A Review of Mumzworld and Ecommerce Analytics

THE BRAND

Mumzworld is the largest e-commerce retailer providing everything from diapers to strollers, pacifiers, and clothes, for mothers, babies and children in the Middle East and services specifically the following areas: United Amerites Emerites, Saudi Arabia, Qatar, Kuwait, Bahrain, Oman, Jordan, Lebanon. (mumzworld.com, 2016)

THE PROBLEM

Being the largest retailer of its kind, it’s extremely important their business model is adequately prepared to deal with large transaction volumes daily, and there is a good understanding of the inventory on hand. According to a Google Analytics review of their business (n.d.), Mumzworld was running ample ad campaigns to support sales of their products, and had great user data from ongoing Google Analytics – they just needed to develop a better understanding as to how to use that information more wisely.  Mumzworld needed to be able to quickly shut down ad campaigns running for particular products if those products were out of stock and be more efficient with their marketing dollars. There was also a goal to boast online sales and create repeat buyers of their products.

CHANGING ANALYTICS

Mumzworld added Google Analytics Enhanced Ecommerce, an analytical tool which “reports allow [brands] to analyze purchase activity on [the] site or app. [A brand] can see product and transaction information, average order value, ecommerce conversion rate, time to purchase, and other data.” The main goal of this tool for Mumzworld was to handle and identify the following:

·      Identify products driving the most profit

·      Set custom metrics to show out-of-stock items seen by users

·      Set custom metrics to show add to cart actions

·      Identify the shopping behaviors that were impacting sales

·      Identify which ad banners and promotions were working better and driving more traffic (through promotion tracking reports)

·      Set funnels to identify where people (based on location) were dropping out of the sales process

In addition to the metrics and goals identified as part of their new ecommerce analytics, Mumzworld also pulled their information into one tool, Analyze.ly, to better be able connect multiple data sources and then upload that data into Google Analytics. This afforded more detailed analytics review like cost per click and return on ad spend in the ad platforms. This thinking and focus helped the company maximize its margins, and provided a more unified structure to their analytics reporting.

WHAT WAS ADJUSTED AS A RESULT

This thinking led Mumzworld down a path of better identifying top performing channels by profit, not just by topline analytical data, and in turned allowed them to better advertise to their proper audiences.

The main difference: This new data encouraged Mumzworld to launch Retargeted marketing campaigns from search campaigns. The brand was able to use the data of people searching for certain products who didn’t convert to a sale and re-serve that content back to them via display advertising.

The company was also able to adjust all search and social media campaigns accordingly to better market the products in stock, which allowed them to better allocate their marketing resources to the right ad campaigns and not lose wasted budget.

According to the report from Google Analytics (n.d.),

“The retailer’s ecommerce conversion rate rose by 11% as customers found products that were more relevant and available. The time needed to restock inventory of top brands and product categories was cut from two weeks to fewer than 48 hours.

“Marketing spend improved with the new remarketing channels and campaigns. Remarketing revenue rose 128% in the first three months. All of Mumzworld’s top marketing channels achieved and maintained a minimum of 300% ROAS.”

WHAT NOW

According to research on SEMRUSH (2016), it appears there are no ad campaigns currently running for Mumzworld.com. However, they are registering more than 18,000 organic keywords with 121 registering as top 10 keywords (as of June 2016). See below the graphic that denotes this (this report pulled in data from the U.S. and did not allow a thorough review of the analytics in the UAE and therefore may not be completely accurate):

So not having a good understanding as to whether the ad campaigns noted above are still in place, reviewing the site from a page source code showed that effective meta and keyword tags are in place and this brand still has a very good understanding as to how to properly tag their site for better positioning. From the home page, we see a high level tagging denoting baby products:

 

The only thing I would recommend is a better tag in the actual URL. Now, an additional review was done further within the site on a product level and found that the same was in place, and identified specifically what would be displayed on the page:

 

It appears this brand has a thorough understanding of the importance of analytics on their page, specifically how to use those analytics to better sell and service their specific audiences. The only additional recommendation to consider is to include funnels and goals to better track conversions. A thorough (regular on an ongoing basis) analysis of top keywords against top sales items is vital for this business as well to determine if the two items are consistent, and how to adjust ongoing marketing campaigns going forward. 

REFERENCES

About Ecommerce. (n.d.). Retrieved June 27, 2016, from https://support.google.com/analytics/answer/1037249?hl=en  

Mumzworld reaches 300% ROAS with enhanced Ecommerce and data import from Google Analytics. (n.d.). Retrieved June 27, 2016, from https://services.google.com/fh/files/misc/mumzworld-enhanced-ecommerce.pdf

Mumzworld.com. (n.d.). Retrieved June 27, 2016, from https://www.semrush.com/info/www.mumzworld.com (by organic)

Mumzworld.com. (n.d.). Retrieved June 27, 2016, from http://www.mumzworld.com/