Our Mission
Our Roles:
User Behavior and Experience Lead, Analyst, Strategic Advisor.
Focus Areas:
Mobile optimization and user experience (UX), tracking and measurement, data integration and analysis, lead generation and campaign optimization, organizational development and data-driven culture, project management and requirements specification.
Services:
Newbody Family wanted to understand their various customer journeys and how these could be optimized to increase conversion and improve efficiency. A central objective was to become more data-driven—not just through improved tracking, but also by getting the entire marketing team to work with clear KPIs tied to each individual role.
Newbody Family faced several challenges when the collaboration with Omniarch began. Despite a large share of traffic coming from mobile, their website lacked sufficient mobile optimization. Lead generation was functioning but seen as having significant potential for improvement—a gut feeling not supported by data.
Initially, analysis of business and marketing data took place in separate systems, making it difficult to form a cohesive decision-making foundation. Through the collaboration with Omniarch, stronger connections between these data sources were established, enhancing the overall perspective and enabling more accurate insights.
The collaboration started in spring 2024 with a Digital Assessment. The assignment was later expanded with a UXI Assessment, where Omniarch focused on the user journey using Fullstory and other tools. In parallel, an analytical project was carried out to support the development of a new marketing strategy during autumn 2024.
We worked iteratively in sprints divided into three phases: Insights, Actions, and Implementation. Each sprint lasted one to two months, with Omniarch acting as project manager and requirements lead towards the agency.
Key focus areas in the customer journey included:
- Lead generation – e.g., sign-ups to start selling
- Seller search – to find and register sales under the correct seller
- The cart and checkout process
Other key deliverables included:
Implementation of tracking for micro-conversions. Campaign strategies and evaluation of campaign formats. Development of a KPI tree with role-specific goals. GA4 workshops with the entire marketing team. Dashboard visualizations (Looker Studio) for both webshop and lead performance.
Key Aspects:
Close Collaboration and Continuous Dialogue
The collaboration was characterized by high availability, frequent communication, and shared ownership. Through regular check-ins, workshops, and transparent follow-ups, a trusting working environment was established where decisions could be made quickly and effectively.
Sprint Format with Clear Follow-Up in Each Phase
The project was run in sprints divided into three distinct phases: Insights, Actions, and Implementation. Each sprint concluded with a review of deliverables, results, and next steps—creating momentum and clear direction throughout the process.
Upskilling the Entire Marketing Team
Omniarch conducted hands-on training sessions, including GA4 and conversion tracking, to strengthen the team’s understanding and ability to work data-driven. The result was a more autonomous team with increased digital maturity.
"The collaboration with Omniarch has not only given us better insights and clearer KPIs – it has also created a completely new level of engagement within the team. Everyone now understands how their contributions impact the bigger picture, and we've developed a shared language around data and goals."
Johanna Ahlén
CMO
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