Not Just 'What', But 'Why'
Finnair’s eCommerce Growth Optimization team relies on sources such as Google Analytics for data and quantitative information, but the team found it lacking supportive details for their A/B testing successes and failures. “We could see that users were dropping at different stages of the funnel, but we did not know why or what was happening to cause the drop-off,” said Gopichand Gopini, Business Analyst, eCommerce at Finnair. “That is where we bring in Quantum Metric to give us more of a full picture and better understanding to the ‘why.’”