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Paradise Fibers

Industry
Textiles
Location
Spokane, WA
Tags
DIGITAL ANALYTICS
A/B TESTING
SHOPIFY
GOOGLE OPTIMIZE
GOOGLE TAG MANAGER
GOOGLE ANALYTICS
Key Impact
Avatria was able to improve 4 revenue-generating metrics over the course of a 38-day project by implementing a Machine Learning solution.
+3%
Product Revenue
THE CHALLENGE
Paradise Fibers was challenged with manual interjection to promote products and an inability for customers to view ranked products due to the following reasons:
  • Complex hierarchy (100+ categories)

  • Many similar products with minor differentiation

  • New products frequently introduced

  • Low number of returning visitors (<20%)

PROJECT DETAILS

When Paradise Fibers first engaged with Avatria, they didn’t have any Enhanced Ecommerce tagging in place. They had previously attempted to use plugins to enable the necessary tagging, but these proved to be unreliable and didn’t provide all the required data.


Avatria was able to step in and very quickly get their tagging implemented using a combination of theme updates and Google Tag Manager.


Avatria created a Machine Learning model specifically for the Paradise Fibers site. Our rankings were then applied to the site’s “Featured” sort order via a Shopify integration. Once integrated, the rankings were updated automatically based on customer behavior, eliminating the need for manual merchandising.

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: 38 days
  • Categories Tested: 5
  • Control Variant: Shopify Best Sellers
RESULTS
Below are key improvements that were observed in the test category.

In addition to the metrics listed below, the Avatria Machine Learning rankings outperformed the control group in 9 other metrics including: Adds to Cart, Checkouts, Buy to Detail Rate, Product Clicks, Product Detail Views, Total Transactions, Revenue Per Impression, Sitewide Conversion Rate, Sitewide Unique Purchases

>4%
Unique Purchases
+3%
Product Revenue
>2%
List Conversion Rate
100%
Customer Satisfaction
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