How we helped to increase data collection accuracy & speed by 30%
Sulekha’s business model is to provide a platform to the users looking for services in 200+ different categories (including home/office services, coaching/training, lifestyle & property/rentals, etc.) and to businesses which offer these services to the end users. Apart from India, where Sulekha is a strong leader in services, it also operates in USA, Canada, UK and UAE markets to serve Non-resident Indians.
Data accuracy and faster implementation were key challenges in Sulekha’s analytics project due to its wide range of services to different markets spread across 7-8 digital properties. And another challenge was that it required close communication between teams for implementation status.
Development of Data Layer Tool
The DataLayer Tool is designed in PHP & MySQL and it utilizes Google Analytics 360 Management API & Google Tag Manager 360 API to interact with clients’ GA & GTM Account. By this it performs different operations automatically such as creating variables, triggers, tags & various GA configurations. Additionally, it keeps a track of each dataLayer status as Created, Implemented, Tested and Tags Created. DLT has an inherent capability of connecting DataLayer variables with GTM variables, and GTM variables with Google Analytics Dimensions & Metrics. The DataLayer screen contains page-wise dataLayer to be implemented by the developer and a ready-made snippet to be pushed in to the code. DLT has been integrated with Mandrill API to send out status or snippet emails to the relevant stakeholders.
Increase in Lead Submission
Tatvic carried out A/B test on form fields which were causing extraordinary drop off. The input method of the form field was changed to a user friendly drop down field. This small change resulted into 110% increase in number of lead submissions for Paychex.
Tatvic also conducted A/B tests for aligning some of the forms at the right hand side of the page and removed sidebar links & other content to eliminate distraction. This test resulted into 59 % improvement in form start rate and 48% in lead submissions.
Implementation of form field tracking using Virtual Pageviews, helped Paychex identify users who started filling the form but did not submit. Paychex could also use ‘Remarketing’ to target all these users.