Home Leisure Direct weren't able to track which of their products performed better further up the funnel. We put them back in the game with advanced analytics.

"We worked with SearchStar to fix issues we had with tracking performance. We've been impressed with them and their approach - we are seeing steady improvements, which I am confident will continue."

Andy Beresford, Home Leisure Direct

Home Leisure Direct

Home Leisure Direct (HLD) is the UK’s premier games room retailer. Multiple award-winning, HLD specialises in high-end games room products, including pool tables, jukeboxes, arcade machines and everything in between.

Their Objectives

As a retailer selling big ticket items, visitors are unlikely convert on their first visit to the HLD website. HLD’s existing Google Analytics (GA) set-up meant they could only track transactions on the order confirmation page.

This implementation meant they couldn’t easily discern which products had been viewed and considered for purchase. This lack of visibility made it difficult to optimise media activity to anything other than transaction data. Our goal was simple - put the missing data at HLD’s fingertips.

Our Approach

Working closely with HLD’s development team, our first move was to implement ‘Enhanced eCommerce’ within Google Tag Manager to provide full visibility of the purchase funnel; from impression to conversion.

Coupled with this, we used the ‘Product Category’ feature of ‘Enhanced eCommerce’ to provide performance data for each product category and individual product.

Beyond ‘Enhanced eCommerce’ we also implemented video tracking. HLD invests heavily in video content and they wanted to better understand the role played by video in the path to conversion, as well as which videos performed best.

Their Results

Our implementation of ‘Enhanced eCommerce’ meant that HLD could evaluate their customers’ shopping experience from impression through to transaction. The funnel visualisation offered by the ‘Shopping Behaviour Analysis Report’ enabled our media teams to better optimise spend.

Using this data, we were able to optimise and remarket to users who showed real interest in the products. This activity and data-informed approach contributed to an increase in paid search revenue and conversion rate of 161% and 137% respectively.

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