How "Our Taap" improved conversion rates with real-time analytics from Usermaven

The company

Our Taap is an innovative water solution provider that helps homeowners access clean, pure water right from their taps. Their flagship products remove contaminants and chemicals from home water systems, providing families with safer drinking water without the need for single-use plastic bottles. Our Taap offers both complete water purification systems and subscription-based replacement filters, creating a sustainable customer relationship focused on ongoing water quality. With a telesales team handling about 30% of their orders and a strong focus on online marketing, they needed clear visibility into their top digital channels & customer behavior across multiple verticals to optimize their subscription-based business model.

The problem

Christopher Hann, the Customer Acquisition Manager at Our Taap, was juggling multiple tools - GA4, Northbeam, BigCommerce, Looker... the list goes on.

His team faced significant challenges:

• No real-time insights: "GA4 has a 24-72 hour lag, which, when you're running an e-commerce business, is massive," Christopher explained. "Two days' worth of sales for us is worth tens of thousands of pounds."
• Difficult diagnosis: "When sales are down day by day, GA4 isn't going to give me insight on that. I can't use it to diagnose issues on the website."
• Unreliable data: "Their data is modelled because of consent mode version 2. A lot of their data is machine learning modelled, so it's not even real data, it's a finger in the air kind of thing."
• Complex interface: "People hate how GA4 works. They hate that pretty much everything is button click after button click, filter this and filter that."
• Limited checkout visibility: Without clear insights into checkout behavior, they couldn't quickly identify and fix problems affecting sales.

The solution

Usermaven provided Christopher's team with the real-time analytics and easy-to-use interface they needed.

1. Real-time diagnosis

"I can use your platform to look at today, look at yesterday. You guys track everything, so I can see sessions are the same, but the number of people getting past a certain stage of the checkout has dropped significantly. Then I can go to our website and start diagnosing issues."

2. Simple, accessible interface

"Everything's in one place, and it really gives the ability to manage an e-commerce store minute to minute. With your system, I have it open all day, every day."

3. Campaign tracking

"We can drill down to the campaign level and inspect every UTM parameter. Any new campaigns or creative assets that go live are automatically captured in the report."

4. Complete data

Unlike GA4's sampled data, Usermaven provides full data visibility. "When you look at a long period of time in Google Analytics, they sample the data. That's one of the problems with GA."

5. Checkout issue detection

"It's a really good diagnostic tool for understanding an issue in a website, which is massive for an e-commerce business. You can't be sitting, testing your checkout every minute in case something breaks. You need to recognize when something's gone wrong and have a tool to look at the data."

How they implemented it

Christopher found Usermaven easy to set up: "It doesn't take that much effort to set up. Even just getting the basic setup stuff is going to give you so much more insight than what you're going to get from Google Analytics 4."

The team connected Usermaven to their existing e-commerce platform and set up conversion tracking throughout their funnel.

The results

Usermaven quickly became an essential tool for Christopher's team:

Faster problem detection: "I see sales are down, I can go in, diagnose that a certain element of the checkout isn't operating as it has been in the past, and I can quickly get our devs working on a fix."

Improved campaign tracking: "We had an issue where some of our UTM tracking wasn't working. It was coming through as a campaign ID rather than the actual campaign. But quickly, I could click on that and see it was coming from TikTok. So I could push back to my agency. In GA4, that takes a lot longer, but with you guys, it was one button click, and there was the answer."

Easier time comparisons: "The ability to compare over time is really easy. Last week was this; this week is this. Certain things have gone down, so I can start delving into what individual bits have changed. Is it a specific campaign that is having an issue? Is it because we haven't sent any emails?"

Better understanding of telesales: "Our telesales team picks up about 30% of our orders. So I can see which campaign drives people to the lead stage, and our telesales team mops it up by taking the order for the person on the website."

Easy-to-use but powerful: "It's got that good level of 'if you're not using analytics platforms before or you're a one-man band, everything is there in one place.' But if you're a bit more knowledgeable, it's got the ability to deep dive as strongly as UA 360."

Key takeaways

• Real-time analytics are crucial for e-commerce businesses to quickly identify and fix issues
• Simple, accessible interfaces help teams make better use of analytics data
• UTM tracking and campaign visibility provide immediate insights for marketing teams
• For e-commerce businesses, checkout diagnostics can directly impact revenue

Christopher summed it up best: "Usermaven has been a massive help since we brought it in. It goes across a lot more levels than other pieces of the puzzle, so it's a larger piece of the puzzle."

Why Christopher recommends Usermaven