Lighting Business Optimization & Analytics Audit

Client Overview

A US-based lighting business specializing in high-end fixtures sought an audit of their Google Analytics 4 (GA4) and Shopify data to optimize conversion rates, understand customer behavior, and showcase fund utilization to investors.

Problem

The client wanted a comprehensive audit to better understand their data, identify optimization areas, and demonstrate to investors how funds were being effectively utilized to drive growth.

Approach

Data Audit & Analysis

We conducted an in-depth audit of the client’s GA4 and Shopify accounts, analyzing traffic sources, user behavior, conversion rates, and product performance.

Device & User Behavior Analysis

We segmented data by device categories, user types (new vs. returning), and geographic regions to identify underperforming areas and opportunities for optimization.

Page & Funnel Analysis

We focused on high-exit pages (especially mobile product detail pages) and checkout abandonment rates, uncovering critical insights into user drop-offs.

Speed & Mobile Optimization

A technical audit was performed to identify slow-loading elements, and we proposed improvements to the mobile product pages for a better user experience.

Key Insights

Device Performance

Mobile traffic was high, but desktop had a significantly better conversion rate and higher average order value (AOV). This suggested mobile user experience needed improvement.

Top-Selling Products

A small set of products contributed the most to sales, indicating the need to prioritize them in marketing and retargeting campaigns.

Shopping Behavior

Mobile cart abandonment was high (~70%), suggesting a poor mobile experience. Improving mobile product detail pages was crucial for conversion.

Geographic Insights

Certain cities showed low conversion rates despite significant traffic, indicating a need for localized adjustments in marketing strategies.

Optimization Recommendations

Mobile PDP Optimization

We conducted an in-depth audit of the client’s GA4 and Shopify accounts, analyzing traffic sources, user behavior, conversion rates, and product performance.

Improve Website Speed

We segmented data by device categories, user types (new vs. returning), and geographic regions to identify underperforming areas and opportunities for optimization.

Retargeting Campaigns

We focused on high-exit pages (especially mobile product detail pages) and checkout abandonment rates, uncovering critical insights into user drop-offs.

Geographic & Marketing Campaign Adjustments

A technical audit was performed to identify slow-loading elements, and we proposed improvements to the mobile product pages for a better user experience.

Results

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15% improvement due to better mobile PDP layout and faster load times.

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25% increase in sales from returning customers through targeted retargeting campaigns.

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Site-wide conversion rate improved by 10%, driven by mobile optimization and faster website speed.

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