About Taking Shape
Taking Shape is a women’s fashion brand based out of Melbourne with over 150 stores and 400,000 members. Online channels represent 35% of sales, making digital experience optimisation essential to their continued growth.
The Challenge
Taking Shape’s existing analytics stack was holding the team back:
Lack of Real-Time, Unsampled Data: Existing analytics tools, including GA4 and others, couldn’t provide real-time, unsampled data to understand customer behaviour fully.
Stability and Tracking Limitations: Stability issues, vendor dependencies, and lack of tracking capabilities hindered effective optimisation, error recreation, and troubleshooting.
The team needed a reliable, comprehensive analytics platform that could deliver the depth of insight required to optimise their online experience across product listing pages (PLPs), product detail pages (PDPs), and their overall conversion funnel.
The Solution: Streamlined Implementation, Immediate Impact
Taking Shape partnered with Insightech and saw results quickly:
- Streamlined implementation and onboarding was completed in weeks, leading to immediate impact and boosts to team efficiency
- Real-time, reliable insights from Insightech on user behaviour and site performance replaced GA4 as the team’s primary source of truth
- Auditing key content, PLPs/PDPs, and the overall conversion funnel using Insightech data, with changes delivering incremental uplifts
“Insightech offered the perfect balance of price and service, overcoming GA4’s usage thresholds, to unlock onsite reporting and provide insight into our customer’s online behaviour.”
With Insightech’s click analytics and element-level reporting, the team could see exactly how customers interacted with product listings - identifying which elements drove engagement, conversions, and revenue across their catalogue pages.
The Results
The partnership between Taking Shape and Insightech delivered measurable commercial outcomes:
- 18% initial conversion rate uplift driven by data-informed optimisation
- 25% revenue uplift from PLPs through targeted content and layout changes
- Implementation and onboarding completed in weeks, not months
- Real-time, reliable analytics replacing sampled data from GA4
Taking Shape continues to use Insightech to monitor customer behaviour, optimise their digital experience, and drive ongoing improvements across their online channels.
