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Tula Skincare

Industry
Cosmetics
Location
New York, NY
Tags
GOOGLE TAG MANAGER
GOOGLE OPTIMIZE
A/B TESTING
SHOPIFY
DIGITAL ANALYTICS
Key Impact
Avatria used A/B testing and machine learning improve the personal browsing and search experience of the site
>4%
Social Revenue
THE CHALLENGE
Fix a flawed analytics implementation and improve mobile and social KPIs.

Prior to engaging Avatria, Tula Skincare was using Shopify’s native Google Analytics Enhanced Ecommerce tracking, which was collecting flawed data. Key barriers to resolution included:

  • Heavy mobile usage (>75%)

  • High number of new visitors (>80%)

  • Minimal site search usage

PROJECT DETAILS

Avatria helped Tula properly implement Enhanced Ecommerce tagging, including true view impressions, 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 a Machine Learning solution created by Avatria.


To implement the rankings provided by Avatria's Machine Learning solution, Avatria built a custom frontend application that would allow Tula to provide 1-to-1 personalized rankings to all customers.

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: 18 days
  • Categories Tested: All
  • Control Variant: Shopify Best Selling Sort and Manual Merchandising
RESULTS
An improvement to 12 metrics in just 18 days!

In addition to the metrics listed below, Avatria’s rankings outperformed the control group in the following 8 metrics: List Conversion Rate, Item Quantity, Product Checkouts, Cart-to-Impression Rate, Purchase-to-Detail Rate, New Visitor Revenue, Social Purchases, and Organic Search Performance.

+4%
Mobile purchases
+2%
Mobile Revenue
+2%
New Visitor Purchases
>4%
Social Revenue
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