Our Mission
Our Role:
User Behaviour & Experience Lead.
Focus areas:
Implementation of FullStory, analysis of the customer journey and identification of issues, team training and ongoing support, visualization and accessibility of insights.
Services:
Mekster, a one-stop-shop for motorists online, lacked effective tools to understand user behavior and quickly identify issues in the customer journey. Manual analysis through Google Analytics made it difficult to detect obstacles affecting conversion and customer experience.
Mekster therefore wanted to improve its ability to quickly find technical issues, reduce the need for manual analysis, and make insights accessible to more teams in the organization, with the goal of creating a more data-driven and customer-centric shopping experience.
Omniarch entered as a strategic partner in connection with the launch of Mekster’s new frontend, with the mission to enable an insight-driven approach without technical barriers. By implementing FullStory, the possibility opened up for real-time behavior analysis and a smoother way of working with data throughout the organization.
Actions taken:
- Implementation of FullStory
- Support in analyzing user behavior throughout the purchase journey
- Sketches and ideas for improvements
- Prioritization of actions based on actual user data
- Ongoing advisory to several teams regarding use of the tool
Thanks to the collaboration with Omniarch and FullStory, Mekster was able to quickly identify and address problems that would otherwise easily have gone unnoticed. One example was an unusual error message at checkout that only affected a few users each day. At first glance, it might seem like an insignificant issue, but over time these small errors could add up to significant losses. With the help of FullStory, it became possible to detect precisely those kinds of hidden obstacles that are hard to capture with other tools.
"We came in contact with FullStory through Omniarch and started testing it on a small scale – we fell in love with the tool immediately. It stands out by surfacing insights you didn’t know you needed, which makes it invaluable in our analysis. We’ve also used Omniarch as a sounding board in several areas, not least to gain new perspectives and raise our sights in our digital development."
Manne Jansson
E-commerce Manager & Tech Lead, Mekster AB
More cases:
Skistarshop
Apollo Travel
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