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Huckberry Website Case Study

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Useful content that’s beautifully designed and well-written. Interesting products that are carefully selected for a targeted customer. Emotional branding that goes beyond product and speaks to a lifestyle. Slick, seamless digital experiences that guide consumers to purchase again, and again. Put it all together and you have Huckberry, a curated ecommerce retailer of men’s outdoor gear. (Huckberry Home, n.d.) Huckberry defines itself as “an online shop and journal that inspires more active, adventurous, and stylish lives through members-only sales, original story-telling, and unique experiences.” (O’Neil 2018). With a potent, lifestyle-brand approach and a precision customer target, Huckberry is an ecommerce brand whose present and future looks bright. So how do they do it?  Let’s take a look how Huckberry uses a content marketing to drive traffic and web analytics to optimize their website’s user experience.  Content Drives Traffic Founded in 2011 by Andy Forch ...
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Web Analytics for Content Publishers

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What interests your readers?  For content publishers, the answer to that question often lies in your user data. But simply measuring how many people clicked on a piece of content can’t tell you the whole story. Understanding what your readers really like requires you to go deeper. Statistics like time on page, number of comments, and user actions (like shares or downloads) provide a more comprehensive understanding of your readers. While voice-of-customer data from sources like reviews, social media posts, and surveys tell you even more (for more on this subject check out this article). Google Analytics (GA) does a fantastic job of digging into the statistics part of the picture, and with additional applications like User Report or Medallia you can also include customer voice. If you want a crystal-clear picture of reader interest, that may be difficult to accomplish with GA alone, you may need a data analytics platform that’s designed specifically for content pub...
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Including Customer Voice in Your Data

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Truly understanding your customer is the key to reaching your business goals. It’s a simple equation, by knowing what your customer wants, you can deliver more value, increase loyalty, and acquire more customers.  In digital, user data is a key source of customer understanding, but clicks, opens and conversions only tell marketers so much. The rest of the story comes from the voice of the customer. So how can add you add this essential voice to the data your using in your marketing strategy? As with all things digital marketing, there’s always a way. So, let’s take a closer look at how you can gather customer voice, and how to gather customer feedback directly from your website into Google Analytics reporting. Data, Data Everywhere... User data is a wonderful gift for marketers and we generate 2.5 quintillion bytes of it per day (Marr, 2018). It helps brands understand what customers do on their websites, where those customers come from, and what content they l...
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