Analytics Case Study: MotoSport
- Client: MotoSport
- Industry: Retail Ecommerce
- URL: http://www.motosport.com
- Campaign Type: Web Analytics
MotoSport.com (MotoSport) is a leading online retailer of motorcycle and all- terrain vehicle parts and equipment. As a top ecommerce website, MotoSport relies heavily on web analytics and it’s data to drive site changes and marketing initiatives.
With an existing Omniture implementation in place, MotoSport needed to build a scalable measurement strategy without incurring development costs as their tracking needs grew. MotoSport chose Google Analytics as it’s new analytics platform for its ease of use, customization and relatively minimal costs.MotoSport needed to migrate from Omniture to Google Analytics without sacrificing any data while also evolving their analytics strategy; creating new KPIs and metrics. SwellPath was tasked with transitioning existing data and creating a new marketing-focused analytics strategy and framework using Google Analytics.
The need for insight
Business objectives of the site needed to be identified prior to building an analytics strategy. Furthermore, the foundation of the Google Analytics implementation had to provide MotoSport key stakeholders with the same data metrics that they were currently collecting from the Site Catalyst implementation. SwellPath mapped current custom tagging, content architecture and profile configuration to Google Analytics.
Once the foundation of the data collection was mapped out, SwellPath met with the key stakeholders at MotoSport to determine business objectives, goals, KPIs and additional data collection requirements that had not been in place with their Site Catalyst installation.
With business objectives identified, SwellPath put together use cases to drive the a data collection plan including product sorting and filtering, cross-storefront navigation, sales attribution and use of the customer service chat feature.
Use Case: Product Filtering
SwellPath provided solutions to capture multiple filtering and sorting selections by utilizing event tagging which dynamically appended the event values with strings of data that captured an entire product wall or product page sorting/filtering interaction. This provided MotoSport with information on howeach visitor used the sorting and filtering features in combination with each other rather than as an aggregate of single, unrelated events.
Use Case: Visitor Segmentation
With the current installation of Site Catalyst, MotoSport was not able to track navigation between their different storefronts: Dirt, ATV, Sport and Cruiser. SwellPath recommended utilizing a custom variable set at the session level to track the initial store front selection and the back and forth navigation between storefronts.
This data provided MotoSport with insights into both the volume of visitors who are crossing multiple storefronts as well as which storefronts show the highest cross navigation. Advanced analysis can provide further insights by building custom segments based on specific storefront navigation values and attribute which types of products are likely to be purchased from specific cross-storefront navigational sessions.
Custom Google analytics tags were used to track key interactions on the site including:
- Catalog requests
- Use of Live Chat
- Clicks on internal campaigns – touts, marquee images, banner ads, etc.
- Wish list interactions
- Cross selling selections
- Product image and video interactions
SwellPath also configured custom reports to easily access the new data within Google Analtyics, including:
- Campaign Report – included visitor acquisition metrics, site performance metrics by source and ecommerce performance metrics.
- Keyword Acquisition Report – included site entrance metrics compared to the primary dimension of “Keyword” and sub-dimensions of Country and Region.
- Landing Page Performance Report – included metrics focused on landing page performance as an entry point, determine which landing pages are capturing new visitors and which landing pages are also high exit pages. Used the dimensions of landing page and sub-dimension of keywords.
- Business impact
The new analytics strategy for MotoSport.com successfully mapped existing data points, while building in a new and substantial analytics framework, KPIs and metrics. The new KPIs and metrics give MotoSport a better understanding of their website performance and user interactions, leading to better insight and thus more informed decision making from everything to media placements and on-site messaging to cross-selling and social media performance.