Case Study - Google Analytics ...

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Analytics
CAse study
Watchinder clocks 1300% ROI using precision
Remarketing with Google Analytics
Watchinder is a leading UK retailer of premium, pre-owned watches.
The company was founded in 2002 as an online-only store selling watches
from more than 80 premier manufacturers. Today, it has an annual
turnover of £25 million and has recently opened a lagship boutique in
the London Royal Exchange.
About Watchinder
• Retailer of luxury pre-owned watches
• www.watchinder.co.uk
Goals
• Encourage site visitors who don’t
purchase initially to return and
complete a purchase
• Encourage footfall to new London
boutique
Counting the hours
Considering the average order value on Watchinder’s site is over £3,500,
the company found buying decisions tended to take time, often spanning
weeks or months. In fact, less than 1% of visitors were completing purchases
on their irst site visit. Watchinder’s challenge was to re-engage and also
maintain a conversation with these visitors, encouraging them to return and
make an order. In addition to driving customers back to its site, Watchinder
also wanted to encourage customers to visit its new physical boutique in the
London Royal Exchange.
Approach
• Created 20 highly focused lists of
visitors who demonstrated intent but
did not purchase
• Deined groups according to funnel
stage, location, language, on-site
behavior, ISP, and more
A moment to reconnect
Watchinder’s agency Periscopix – a Google Analytics Certiied Partner –
suggested Remarketing with Google Analytics as a great way to reconnect
with users. Remarketing with Google Analytics allows advertisers to tap into
valuable insights about website visitors who show an interest in products,
identify the most relevant audiences, and run ads across the Google Display
Network that are tailored to that audience using the industry’s most powerful
segmentation capabilities.
Periscopix created 20 highly focused lists of visitors who demonstrated intent
but did not purchase. Speciically, lists were based on various aspects of user
context such as location, language, and what stage of the purchase funnel they
were in. On-site behavior helped establish groups that had spent a certain
amount of time on the site or had viewed a certain number of pages. Other lists
were created around users who had viewed a speciic watch brand on the site.
Results
• Resulted in 1300% ROI
• Average Order Value (AOV) increased
by 13%
• Remarketing campaigns resulted
in 34% lower CPAs than non-brand
search campaigns
• Early success with Remarketing
with Google Analytics across
Google Display Network with plans
to increase investment
 Additionally, traic performance analysis across a variety of GA dimensions
revealed that certain ISP’s in the London inancial district yielded traic with
much higher engagement and above average conversion rates. As a result,
Periscopix designed segments around investment banks like JPMorgan and
Goldman Sachs to engage with employees at these companies.
About Periscopix
• Specialist PPC and Google Analytics
agency
• www.periscopix.co.uk
Google Analytics’ functionality enabled Periscopix to convey tailored messages
to these key groups of interested consumers. For example, London-based
users were retargeted with ads encouraging visits to the new London store,
while visitors to the .co.uk site from France were retargeted with ads promoting
the French site.
Time well spent
Thanks to clear reporting in Google Analytics, it’s been easy to see the
impressive results from Watchinders’ remarketing campaign. Six months in,
Periscopix reveals the return on investment is 1300%. Average order value
on the site has also increased by 13%, resulting in 34% lower CPAs than
Watchinder’s non-brand search campaigns.
Across all tactics used, the remarketing list that produced the highest
conversion rates, both in terms of goals and transactions, was made up of
visitors who browsed for 10 minutes or more on their initial site visit without
purchasing.
Watchinder has also seen early success with Remarketing with
Google Analytics across the Google Display Network. As a result, they
are excited to increase investment in this area going forward.
About Google Analytics
Google Analytics is the enterprise-class analytics solution that gives companies rich insights
into their digital audiences and marketing efectiveness. With features that are powerful,
lexible, and easy-to-use, companies large and small can measure engagement to create more
efective marketing initiatives, improve user experience, and optimize their digital strategies.
Sophisticated conversion attribution and experimentation tools help savvy marketers
determine the best allocation of media and resources to drive results. For more information,
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