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PUMA a mărit numărul de comenzi cu 7% datorită statisticilor din serviciile Google Analytics şi Viget
Despre PUMA ● www.puma.com ● Încălţăminte, îmbrăcăminte şi accesorii sport ● De peste 60 de ani, PUMA este printre cele mai importante companii internaţionale din domeniul sportului Obiectivele ● Să obţină detalii despre popularitatea conţinutului şi a produselor pentru a elabora strategii ● Să afle ce tip de conţinut atrage clienţii şi contribuie la efectuarea de vânzări în fiecare regiune ● Să mărească numărul de conversii şi să îmbunătăţească experienţa online a clienţilor prin optimizarea siteului Abordarea ● Utilizarea segmentării traficului prin filtre pentru a analiza fiecare produs ● Culegerea de date personalizate pentru a analiza efectul pe care îl au modificările site-ului asupra obiectivelor şi microconversiilor ● Utilizarea segmentării avansate pentru cuantificarea conţinutului şi interacţiunilor esenţiale din fiecare regiune Rezultatul ● Numărul de comenzi a crescut cu 7,1% ● Vizitatorii au petrecut de două ori mai mult timp pe site, interacţionând cu materialele mărcii PUMA ● În regiuni cheie s-a înregistrat o creştere de aproape 50% a implicării şi a numărului de vizite

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În căutarea unui avantaj concurenţial Milioane de oameni din întreaga lume apreciază încălţămintea PUMA deoarece este uşoară, eficientă, flexibilă şi oferă rapiditate. PUMA şi-a dorit ca platforma sa de analiză web să aibă aceleaşi caracteristici. Prezenţa online a mărcii PUMA are rol de instrument pentru branding şi comerţ electronic. Era necesar ca site-ul să prezinte în întregime varietatea de categorii oferite de această marcă, precum şi să afişeze materialele şi produsele într-o manieră potrivită pentru un public internaţional, dar adaptată şi la nivel regional. Cu ajutorul serviciului Viget, partener certificat Google Analytics, PUMA şi-a reconceput site-ul şi s-a bazat pe Google Analytics pentru a beneficia de performanţe în ceea ce priveşte analiza web. Adaptarea la un ritm rapid PUMA.com este un site complex şi dinamic. Însă, la fel cum PUMA îşi îmbunătăţeşte încontinuu produsele, aduce modificări şi site-ului, pentru ca vizitatorii să îşi atingă cu uşurinţă obiectivele. În plus, produsele PUMA sunt

disponibile în fiecare colţ al lumii, astfel încât erau necesare efectuarea şi analizarea unor modificări care să mărească numărul de vânzări şi implicarea în regiuni geografice cheie. Pentru PUMA este important ca fiecare categorie de produse, cum ar fi cele destinate alergării, golfului şi fotbalului, să aibă un aspect distinctiv pe PUMA.com, dar şi ca site-ul să aibă coeziune. PUMA dorea să compare izolat performanţa fiecărei categorii, precum şi să înţeleagă comportamentul vizitatorilor pe durata întregii experienţe cu marca PUMA. Google Analytics, un partener perfect Aceste provocări şi-au găsit soluţia în echipa de analiză a serviciului Viget şi în flexibilitatea platformei Google Analytics. Cu ocazia testelor efectuate pe site, PUMA a utilizat variabilele personalizate din Google Analytics pentru a segmenta vizitatorii în funcţie de varianta de test accesată de aceştia. Astfel, PUMA a putut compara modurile în care fiecare variantă de test a afectat capacitatea vizitatorilor de a efectua diverse obiective, precum şi microconversiile realizate. PUMA a utilizat profiluri şi filtre personalizate în Google Analytics pentru a crea o perspectivă asupra întregului site PUMA.com şi câte o perspectivă a fiecărei categorii de pe site. De asemenea, a utilizat funcţii avansate cum ar fi Urmărirea evenimentelor, pentru a cuantifica interacţiunile cu elementele dinamice din pagini, şi Segmente avansate, pentru a izola vizitatorii din fiecare regiune. „Este excelent să putem efectua rapid calcule cu ajutorul segmentelor avansate”, a declarat Jay Basnight, şeful departamentului de strategii digitale la PUMA. „Acestea ne permit să obţinem răspunsuri prompte la aproape orice întrebare care se iveşte”. Cu un pas înainte Lucrând cu Viget şi Google Analytics, PUMA a dobândit o perspectivă detaliată asupra comportamentului vizitatorilor, fapt care i-a permis să îşi optimizeze întreaga experienţă legată de site. Pentru o companie globală care a înregistrat venituri de miliarde de dolari anul trecut, aceste modificări se traduc în beneficii semnificative. Când s-a testat antetul site-ului, s-a găsit o variantă care a mărit numărul de comenzi online cu 7,1%. Aceasta, în combinaţie cu alte modificări bazate pe informaţiile oferite de Google Analytics, a dublat durata în care utilizatorii interacţionează cu materialele mărcii PUMA, precum ştiri, videoclipuri şi fotografii. În plus, PUMA a optimizat experienţa oferită vizitatorilor internaţionali, fapt care a dus la creşterea cu 47% a volumului de trafic provenit din regiuni aflate în curs de dezvoltare, cum ar fi China şi India.

„Google Analytics ne permite să ne ajutăm clienţii. Am înregistrat rezultate spectaculoase datorită serviciului Viget şi suntem foarte entuziasmaţi de Google Analytics. Ne-am bazat pe Google Analytics pentru fiecare decizie pe care a trebuit să o luăm.” Jay Basnight, şeful departamentului de strategii digitale la PUMA Despre Viget Labs ● www.viget.com ● Locaţii: Washington, DC; Durham, NC; Boulder, CO ● Viget creează produse digitale atât pentru companiile ambiţioase aflate la început, cât şi pentru mărcile inovatoare. Fondată în 1999, echipa noastră este compusă din peste 50 de persoane care colaborează pentru a oferi servicii de comunicare multimedia, consultanţă UX, dezvoltare de software şi marketing şi analiză.

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