“MetaRouter allows us to set a higher standard and expectation of what we know about our users. Our Product Squads not only make better-informed decisions but also communicate more accurate results to all our stakeholders.” -Ignacio Colino, Growth ICT Business Analyst at Pet Circle
Pet Circle, Australia’s largest online pet shop, makes it easy to buy pet supplies and pet food online easy and convenient. Their offerings include not only premium and natural brands, but also foods to support special dietary needs and vet prescriptions—not to mention any accessory your pet may need, from toys to attire. With a price match guarantee and direct delivery to your doorstep, it’s no wonder that pet parents choose Pet Circle.
Pet Circle’s Challenge
To keep supplying the right options for dogs, cats, fish, reptiles, birds, rabbits, horses, and other pets, the Product team requires a deep understanding of their customer's needs and how to better serve them.
“While other legacy tools like Google Analytics offers tracking for core website metrics, we wanted to broaden our understanding of how users interact with several components and features that we continuously develop,” says Ignacio Colino, Growth ICT Business Analyst at Pet Circle. That meant collecting data and storing it in a warehouse so they could query what we need anytime.
When Pet Circle discovered Metarouter, the solution was clear.
Understanding the Customer Journey with MetaRouter
“MetaRouter provides a scalable and flexible solution that allows us to track any user action on the front end and ETL the data to our data warehouse for further analysis,” says Ignacio. “We can even build custom events that adapt to several needs including A/B testing of features, interactions with widgets, navigation patterns among others.”
This provides the Pet Circle product team with an end-to-end understanding of the customer journeys across their website, giving them key feedback to be more effective in developing features that are relevant for users and for business.
Better Product Insight
Now, with MetaRouter, Pet Circle can track the number and types of events their users are generating and use the platform to test and monitor when they implement new tracking. Even with the time difference between Australia and the U.S. (where MetaRouter is headquartered), Pet Circle is happy with the level of dedicated support they receive from their Success Lead.
Since using the platform, Ignacio says the outcome has been positive for the product team: “MetaRouter allows us to set a higher standard and expectation of what we know about our users. Given the wide possibilities it provides for us, our Product Squads not only make better-informed decisions but also communicate more accurate results to all our stakeholders.”
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