avatria helped Newborn Feathers properly implement Enhanced Ecommerce tagging via theme updates and Google Tag Manager.
As part of the initiative, Avatria also installed Google Optimize and set up an A/B test of Convert's rankings.
Avatria used Machine Learning to re-rank the site's "Featured" sort order on high-traffic collections via a Shopify integration.
After implementing new tagging, Google Optimize, and Avatria's Machine Learning solution an A/B test was run to measure improvement:
- A/B Test Platform: Google Optimize
- Test Duration: 30 days
- Categories Tested: 15
- Control Variant: Shopify Bestsellers Sort
