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Engagement
Online furniture retailer: raising revenue per visitor with clean data and focused tests
Two analytics tools disagreed on revenue by 40%. We fixed measurement first, then tested our way up.
Results
+28%
revenue per visitor
97%
GA4 and Shopify revenue match
11
experiments shipped in 6 months
The challenge
The team could not agree on which pages were working because GA4 and Shopify reported very different numbers. Without trusted data, every design change was a debate.
Why it was complex
- Duplicate and missing purchase events in GA4
- Product pages hiding delivery time and returns information
- A long checkout with surprise delivery fees at the final step
- No experiment process or backlog
How we fixed it
Measurement fix
Rebuilt the GA4 setup with server-side tagging and deduplicated purchase events.
Research
Ran heatmaps, session recordings, and an on-site survey to find friction.
Product page tests
Tested delivery estimates, returns messaging, and fabric swatches near the buy button.
Checkout clarity
Showed delivery costs earlier and added express payment options.