Increase in Conversion Rate by Decreasing Errors (GA4)

Increase in Conversion Rate by Decreasing Errors (GA4)

Welcome to our Case Study Details Page, the primary goal was The client was facing a major drop off by customers in the bottom funnel for their top products which are Savings Account & Credit Card online journeys. Goal was to identify the errors and try to reduce the friction points for customers eventually leading to decrease in drop offs.

Approach

We adopted a data-driven approach by utilizing Adobe Analytics' Attribution IQ tool to analyze how each marketing channel contributed to the customer journey. Real-time data from various sources, including search ads, display ads, social media, and email campaigns, into a single, easy-to-read dashboard. We crafted marketing strategies tailored to specific customer behaviors and demographics. Additionally, we implemented A/B testing to experiment with different budget allocations, enabling us to identify the most effective ways to enhance marketing performance.

Business Challenges

• Inefficient Budget Allocation :The client was investing heavily in multiple channels but lacked insight into which were contributing most to customer acquisition and sales.
• Overreliance on Last-Click Attribution :Their existing system focused primarily on the last interaction before conversion, missing out on the broader influence of other touchpoints.
• Inability to Personalize at Scale : Without accurate segmentation, the retailer struggled to deliver targeted messaging and personalized experiences, limiting engagement and conversions.

Solution And Impact

• TSD Creation & Implementation : Created error tracking TSD mechanism and with the help of developer team got it implemented across the two journeys.
• Data Validation & Reporting : By leveraging Looker Studio we got to know that certain APIs were failing at the bottom funnel leading to eventual drop offs of potential customers.
• Increase in CR : Month on Month comparison helped us to understand that reduction in errors has lead to eventual increase in conversion rate since customers are not getting much backend errors and able to successfully convert.
• Journey Fixation : Reaching out to relevant teams to get the fixes done, to smoothen the process in the journey and reduce pain points for the customers.