Today’s story illustrates the importance of diving into the data to uncover the granular details that drive better business decisions. Outlier not only helps clients see what unexpected changes occur in their business but also the essential driving forces behind the trends. The client, a large e-commerce health retailer, observed a drop in website page views from Yahoo. With Outlier’s help, this client gained an understanding of the reasons behind the downward slide and saw where to focus their marketing efforts based on data-driven insight.
What caused the drop in page views?
In short, a large e-commerce health retailer saw a drop in page views to its website from Yahoo. The Outlier story revealed the segment dropped to 62, a day over day decrease of 39%, which was 49% lower than the model expected. Identifying this trend was important, but this client needed to know more. Where were the page views decreasing? What device categories and regions were experiencing the most significant decline? To make the best decisions for their business, this retailer needed help unpacking the data behind this unexpected downward trend.
Enter Outlier’s Root Cause Analysis feature, which displayed the percentage contribution for each possible cause of the change in page views. The marketing team was able to recognize the main page paths that were dropping as well as the device category and regions. For example, the client could see desktops scored a 72% contribution as a potential cause of the change in page views in the device category, while Florida scored 11% in the regions. They also could identify “organic search” and “unknown search” as primary contributors in the downward trend in page views from Yahoo. The retailer was able to make quick changes targeted at the particular page paths that were driving the downward trend and see traffic pick back up in just a few weeks.
By partnering with Outlier, this e-commerce health retailer had the in-depth data analysis they needed to better understand where to focus their marketing efforts moving forward. They were now able to take full advantage of the data, making it work to drive the best decisions for their business and invest in the marketing programs that were working best.
Outlier finds the unexpected in your data automatically and quickly. By sharing the insights that drive your business, Outlier saves you hours, days, or weeks. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases, improved customer experience, and brand security. Sign up for a custom demo to see how.