Connecting editorial engagement to shopping behavior.
Xivic helped goop examine how content and acquisition activity connected to commerce, then put that analysis to work in a live newsletter test.
goop Brentwood.The business task.
For a brand that brings editorial content and products together, visits and clicks only explain part of the customer journey. The team needed to understand what happened after someone arrived: whether readers explored products, viewed the cart or purchased.
Establish what the data could show.
Xivic analyzed acquisition channels, device behavior, content engagement and ecommerce activity. The work examined the relationship between article reading and purchases and identified gaps in measurement across the shopping journey.
Test a real customer journey.
A newsletter test launched on May 18, 2021, with separate test and control campaign tracking. Xivic compared on-site engagement, cart views and purchase behavior after the click. The review also distinguished what website analytics could show from the email open and click data needed to understand the whole campaign.
What the test answered, and what it did not.
The review compared engagement, cart views and purchases after the click. It also identified the email open and click data still needed to connect newsletter performance with on-site behavior. That distinction matters: website data alone cannot explain the whole campaign.
How we connect measurement and experimentationDo your content and commerce teams see the same customer journey?
Let's connect the customer experience to the information behind your next decision.