2023-02-06 | Case study | Insights
The project with Digitl has given us a better understanding of user journeys within app. This lays the foundation to reach our customers in a tailored way, bring them down the sales funnel and eventually generate retention.
Highsnobiety is a global fashion and lifestyle media brand that has a digital-first publishing approach and also acts as an e-commerce retailer. Headquartered in Berlin with offices around the world, the company has around 200 employees and focuses on both content creation and distribution, as well as e-commerce. As their app platform was only launched in September 2022, the client was curious to learn about the impact of content consumption within user journeys and its influence on conversion goals and retention.
The Digitl team started with two parallel investigation streams. In order to address the above research question, the Data Science team used the GA4 integration with BigQuery to query input data for following initial, user flow and retention analysis. In particular, top-down research questions and thus hypotheses were formulated, which were answered and discussed iteratively from different perspectives together with the client, e. g. How many visits did it take to have the first add to basket event? Did users consume content in their journey before adding product to basket? To answer those, the Vertex AI Workbench was leveraged to build the needed app user journeys, explore and visualise the data. The subsequent user flow and retention analysis finally enabled the formulation of new app strategies to increase retention.
At the same time, the Digital Analytics team reviewed the GA4 Firebase implementation. This helped to identify improvements that buried potential optimization and set the foundation for more advanced & future-proof app tracking. For example, a collection and grouping logic was introduced to reduce the number of events sent. In cases where external products were listed in articles or other sections of the app, external product events were introduced. A custom read_view event was adopted to enable an accurate determination of the user’s content consumption through a list of dedicated triggering rules. Sessions, users, and deep dives into the e-commerce funnel were defined as the main KPIs. A Looker Studio dashboard was built to examine them and observe their development over time using time series analysis.
The threefold analysis focused on understanding what kinds of actions happened and what kind of products and content were consumed in a journey and generated retention. The analysis revealed that 72% of users add products to their basket in one visit. Among the users who added products to their basket, 28% had already consumed content. Further insights gave a good understanding of the relationship between the content and product groups plus certain ecommerce events. It was discovered that certain contents create retention and others push the conversion rate. In addition, 40% of users download the app and open it only once which makes them potential to be targeted. Extra insights revealed that product and content interested segments have a 50% gap between 2nd and 3rd visit. With all the insights generated a two-fold push notification strategy was proposed to close this gap (1) Real-time content offering to uplift conversion rate with a focus on related content categories. (2) Push notification after the first and second visit with relevant content to create retention.
Additionally, a Custom Improvement Guide for the GA4 implementation helped achieve an uplift in the quality of events by 30%.
Team Lead Data Science