Jackpot: APMEX doubles new user revenue with Google Optimize 360
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Optimize 360
- Google Analytics 360
Tech Stack
- Google Analytics
- Google Optimize
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
APMEX is the #1 specialty e-retailer based on Internet Retailer 2016 rankings. It is the premier online source for precious metals and metals-related information. The company offers thousands of bullion and numismatic products for easy sale online. APMEX is a large company, but its marketing resources are limited. Despite this, the company is committed to providing its online customers with a concierge-level customer experience, similar to the personal experience customers get over the phone. The company's motto is “Investments you hold”, and it aims to build trust with customers and give them an experience that fosters long-term relationships.
The Challenge
APMEX, one of the nation’s largest precious metals retailers, was facing a challenge. Despite being a large company, its marketing resources were limited. However, the company was committed to providing its online customers with a concierge-level customer experience, similar to the personal experience customers get over the phone. To stay on top of its customers’ needs and emerging trends in ecommerce, the APMEX team had been using Google Analytics 360 for more than five years. They were looking for a solution that could help them deliver more personalized customer experiences.
The Solution
APMEX started using Google Optimize 360, a product in the Google Analytics 360 Suite, to launch new experiments on their site. The company relied on Optimize 360 to bring a personal concierge-level touch to its website users. They tested everything from creative versus non-creative, the impacts of SEO content on engagement, conversion rate optimization on low-performing pages, new user experiences, to the price sensitivity of different products. In one test, new users coming to APMEX to check silver prices were given limited-time offers on United States Silver Eagles. The company also used Analytics 360 to build an audience of people who had put Silver Buffalo coins in their shopping cart and then abandoned the cart. Those who returned to APMEX in the next few days saw the Silver Buffalo first thing on their home page.
Operational Impact
Quantitative Benefit
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