Mango 利用 Google Optimize 360 提升其移动搜索结果
公司规模
Large Corporate
地区
- Europe
国家
- Spain
产品
- Google Optimize 360
- Google Analytics 360
技术栈
- Google Analytics
- Google Optimize
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
- 分析与建模 - 预测分析
适用行业
- 电子商务
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 供应链可见性(SCV)
- 零售店自动化
服务
- 数据科学服务
- 系统集成
关于客户
Mango 是一家具有现代都市气息的全球时尚零售商。该公司于 1984 年在巴塞罗那开设了第一家门店，如今 Mango 在从秘鲁到阿塞拜疆的 111 个国家/地区的 2,200 多家门店销售其时尚且价格实惠的服装。最近，Mango 发现了一个新的挑战。Mango 网上商店的移动访问量正在飙升。事实上，该公司的 Google Analytics 360 帐户显示，62% 的网站流量来自移动设备，同比增长 50%。然而，尽管这些数字令人鼓舞，但该团队还发现移动交易数量仍然落后于桌面交易。
挑战
全球时尚零售商 Mango 的移动平台面临挑战。尽管移动流量同比增长 50%，占所有网站流量的 62%，但移动交易数量仍然落后于桌面交易。该公司希望改善移动购物体验并增加移动设备上的交易数量。他们需要了解用户在购买过程中所处的位置，包括：打开菜单、搜索（并点击）特定产品以及选择送货方式。他们还希望准确跟踪有多少用户到达了每个步骤，并了解用户在何处退出购买流程。
解决方案
Mango 使用 Google Analytics 360 制定了多个目标，这些目标有助于确定用户在购买过程中所处的位置。这可以更深入地了解移动购物体验的每个阶段，并揭示出需要改进的地方。根据 Mango 在 Analytics 360 中发现的见解，该团队提出了新想法，以改善移动购物体验并增加移动设备上的交易数量。他们使用 Google Optimize 360 进行网站测试并跟踪多个设备（包括手机和平板电脑屏幕）上的整个客户体验。他们收集的信息使他们能够进一步增强移动购物流程。他们测试了对提供给 Mango 移动购物者的收藏夹图标进行简单更改以及在产品列表页面中添加“添加”按钮。
运营影响
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