THE FOSHINI GROUP

E-Commerce optimization using advanced analytics & reporting

About this case study

Industry E-Commerce

Scope Analytics | Data Integration | Reporting | Looker Studio | Google Analytics 4 | Paid Media Management

TFG is South Africa’s largest retail group and is home to over 20 retail brands that offer clothing, footwear, technology products and home stores. TFG has a strong presence in brick-and-mortar stores (2400+ stores) and strives to dominate the e-commerce space.

THE CHALLENGE

To grow online revenue and show the online ROI, we needed to address the problem of out of stock items leading to lost sales, higher bounce rates and cost incurred on clicks that could not translate into revenue.

OUR APPROACH

Conversion Science built an in-house out-of-stock product tracker using GTM, GA, and Google Data Studio:

  • Using Google Tag Manager to create a custom event that would send a hit to Google Analytics to notify us of out-of-stock items/products in real time.

  • Using Google Analytics to create a custom report detailing the event hit (out of stock), the product associated with the hit, and other relevant information.

  • Using Google Data Studio to create an automated report that sent through a real-time list of products that were being viewed but out of stock so that the team could replenish stock.

THE RESULTS

  • From Q1 to Q4, the search campaigns saw a 167% increase in conversion rate with a decrease in CPA by 68%.

  • The pausing and enabling of search ads relating to product availability (out of stock) decreased the bounce rate by 22% and prioritizing top-selling product replenishment saw an 82% increase in total revenue on Paid Search.

Increase in conversion rate

+167%

+82%

Increase in revenue

68%

 Reduction in CPA

Troy Windscheffel

Head of Growth Marketing - Bash (TFG)

"Conversion Science has been managing Performance Marketing for the group since 2017. They've managed the strategy, reporting, analytics and implementation. Deliverables are never late, strategies are always cutting edge and geared to drive the highest ROAS.

Within the TFG group, Conversion Science has always been seen as part of the team and has been a pivotal part of the group's E-Commerce success."