CASE STUDY
Unveiling User Engagement Patterns: Advanced Analytics at Work
Services:
Customer Experience Analytics (CXA)
Technology:
Google Analytics
Google Tag Manager
LookerStudio
THE CLIENT
Amarr is a prominent player in the field of garage doors and related products, known for its quality craftsmanship and innovative designs. With a history spanning over 60 years, Amarr has established itself as a trusted brand in the residential and commercial garage door industry. The company offers a wide range of products, including steel, wood, and aluminum doors, as well as various accessories and openers, catering to diverse customer needs and preferences. Amarr is committed to providing reliable, durable, and aesthetically pleasing solutions, backed by excellent customer service and support.
THE PROBLEM
Tracking Sub Domains and Cross-domains
Amarr manages multiple GA3 Properties, collecting events and goals across various domains and sub-domains. This has led to data convolution, making it challenging for stakeholders to derive precise and meaningful customer insights from one single source.
Tracking Store Location
Amarr uses a third-party store software tool to track the number of visitors visiting/calling stores across United States. However, the current implementation of the tool presents several challenges and limitations that hinder its effectiveness in accurately capturing and analyzing store traffic data.
Page Load Performance Issue
There is a significant page load performance issue impacting user experience on the website. This issue manifests in slow loading times for web pages, resulting in frustration for users and potentially leading to decreased engagement, higher bounce rates, and ultimately, loss of potential customers.
Navigation Link Clicks Issue
Data analysis highlights an issue with navigation link clicks on the website. These challenges obstruct efficient access to desired content or actions, potentially leading to a mediocre user experience and decreased engagement. Resolving this issue is essential for improving website usability and enhancing customer satisfaction.
1. Identify Pain Points:
We conducted a thorough analysis of the current existing Analytics setup and gathered feedback from stakeholders to pinpoint specific pain points and areas for improvement. This included issues such as inaccurate data tracking, limited insights, or difficulties in setting up iFrame tracking.
2. Define Objectives
Our focus was to offer the great Customer Experience Journey that involved in cross domain tracking, user engagement tracking, and optimizing conversion rates.
3. Audit Existing Setup
We performed a comprehensive audit of the current analytics configuration, including tracking codes, events, goals, and custom Tags. Understanding what data to track, helps in optimizing customer experience journey
4. Monitor and Iterate
We continuously monitored the performance of the updated Google Analytics setup and debugged for any issues. We Iterated on the implemented solutions based on data quality and evolving business needs to ensure ongoing optimization and satisfaction.
Configure GA4 Settings and Data Streams
Setting up the Google Analytics 4 property settings and set up data streams specifically tailored for web tracking.
Implement Google Tag Manager (GTM)
Configure the GTM container to manage and deploy tracking codes, including custom events/custom dimensions
Testing and Debugging
Thoroughly test the tracking implementation to ensure all events are being captured accurately and debug any issues that arise during testing.
LookerStudio Analytics Dashboard Setup
Establish an analytics dashboard using LookerStudio to visualize and analyze the data collected from GA4, providing insights into user behavior and performance metrics.
THE RESULTS
RCDC’s implementation of Analytics tracking setup (data collection and analysis) for Amarr has resulted in improved data accuracy, enhanced event tracking, custom dimensions enrichment, cross-domain visibility, and efficiency gains.
Moving forward, continued focus on improving customer journey funnel and experience will be essential to maintain competitiveness in the garage door industry.