Comprehensive Web Analytics Services for L'Oreal Group

The Scope of Work

L’Oreal’s primary requests included setting up analytics services and dashboards, preparing specifications for website markup, automating reporting, conducting A/B testing and UX research, and collecting recommendations for website improvements.

Key Projects and Achievements

User Interaction Events

We created specifications to customize the site markup for 15 L’Oreal brands, analyzing each website’s functionality in depth. This involved adding analytics on key events in the e-commerce funnel, including orders, registrations, subscriptions, and loyalty-enhancing services like the Virtual Makeover feature and Product Finder information systems.

After implementing the events, our analytics team tested the markup to ensure accuracy. This approach allowed us to satisfy 90% of the statistical requests from L’Oreal brand managers. We continue to support the websites and monitor data collection in Google Analytics, preparing technical specifications for new functionalities or marking up elements via Google Tag Manager as needed.

Advanced Analytics Configuration

We set up data collection and storage from scratch in Google Analytics (GA), including Universal Analytics and Google Analytics 4 (GA4). This involved configuring filters, adjusting service settings, adding customized groups of traffic sources, and forming sales funnels for each L’Oreal brand. This allowed us to provide quality analytics across various parameters. To avoid losing GA4 settings, we monitored their statuses using L’Oreal’s internal tool.

GA4 Training for L'Oreal Team

Following the release of GA4, we prepared a presentation to guide the L’Oreal team on the main functionalities and analytical reports of GA4. We adapted existing materials, prepared a comprehensive guide, and conducted an online training session.

Customized Reports

To increase conversions, we researched user behavior and configured reporting for each service. Tasks included analyzing channel data and click-through conversions, collecting analytics on website banners, analyzing funnels to highlight bottlenecks, and providing recommendations for improving traffic conversion. These recommendations led to an increase in the Share of Usage indicator for the analytics service.

Quarterly Reports

We created quarterly traffic data presentations covering all channels, traffic sources, campaigns, device types, and entry pages. Current data was compared with previous quarters and the same period last year, and KPIs were analyzed in detail. Recommendations helped L’Oreal address problem areas in time, such as increasing the «buy» button conversion by 37% in one channel for the second half of 2023 compared to the first half.

Dashboards

We created dashboards for each L’Oreal brand using Looker Studio (formerly Data Studio), BigQuery, and Google Analytics. These dashboards provided quick access to real-time data and simplified the perception of complex indicators, allowing L’Oreal managers to respond quickly to website changes.

A/B Testing

L’Oreal decided to redesign the PDP for the mobile version of the La Roche-Posay website. We prepared metrics to track technical specifications for adding events and setting up the A/B test, and configured the test to split users 50:50 by cookie.

Usability Testing

We conducted qualitative research to identify problem areas on the L’Oreal Paris website. Based on the analysis of the target audience, we invited women between the ages of 25 and 44 to test the website. The feedback led to recommendations that increased the value of the «Special Offers» page by 69% and the conversion rate for visits with internal search by 32%.

The Outcomes

Our web analytics team continues to work closely with L’Oreal, supporting data collection and providing comprehensive analytics services and reporting across all L’Oreal brands. Our efforts have led to substantial improvements in user experience, operational efficiency, and sales performance.