About Greyder
Its story began in 1956 in a small workshop founded by İsmail Kavlu. More than just starting a business, it was a passion to pass on a legacy of craftsmanship and family values to future generations. This spirit, based on traditional handiwork, continues to illuminate its path today, as it has for three generations.
With 105 stores in Türkiye and 30 abroad, it takes pride in carrying this legacy, spanning over 65 years, to all corners of the world.
What did we do?
Greyder migrated its web infrastructure to a Single Page Application (SPA) structure on July 17, 2025. However, this radical change brought with it one of the biggest challenges in the digital marketing world: the differentiation of user behavior due to the new structure and cookie consent processes.
The sudden drops observed in traffic data (Sessions and Users) were initially perceived as a “performance loss.” At this point, our data team stepped in and initiated a strategic process to analyze whether this drop was a real loss of users or a tracking problem.
The Data Team’s Solution Approach
Our team not only reported the data but also optimized the technical infrastructure by addressing the root cause of the problem:
- Channel Consistency (UTM Persistence): We determined that in the new infrastructure, UTM data was lost until users approved the “Consent” (cookie consent) banner. With the solution we developed, we stored the user’s UTM information at the time of site entry in the browser’s storage and re-triggered it upon confirmation, stabilizing the channel structure (Direct, Organic, etc.). This made the performance of marketing channels measurable in a realistic way.
- Data Literacy and Performance Analysis: Contrary to the perception of “traffic is decreasing,” we proved that sales (Transactions) and revenue data showed an increase.
- User Intent Analysis: Despite a limited decrease in Pageviews, the 12.5% improvement in Bounce Rate confirmed with data that the user base visiting the site is now a much “high-intent” and high-quality audience.
Before migrating to the new structure, there were only around 10-15 events. Today, with a much more comprehensive event architecture in place, there is virtually no data left untracked.
Result: Approximately a 2x Increase in Efficiency
Thanks to the analyses and guidance provided by our data team, we have shown that Greyder has actually become a more efficient conversion process, rather than a traffic loser:
Payment Process Efficiency:
Significant improvements were achieved in the conversion rate from the checkout stage, where payment information is entered, to purchase through enhancements in event signalling processes.
Completion Rate:
By optimising the journey from Begin Checkout to Purchase, the efficiency of the checkout flow was increased by approximately 2x
In short, this study is a “data-driven decision-making” success that proves that focusing solely on “traffic count” in digital transformation processes can be misleading; and how the true potential of the business can be revealed with the right data architecture and funnel analysis.
What did they say?
Digital transformation is not merely about upgrading your web infrastructure; it is about maintaining data integrity and unlocking the hidden efficiency within user behavior. Rather than chasing superficial vanity metrics, our data team conducted an in-depth analysis to engineer a robust UTM persistence architecture. By closing the fundamental measurement gaps caused by cookie consent walls and optimizing our checkout funnel, we proved that a more focused, high-intent audience can drive true conversion efficiency. Today at Greyder, we don’t just track data; we manage it to create real commercial value and fuel sustainable corporate growth.
Ali Sarıkaya, E-Commerce & Digital Marketing Group Manager
In an e-commerce operation, the most expensive thing is a decision that looks right but rests on wrong data. The real gain of this project for us came before the improvement in checkout conversion — it was knowing that the rate was finally being measured correctly. Seeing channel performance as it truly is, pinpointing exactly where the funnel leaks, and turning that into something we can monitor daily has changed the way our team argues about performance. We no longer ask whether traffic dropped; we ask how much we lose at which step.
Ömer Baran Karadeniz, E-Commerce Data Analyst Specialist
Our Goals:
- Data Integrity: To stabilize the channel structure by protecting UTM data lost due to “Consent” after the SPA transition.
- Performance Analysis: To clarify whether the decrease in traffic is due to actual user loss or a measurement issue.
- Conversion Optimization: To increase funnel efficiency by improving checkout (payment) processes.
Results:
- Channel Structure: Marketing channels were made measurable in a realistic way with the developed UTM persistence solution.
- Checkout Efficiency: The Begin Checkout → Purchase conversion rate nearly doubled, increasing from 22% to 46.6%.
- Payment Process: The conversion rate from payment information step to purchase increased from 40.7% to 69.5%.
- User Quality: A 12.5% improvement in Bounce Rate proved that the audience visiting the site has higher intent.
