The web-only e-retailer of home furnishings has been on a fast growth trajectory, with web sales reaching $1 billion in 2013. Wayfair has raised ...
Analyzing Google Analytics to better understand consumers
By diving into Google data, Closet Couture segmented its customer base.
Closet Couture, which allows consumers to create online closets filled with clothes from their wardrobes as well as apparel from e-commerce sites, wanted to understand who was using its site.
To do so it partnered with MoreVisibility to analyze the data available to the retailer via Google Analytics.
MoreVisibility tweaked Closet Couture’s Google Analytics approach to enable the site to measure visitor registrations, visitors who spend greater than five minutes on the site, as well as those who view at least 10 pages per visit.
The result was Closet Couture better understanding who its most loyal visitors are, says Chris Elia, CEO. Those loyal consumers largely come to the site via social media channels, Elia found.
For instance, users who came to ClosetCouture.com from Facebook and other social media sites were 49% more likely to register than those arriving through any other channel. Moreover, consumers coming from social media channels were nearly 40% more likely to view 10 or more pages per visit. And, visitors coming to the site from Facebook are 34% less likely to leave the site after visiting only one page than other consumers.
“Understanding how users interact with our site was crucial,” she says. “MoreVisibility helped us fill gaps in our online strategy, which we have implemented with a great deal of success.”