The situation
An online fashion platform ran a loyalty programme in which customers earned points and spent them in a rewards store. The aim was to encourage more customers to redeem their rewards.
The problem
To improve the store, the team needed to know what visitors did there: what they looked at, where they hesitated and where they gave up. But several of the key steps in the store weren't being recorded properly, so the picture of the customer's journey had gaps.
What we did
The first step was to look at the whole journey and list the moments that mattered, from arriving in the store to completing a redemption. The tracking was then revamped so that each of those moments was recorded clearly and consistently.
With reliable information in place, the team analysed traffic and behaviour, found where visitors were dropping out and worked with the product team on changes. Along the way, they brought several departments together on shared timelines so that work was not waiting on someone else.
The outcome
Engagement measures in the rewards store rose by 20%. Better coordination between teams also meant projects were completed about 25% faster.
What it meant for the business
The team could now see how customers used the store, so product decisions were based on evidence. Fixing the tracking first made every later piece of analysis more trustworthy.
Could this work for you?
If you're not sure whether your own tracking captures the steps that matter, a short audit is often the cheapest way to find out. Gaps are common, and they quietly distort the reports built on top.
Related services: Analytics tracking and event audits, Product analytics
This project was led by our founder, Achyutanand Jha, in an earlier role. The client is not named, and figures are those reported at the time.