Case Study: Arculus
Arculus is a revolutionary cold storage service for crypto assets and NFTs. It helps you store your crypto assets outside of the exchanges, and using 3-factor authentication drastically reduces hacking concerns. Arculus is a product of CompoSecure, which produces its partners' most beautiful credit cards, including the American Express Platinum Card, Chase Sapphire Reserve, and many more.
I am thankful I was part of the team from the beginning of the web launch and iterations. I enjoyed collaborating with a highly trusted financial institution and helping individuals protect their assets, especially knowing that scammers stole $14B+ (billion!) assets.
What we did
In this long-lasting partnership, we built the data strategy, data tracking (Server-side Tracking and Client-Side), monthly analysis, custom dashboard preparation, and A/B testing. Throughout the journey, I had the chance to collaborate with spectacular individuals, including Arden. She was the director of marketing, and during our iterative analysis-application process, we learned a lot and put that learning into action. You can find her testimonial about how we worked below.
How we did
Data Strategy: At the beginning of any new project, it is easy to be thrown away. Should we try a new acquisition channel? Should we target this persona? Should we insist on acquiring such audiences? Such questions can come very naturally if you don't know what to go after or what to improve first.
Therefore, it is critically important to decide what is essential at this starting point: having a proper tracking system, analyzing both qualitative and quantitative data, determining a target to reach, adjusting it along the way if necessary, and taking iterative steps as you learn.
We prepared our tracking plan after discussing it with many stakeholders and understanding their needs. We prepared documentation to streamline collaboration between marketing, analytics, development, and management teams.
Then, we started collecting and analyzing data to find patterns, learn from it, and make data-driven decisions.
GA4 Server-side Tracing: Server-side tracking is a powerful technique to make your data more accurate. You can control what data is sent to vendors, such as Facebook Pixel, Google Ads, or GA, and it can reduce the negative effects of ad blockers.
Monthly Analysis: I believe this is the most crucial part of any business. Having the best tracking system in place or using various analytics platforms doesn't add value to the business. Analyzing the collected data, understanding the underlying causes of why visitors do certain things but not others, and coming up with ideas to improve effectiveness do improve your business.
Conversion Optimization Program: An optimization program is the natural next step to monthly analysis. While discussing the topic, I'd love to say that not all businesses need an optimization program, but all need iterative processes. For Arculus, knowing the goals and carefully conducting both qualitative and quantitative data analysis, we listed many hypotheses, prioritized them using a scoring system, and started implementing from the top.
Results
To date, Arculus has one of the most accurate data collection. We launched many tests; some increased transactions by 32%, some helped move visitors between funnel steps more effectively, and most "didn't help improve conversion rates", but this is expected; we learned from all our tests and continue learning from the frequent analysis.
Lessons Learned
Commitment and iteration bundling with a willingness to learn guides teams to success.
Conclusion
If you want to craft similar stories, let's meet.
