Party Pieces are an online provider of party related paraphernalia such as invitations, fancy dress outfits, plates and glasses etc.
Party Pieces were interested in understanding more about how visitors used their site so they, in turn could make changes to improve performance and profitability.
We delivered an audit of Party Pieces Google Analytics account to troubleshoot issues with the accuracy of their data and recommend additional tracking that could help them learn more about their customers.
During our investigation we firstly found the revenue being used as a metric included sales tax (VAT). During the year, VAT had seen an increase from 17.5% to 20% and this had caused inflation in total revenue in Google Analytics. When Party Pieces were monitoring ROI and overall sales performance, they needed to factor in that Net sales were showing as artificially 2.5% higher in the latter half of the year.
We also suggested setting up Google Analytics Event Tracking on product pages and site banners to provide greater depth to their reporting. This meant that when the users clicked on things such as ‘buy now’, ‘add to wishlist’ and ‘email to a friend’ these events could be seen in Google Analytics Reports, thus informing Party Pieces on how users interact with specific pages and specific objects.
Party Pieces were able to more clearly understand the ROI from their marketing channels, and to also understand which pages on their website are most effective at generating engagement with customers. Not all actions can be recorded through ecommerce or goal tracking in Google Analytics and by enabling the events they could clearly see which of the products were being added to ‘wishlists’ and ‘emailed to friend’ helping them to understand which products were driving engagement and to ultimately make more informed decisions about their website.