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The Discovery

When the COVID-19 pandemic hit the world, Kitsch added fashionable face masks to their list of product offerings. While Kitsch products were already popular in wholesale retailers such as Target and Ulta, they also had a large online following. This following increased dramatically in 2020 as they channeled 391% more website users in Q2 than Q1. As masks became part of our everyday attire, more people were looking to invest in comfortable, quality, and trendy masks.

With this seemingly overnight growth from consumers across the world, Kitsch needed a new, more robust analytics configuration. Several months later they began testing a headless site in parallel with their original site to compare performance metrics. The two site versions were identical on the front end, but the headless had quicker speed. Using Google Analytics as the source of truth, their end goal was to be able to make a confident, data-backed decision as to which site outperformed the other. This required strong assurance that the data was being accurately collected and reported. 

 

After running several split tests driving users to each site via Facebook Ads, they continued to receive inconclusive results. Due to site content being identical, the faster (headless) website should perform better, and theoretically, data reporting would prove it. Yet this was not the case, so they reached out to RHUX Analytics for assistance.

 

The Engagement

The team at RHUX Analytics began working with Kitsch by fully analyzing the current state of their Google Analytics configuration and providing a thorough Google Analytics audit. This deep-dive addressed every element of their current GA configuration from site-side data collection to data integrity and even data enhancements/opportunities. These findings provided a sense of direction for Kitsch, which included the following opportunities to be addressed: account structure, channel groupings, URL fragmentation, add-to-cart, third-party pixels, and A/B testing cleanup.

 

The Solution

RHUX Analytics implemented industry best practices for Kitsch's Google Analytics configuration. The data being collected became cleaner and progress was being made toward Kitsch's business reporting goals.

Additional areas of focus for the project included:

 

Fixing platform revenue parity

Given it is essentially impossible to receive an exact 1:1 match between platforms, RHUX improved platform revenue parity between Google Analytics and Shopify by 99.99%. This is now within 1% of a 1:1 revenue match. 

Implement A/B testing via Optimize

Kitsch was seeking a new A/B testing method other than Facebook Ad campaigns. RHUX Analytics recommended they try Google Optimize A/B testing. 

RHUX Analytics developed the implementation for a new testing platform from scratch and had it ready to launch within a week.

Adjust Perspective

While Kitsch was running live tests, the metrics being used as the source of truth were: Add To Cart, Conversion Rate, and Revenue. Because these metrics were deemed unreliable, RHUX Analytics presented a new perspective and recommended they look at Revenue per User instead. RHUX was able to prove the reliability of this approach by providing a customized Google Data Studio report. 

The Results

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Consultation