Omsom — Content Attribution & PDP Experimentation (Case Study)

Client/Project: Omsom — Content Attribution & PDP Experimentation

Industry/Use-Case: DTC Asian pantry starters — Google Analytics Setup + A/B & Multivariate Testing Results + Conversion Rate & ROI Dashboards

Website Link: https://www.omsom.com

Location: New York, USA

Overview

A fast-growing pantry brand needed to connect recipe/education content to revenue and prove which PDP elements actually moved first-time buyers without bloating the tech stack.

Key Insights

  • Sessions originating from recipe content converted +19% better after attribution and PDP adjustments.
  • “What’s Inside + Flavor Heat” block placed above the fold lifted add-to-cart by +1.6 pp on mobile.
  • First-order AOV increased +12% via two-pack prominence and price anchoring.
  • Prospecting creatives featuring “sizzle + plating” drove +17% higher CTR and +9% higher revenue per session than static pack shots.

The Challenge

Content traffic was strong but uncredited; GA4 lacked consistent event mapping from recipes → PDPs → checkout. PDPs mixed education with purchase CTAs, causing scroll fatigue on mobile. Leadership needed a defensible, experiment-driven plan to raise conversion and AOV, with an executive view of ROI by content source.

Pixelbee’s Approach

  • GA4 Clean Measurement: Rebuilt events for content → commerce paths (view_item, add_to_cart, begin_checkout, purchase), added content-source parameters, and enforced UTM governance.
  • Attribution Rollup: Built a Looker-style dashboard tying revenue per session and payback to entry content (recipe, culture, product education) and device.
  • PDP Experiment Matrix: Ran A/Bs on above-the-fold layout (benefit bullets, flavor heat scale, chef notes), two-pack vs. single default, and sticky ATC on mobile.
  • Creative Telemetry: Tagged ad hooks (sizzle, plating, founder voice, UGC) to compare CTR, CPC, and downstream revenue per session; reallocated budget weekly.
  • Checkout Friction Audit: Session replay triage for shipping/tax clarity; introduced delivery promise microcopy and simplified discount entry on mobile.

Results

Metric Before After / Impact
Conversion Rate (recipe-led sessions)Baseline+19%
Mobile Add-to-Cart (A/B: info block above fold)8.1%9.7% (+1.6 pp)
First-Order AOV$34.80$39.00 (+12%)
Prospecting CTR (sizzle/plating vs. static)—+17%
Revenue/Session (best creative vs. static)—+9%
Checkout Abandonment (shipping step)44%36% (−8 pp)

Timeline & Deliverables

Timeline & Deliverables

  • Week 1: Analytics audit; GA4/GTM event remap; UTM governance; baseline dashboard.
  • Weeks 2–3: Launch PDP A/Bs (layout, two-pack default, sticky ATC); implement delivery promise copy.
  • Weeks 4–5: Creative telemetry and budget shift to winning hooks; refine recipe → PDP handoffs.
  • Week 6: Executive ROI dashboard (content source × device × cohort); testing playbook and roadmap.

Tools & Technologies

Tools & Technologies

  • Google Analytics 4, Google Tag Manager, Shopify
  • Looker Studio dashboards
  • Hotjar/FullStory session insights
  • Meta/Google Ads creative tagging
  • Sheets for test logs

Testimonial

“Once content and carts were speaking the same language, we knew exactly what to push. The experiments were clear, mobile got faster to act, and first purchases got bigger.”
Omsom Team
Growth & Analytics