As a recognized specialist in financial services for the retailers, our customer enables e-commerce shoppers to pay using credit. Shopping at one of the many cooperating online shops, users who choose “payment by credit” are directed to the multistage credit application platform. There they select the monthly financing rate and duration to complete the purchase after a successful credit check.
Our customer wanted a solution to identify potential for improvement within this conversion funnel. It approached FELD M for support in implementing a detailed tracking system to evaluate the performance within the multi-path application route.
In joint workshops, the core requirements of the tracking solution were first defined to make it possible to answer all important business questions and observe KPI developments in later reports. In addition to KPIs, the tracking should also have a high level of detail to enable later A/B testing.
- Initial tracking implementation for a data-based evaluation of user flows
- Provision of basic and detailed analyses for the needs of different stakeholders
- Continuous development of tracking and implementation of Adobe Target
Adobe Analytics tracking for conversion funnel improvement
After the strategic conception of the tracking solution and the subsequent technical implementation, we created basic and detailed reports precisely according to the needs of various stakeholders in coordination with our customer. In addition, we prepared multiple detailed analyses of specific aspects. Based on the customer’s tech stack, Adobe Analytics was implemented as an analysis tool using the Google Tag Manager. Adobe Target was implemented for personalization and A/B testing.
FELD M continues to support the client as a partner in the ongoing development of tracking, adaptation to innovations within the application, monitoring of data quality as well as the creation of reports and the generation of insights.
Ongoing funnel optimization
With our support, our customer was able to implement a detailed tracking system for data-based validation of suspected technical and usability problems within the credit application process. Our client is now able to identify levers to improve the conversion funnel.
Data-driven progress towards business goals with Google Analytics and GTM
Digital Analytics for Postbank:
Switch to a tag management system
Adobe Analytics trainings on basic and advanced levels
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What is a case study? We use the case study format to present our customer projects as examples. Our case studies on topics such as data integration and architecture or dashboards and visualisation aim to highlight the challenges and problems faced by our customers and the solutions we have developed. You will learn about the approaches we use to support our customers as service providers and partners and how we have jointly achieved the defined goals.