Case Study: 
“SureFire took on a potentially difficult project with Warehouse Stationery’s Google Analytics and managed to deliver a great result, at all times delivering high levels of professionalism and expertise.”
PETER BARNETT
Business Market Manager – Warehouse Stationery
Type of Engagement
Google Analytics implementation.
Background
Warehouse Stationery opened its first stationery retail store in Glenfield in 1991. Since then it has enjoyed phenomenal growth to a national network of 44 retail stores, a Business to Business (B2B) service and an online store.
Objectives
Having developed their online strategy, Warehouse Stationery needed a full ecommerce web analytics solution that would give them visibility on the effectiveness of their various campaigns in driving quality traffic to their online store and the ability of their website to convert those visitors into customers.
Because telephone orders made through their contact centre were also processed through the website, Warehouse Stationery also wanted a way to segment contact centre visits and purchases from those of external visitors.
Methodology and Implementation
SureFire implemented Google Analytics in the following best practice steps:
- Discussion to understand the client’s analytics needs and objectives.
- Website audit to identify issues and customisations needed in the analytics implementation. The main complications included:
- Long, code-heavy URLs that were unreadable in reports.
- Use of subdomains and multiple domains.
- Conversion pages did not always have unique URLs making it difficult to assign conversion pages.
- Different URLs used for the homepage which would split homepage visits in reports.
- Multiple B2B and B2C routes to purchase conversions.
- Generation of customised code for a full ecommerce solution and liaison with client developers to implement the code and make minor tweaks to the website to make it more compatible with Google Analytics.
- Configuration of Google Analytics settings, including profiles, filters, goals and conversion funnels.
- Data verification and troubleshooting.
Results
Warehouse Stationery were surprised at the accuracy, the level of customisation and the enterprise features that Google Analytics was able to provide, even for a highly complex ecommerce site like theirs.
Along with the in-depth level of reporting a standard Google Analytics implementation provides, the final customised Google analytics package delivered to Warehouse Stationery included:
- Full ecommerce data tracked back to traffic source giving insights into the effectiveness of different marketing activities.
- Tracking of major conversion actions such as online purchases, B2C customer registrations, and B2B credit-application form downloads.
- Conversion/dropout funnels for the shopping cart and other conversion actions.
- Short, user-friendly URLs in reports.
- Segmentation of site traffic and purchases into internal contact centre visitors and external “potential customer” visitors.
- Reporting on keywords used in internal site searches.
