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Funky Pigeon invests in online analytics software

WHSmith-owned cards and stationery brand, Funky Pigeon, has invested in online analytics as it seeks to gain greater insights about its customer behaviour and website performance.

Funky Pigeon has appointed ContentSquare to gain further digital understanding around customer acquisition channels and how its web visitors are responding to all the content displayed on its site.

The retailer’s digital, marketing and eCommerce teams use the new system, and the company said each of these departments now have real-time access to data which can be used to build out a long-term strategy, or quickly amend how the site looks based on up-to-date metrics.

Funky Pigeon said the software has allowed it to “spend far less resources analysing and more time on optimising”.

Jack Barnfield, web design optimisation manager at Funky Pigeon, commented: “Our team is small with a lot of responsibilities, from accessing insights for everything on our website to determining how elements such as our user interface, display and graphics, hero images and checkout routes, are performing.”

He added that the investment augments what it was already able to leverage from Google Analytics (GA).

“We needed further insight into what visitors do when they come to our site, which areas they went to and how our elements performed during their journey, which the top line analytics in GA were not giving us," Barnfield explained.

Funky Pigeon uses ContentSquare as its primary reporting tool for bounce rates and traffic, as well as its Oracle Maxymiser testing tool.

WHSmith said in its end-of-year results statement last October that Funky Pigeon delivered “good revenue and profit growth” over the 12 months to 31 August 2018.

“We saw increased traffic volumes with our focused marketing investment and conversion has continued to be strong as we have developed the website and app,” the company said, adding that the site received “record levels” of demand for gifting and greeting cards.

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