Objective
To improve the online customer experience and deliver meaningful insights from their new website.
To improve the online customer experience and deliver meaningful insights from their new website.
Google Tag Manager was used to track user interactions across key pages on their websites.
Optimisations continued after the website launch. Scentre Group saw an increase in traffic to key pages that indicated customer intent for visiting a centre.
Date: August 2019
Scentre Group, owner and operator of Westfield’s living centre portfolio in Australia and New Zealand, recognised the need to improve their digital customer experience.
When a potential shopper, who intends to visit a Westfield centre, searches for content on a Westfield site or mobile app, they want to find what they are looking for in the exact moment. Scentre Group realised what they needed was an accurate and thorough analysis of website insights and data to create the optimal online customer experience. The timing of this project was particularly vital as Scentre Group was on the cusp of launching their website upgrade.
Datalicious used Google Tag Manager to ‘tag’ key web pages to help track user interactions on Westfield Australia and New Zealand sites and apps. With the right tagging in place, Scentre Group were able to compare the performance of their old and new sites as well as provide recommendations for further optimisations. They can now analyse user behaviour across different web pages, including how long visitors stay, how many pages they visit, and which pages they visit by tracking these insights from their Google Analytics 360 platform.
This enabled Scentre Group to find information about their online customer behaviour, including high-value segments and drop-offs, as well as other meaningful insights. Datalicious’ technical consultants worked onsite with Scentre Group and their website developers to successfully deliver on project objectives.
Optimisations continued after the website launch, increasing traffic to key content pages that indicated customer intent for visiting a centre. Noticeable improvements that Scentre Group found included:
Other website pages were shown to need further optimisation, including their product page, centre map as well as events and offers.
Datalicious was able to help Scentre Group deliver valuable insights so they could offer their customers a seamless digital experience, boost engagement with appealing content, and build a positive brand experience.
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