Brian Gavin Diamonds Sees 60% Increase in Customer Checkout With Google Enhanced Ecommerce
Customer Company Size
SME
Region
- America
Country
- United States
Product
- Google Enhanced E-commerce
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Replenishment
- Retail Store Automation
Services
- Data Science Services
About The Customer
Brian Gavin Diamonds is a renowned jeweler based in Houston, Texas. The company specializes in custom engagement rings and is known for its signature line of cut “hearts and arrows” diamonds. The majority of its sales are conducted online, with the company's ecommerce site accounting for 95% of its sales. The company's main customers are couples aged between 18 and 45 who are shopping for engagement rings. International clients make up 20% of the company’s business. The company relies heavily on the customer service it provides over the phone to influence sales.
The Challenge
Brian Gavin Diamonds, a Texas-based jeweler specializing in custom engagement rings and known for its signature line of cut “hearts and arrows” diamonds, wanted to get a full picture of its customers’ behavior across the purchasing funnel. The company's main customers are couples ages 18 to 45 who are shopping for engagement rings. Its ecommerce site is responsible for 95% of its sales, and international clients make up 20% of the company’s business. While planning its redesign, Brian Gavin Diamonds wanted to better understand how the customer service it provided over the phone influenced customers’ decisions to purchase, with the goal of driving additional online conversions. At the same time, the company also wanted to know how customers were navigating its e-commerce site and, most importantly, if they decided to make a purchase—or not.
The Solution
Brian Gavin Diamonds has been using Google Analytics since 2009, and this summer it embraced the opportunity to implement Enhanced Ecommerce, a new feature designed to provide detailed insights into pre-purchase shopping behavior and product performance. The company wanted to use this information to enhance its customers’ experience on the site and, ultimately, help its brand perform better in a competitive landscape. It also looked to Enhanced Ecommerce to better understand how specific products were being perceived in the minds of its customers. Based on insights from Enhanced Ecommerce, Brian Gavin Diamonds decided to build a guest checkout flow specifically for customers who are on the cusp of making a purchase. As part of the site enhancement, Brian Gavin Diamonds also streamlined the features on its site to focus on those that customers use the most.
Operational Impact
Quantitative Benefit
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