Connect 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 experiment.
What happens after a reader clicks?
For a brand that brings editorial content and products together, visits and clicks explain only part of the customer journey. The team needed to understand whether readers went on to explore products, view the cart or purchase.
Use the analysis to shape a live test.
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01 · Understand the journey
Examine content, acquisition and commerce together.
Xivic analyzed acquisition channels, device behavior, content engagement and ecommerce activity. The review examined the relationship between article reading and purchases and identified measurement gaps across the shopping journey.
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02 · Put the test into use
Track test and control separately.
A newsletter test launched on May 18, 2021, with separate campaign tracking for the test and control.
The website showed part of the campaign’s story.
What the review compared
Xivic compared on-site engagement, cart views and purchase behavior to understand what the groups did after arriving.
Do your content and commerce teams see the same customer journey?
Let’s connect the customer experience to the information behind your next decision.