Case Study
1 min Reading time
The medium with the widest reach in northern Germany relies on etracker analytics
Understanding user behavior thanks to etracker analytics – What happens between visit & purchase?
Case Study
by Katrin Nebermann
About RYZON
We are a brand for premium sportswear with a sustainable soul. We have been setting new standards in aesthetic functionality since 2016. Developed in Germany. Made for your moment. Designed for the highest demands. Responsibly manufactured.
We are not afraid to completely rethink things. On the contrary. We are pioneers. Ready to question ourselves again and again. United in our belief in the beauty of things. The result: products that break records and win world championships. Products that let you tell stories. But also products that identify us as athletes with a shared vision.
The challenge
To really understand the customer journey of our users and optimize the shopping experience, we need to know exactly how they interact with our website. It is not enough just to measure the number of visits or purchases. We want to gain deeper insights:
- Which elements arouse interest?
- Which actions lead to a purchase and which are obstacles?
Our aim is to derive hypotheses from these findings and validate them through targeted A/B tests. However, this would not be possible without detailed tracking of user behavior. We need a system that helps us to record every relevant interaction – from the first touchpoints on the homepage to the final purchase decision.
The solution
With etracker analytics, we have implemented a comprehensive tracking setup that enables us to analyze user behavior at a granular level. Instead of limiting ourselves to clicks, we also capture “view events” and other important interactions that provide insight into how users actually engage with our content. This allows us to evaluate the performance of different page elements and understand which content appeals to users the most.
Our setup focuses on the following areas:
Product level
(Product Listing Page – PLP & Product Detail Page – PDP)
We track exactly how users interact with the product listing and detail pages. This includes clicks on filter options, the use of mobile filtering or the size finder function. Interaction with product images (e.g. browsing through the lookbook) and videos is also recorded. We measure clicks on “Add to shopping cart” and “Add to wish list”. In addition, we record specific actions, such as registration for the “Notify me” service for sold-out items.
Page interaction
We have set up a variety of events to understand user interaction across the website. For example, we record when users use search functions on desktop or mobile devices or open the chatbot help system. A particular focus is on “view events”, which show us how far users scroll on a page. This tells us whether the footer or the first product area on a PLP page is actually being viewed.
A/B testing and personalization
A core element of our strategy is the combination of etracker with our A/B testing tool. We use etracker to measure how different test variants – e.g. changes to product pages or design – influence user behavior. With variables such as experiment_id and variation_name, we can precisely track the performance of each variant and make data-based decisions. This allows us to generate and verify hypotheses instead of relying on assumptions.
Engagement and view events
A decisive advantage of our setup is the recording of “view events” on the product detail page, which show us whether certain areas such as the call-to-actions (CTAs), the lookbook area or recommendations are perceived by users. On the category pages, we also measure whether 50% or 100% of the collection has been viewed, which gives us important insights into the scroll depth. The perception of pop-ups is also recorded, which helps us to evaluate the effectiveness of these elements.
By systematically recording this data, we can understand exactly what happens between the first visit and the final purchase decision. We identify pain points, optimize the customer journey and ensure that our online store is intuitive and appealing.
Conclusion
The partnership with etracker enables RYZON to make data-driven decisions. The detailed analysis of user behavior is key to optimizing our website. Not only can we measure the effectiveness of design and marketing changes, but we can also better understand how different elements interact. From analyzing product interactions and scroll depth on collection pages to the performance of A/B test variants, etracker provides us with the precise data we need to create an outstanding online experience. This is a crucial step in increasing our conversion rate and at the same time improving customer satisfaction in the long term.
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