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
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.
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
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.
