Elevating Digital Performance for All33 and Nuts.com

Growth Analytics for All33 and Nuts.com

Background:

In pursuit of maximizing their digital presence and customer engagement, All33 and Nuts.com, two distinguished e-commerce brands, collaborated with our analytics consultancy firm. The overarching objective was to leverage analytics tools and techniques for in-depth insights into user behavior, enhanced marketing strategies, and improved customer retention.

Scope of Work: Our team embarked on a comprehensive analysis using Google Analytics 4 (GA4) and Mixpanel to conduct Cohort analytics, Retention analysis, Churn analysis, and Marketing Mix Modeling (MMM). The aim was to provide both All33 and Nuts.com with a nuanced understanding of their digital landscapes.

Technical Implementation:

1. Cohort Analytics:

   • Identified key user cohorts for All33 and Nuts.com based on acquisition channels, devices, and geographical locations.

   • Analyzed user engagement and conversion metrics for each cohort to discern behavioral patterns over time.

2. Retention Analysis:

   • Leveraged GA4's advanced retention features to track user engagement over specific time intervals.

   • Identified high-performing user cohorts with sustained engagement for both All33 and Nuts.com.

   • Developed targeted strategies to enhance retention rates for cohorts showing underperformance.

3. Churn Analysis:

   • Executed churn analysis to pinpoint users who discontinued engagement with the platforms.

   • Segmented churned users based on various attributes, such as purchase history, interaction frequency, and demographics.

   • Delivered actionable insights to mitigate churn and re-engage lapsed users effectively.

4. Marketing Mix Modeling (MMM):

   • Integrated GA4 and Mixpanel data seamlessly to conduct a robust MMM analysis.

   • Examined the impact of various marketing channels, campaigns, and promotions on user acquisition and conversion.

   • Provided strategic recommendations to optimize marketing spend based on the most impactful channels.

Discoveries and Anomalies:

In the course of our analysis, a notable anomaly emerged in the user journey for Nuts.com. Despite successful marketing campaigns leading to heightened user acquisition, a discernible drop in conversion rates during a specific period caught our attention. Upon investigation, a technical glitch on the checkout page was identified, resulting in a higher-than-usual number of abandoned carts. Promptly rectifying this anomaly led to a substantial improvement in Nuts.com's conversion rates.

In a Nutshell

Outcome: By implementing advanced analytics techniques and rectifying identified anomalies, our consultancy significantly improved the digital performance for both All33 and Nuts.com. The insights gained translated into heightened user retention, reduced churn, and optimized marketing strategies, culminating in substantial growth for both brands.