Mintus is a fintech startup based in London, UK. Mintus allows investors to buy shares in otherwise-inaccessible multi-million pound artworks.

The Brief

Mintus engaged Craftwork to design and implement a full website tracking solution and produce clear, dashboard-based reports for senior stakeholders.

With a brand new website in development and a complex user journey, it was vital to track the behaviour of users from entering the website to placing an investment.

The Website

The website was a bespoke JavaScript (React) build and, with Craftwork involved during development, allowed for granular custom events to be implemented by the web developers that could be picked-up by Google Tag Manager.

What We Did

Design and implementation of a bespoke, best practice Google Analytics configuration

Implemented via Google Tag Manager to allow marketing teams to upgrade and maintain the implementation in the future without developer input

Tracking of the investment performance of individual artworks using Google Analytics’ eCommerce feature set

Definition of primary and secondary conversion points and corresponding goal configuration, providing counts of account registrations, logins and deposits and key contact points (telephone, email and contact forms)

The Outcome

Robust, granular reporting of all website key performance indicators (KPIs) that succesfully captured the complete user journey and key drop off points

Google Data Studio dashboard to present pseudo-real-time website performance data to senior stakeholders in a digestable format, with simple 'one click' month on month and year on year comparisons

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