Newborn Feathers

Industry
Jewelry
Location
Saskatoon, Saskatchewan
Tags
A/B TESTING
DIGITAL ANALYTICS
SHOPIFY
GOOGLE OPTIMIZE
GOOGLE TAG MANAGER
GOOGLE ANALYTICS
Key Impact
Avatria was able to improve 9 revenue-generating metrics over the course of a 30-day project by using AI and Machine Learning.
+11%
Product Revenue
THE CHALLENGE
Fix a flawed analytics implementation and improve revenue-generating KPIs.

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%)

PROJECT DETAILS

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.

The Solution

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
RESULTS
In addition to the metrics listed below, Avatria's solution outperformed the control group in 6 other metrics including: List Conversion Rate, Buy-to-Detail Rate, Product Detail Views, Adds to Cart, Sitewide Per-Session Value, Sitewide Average Order Value
>9%
Unique Purchases
+11%
Product Revenue
>6%
Revenue Per Impression
100%
Customer Satisfaction
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