Case Study: M.video boosts sales and customer loyalty by fixing checkout errors with OWOX BI

M.video Boosts Sales and Customer Loyalty by Fixing Errors at the Checkout Page

M.video, Russia’s top consumer electronics and home appliances retailer, faced lost sales and unhappy customers because logic errors on its checkout page prevented users from completing orders. To get near real-time visibility and identify affected users, M.video worked with OWOX, using OWOX BI Pipeline (and integrations with Google Tag Manager and Google BigQuery) to capture detailed, unsampled error data tied to user IDs and cart contents.

OWOX helped M.video implement custom scripts that push error data to the DataLayer, send it via GTM into Google BigQuery through OWOX BI Pipeline, and export structured hourly reports to Google Sheets using the OWOX BI BigQuery Reports add-on; call centers and developers then receive alerts and customer details. As a result, M.video established a feedback form, sped up bug fixes, enabled agents to complete orders by phone, and recovered about 3% of called users — roughly $1,600 otherwise lost — while improving overall conversion and customer loyalty.

M.video