Client Case – darive Inspiration Sprint
How Kosmetikfuchs uncovered the real bottleneck.
Kosmetikfuchs is a digitally experienced company – but still, performance dropped after their latest relaunch. Until a darive in-depth analysis surfaced their problems.
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“When we looked at the analysis results – especially the session replays and the additional web analytics data that backed them up – it suddenly clicked. We saw exactly where our users struggled or dropped off, particularly on mobile. We couldn't reach such level of clarity out of our own efforts.”
Marcel Schnitzler, CEO,
Kosmetikfuchs.de – Schnitzler GmbH & Co. KG
Sector
Online Shop for Cosmetics
Size
~25–50 employees
darive Services
Inspiration Sprint, Tech Check
Key Outcomes
- Clearly identified funnel weaknesses
- Focus on critical login and checkout flows
- Prioritised idea backlog
- Foundation for an in‑house experimentation engine (darive Ability Track)
Data Sources Analysed
- CookieFirst Consent Management
- Google Analytics
- Google Ads
- Hotjar Session Replay
The Challenge
Kosmetikfuchs is far from being a digital beginner.
Over the years, they built solid tracking, tuned their campaigns, and prepared a next major relaunch – a more modern and convenient experience. And like it's always, such big changes need to begin feel familiar for their customers.
However, after go‑live, a difficult and persistent challenge appeared: Despite the better setup and polished UX, performance dropped in comparison to the old system. This was big enough to hurt, not clear enough to pinpoint at one or few obvious major problems – the cause disappeared in a sea of possible reasons and numbers. One major issue Kosmetikfuchs could identify and fix internally. But still, biggest part of that gap remained.
What they now needed, was a clean, honest view of where and why the new system was leaking performance – so they could actually focus on and soon fix the very right things.
Why darive
Kosmetikfuchs had been working with Thomas Gerstmann and darive for years on tracking, integrations and also on the last major relaunch itself, thus trust was already there.
Reason for the Inspiration Sprint was – despite that – the hard point that, although having dashboards and data, the team still couldn’t identify the relaunchs core problems and weaknesses by themselves.
The Inspiration Sprint brought exactly that:
- A structured deep dive.
- Big picture linked to most painful areas.
- Surfaced pains, bottlenecks – and – potentials to improve.
- Based on real insights – extracted out of their own data.
Further, as potential next step, darive is able to transform these potentials into a focused, realistic set of next moves the team can ship from within: The team gets empowered by training their own improvement and shipping muscle themselves – delivered and supported by darive Ability Track.
The result?
Understanding deeper. Lifting more, better and proven potentials for more efficient improvement. And – not being dependant anymore on a permanent black box of external expertise that sits outside the company.
“darive helped us to understand our shops new whole customer journey – and how it changed by comparing it to the old shop. On this basis, we could dig deeper into precisely identified and narrowed replay sessions – and suddenly the real issues became clear.”
Marcel Schnitzler, CEO,
Kosmetikfuchs.de – Schnitzler GmbH & Co. KG
The Process
The Inspiration Sprint runs on a clear and structured process – its applying the very same principles whether you look at a B2B funnel, a service journey – or like in this case at an online shop – or any other goals you might want to go for.
1Big picture first
Map the core of your complete customer journey instead of diving into single reports: Core journeys, channels, audiences, key touchpoints, system boundaries.
2Find the problematic zones
Put old vs. new setup side by side. Research in deep different traffic sources and device types. The pattern was here: The new experience underperformed, as it turned out especially on mobile. And this while mobile traffic share had grown. This brought a quiet, compounding shift that standard reporting would never put in spotlight.
3Deep‑dive into mobile reality
Combine web analytics data with session replay – in a very targeted and focused manner. You literally watch people get stuck on “simple” steps, lose orientation in overlays, crawl through forms. The shiny new “more convenient” login revealed itself as a hidden brake.
4Light up what used to be a dark corner
You notice that some of the most important questions can’t even be answered – because nobody ever tracked such details properly. In this case, we wanted to know if guest orders or email logins (instead of classic password logins) were problematic. So we stopped, add targeted events to tag management around these suspected problem zones, collect a few weeks of data, and so turned guessing into a confident diagnosis.
5Surface overloaded parts of UX
Overlays and summary screens try to do too much. Users like the features, but pay for them with lost “at a glance” clarity and extra friction. You see it in the replays – once you know where exactly to look for it – immediately.
6Turn insights into shipped outcomes
All these insights lands in one central document: A sharp analysis document with a clear focused management summary plus a deeper layer that connects data → insight → next move for every recommendation – something the team can actually use to decide, prioritise ideas, and start shipping ROI relevant improvements.
The Results
Clear focus
That vague “something isn’t working” feeling's gone.
The team now has clearly named weaknesses – especially in mobile, login and checkout – backed by hard numbers and real user behaviour from replays.
Prioritised backlog
All high‑impact ideas in one backlog, ranked by impact and effort.
The overloaded UI elements, the confusing login, the critical mobile steps – they’re no longer anecdotes, they’re ordered work.
Better measurability
New GA4 events now track the exact details –
Inside those funnel steps that used to be a black box. Now the team can run proper A/B tests on important hypotheses.
Capability growth
The organisation has once more seen what a structured darive Insight Sprint can surface –
and now can build that analysis and decision muscle internally with Ability Track.
And, deeper below the surface:
The CEO’s initial concern about somehow lost performance has shifted into a clear, constructive tension: Core problems are visible, understood, and actionable now. The Inspiration Sprint is catalyst for turning past problems into an engine that runs inside the organisations own Marketing team.
The Next Step for Kosmetikfuchs
The Inspiration Sprint was the first move from “we feel an urgent performance pain” to “knowing exactly where the brakes exactly are – and what to improve now”.
The real work for them starts now. Turning those issues into an ongoing shipping rhythm:
Regular check‑ins, clear priorities, and test cycles in 30–60‑day intervals – empowered by darive Ability Track. The company now starts building its own improvement and innovation engine. data inspires decisions. And all needed skills sit inside the very own team. Thus, finally, external help becomes a choice instead of dependency.
Your Next Step: The Benchmark Check
If such problems sound familiar – strong tools, capable people, but no clear story of where value could be leaking – the Benchmark Check is your first step – it helps to compare your current data practice with others being succesful in the field and what’s possible.
What is darive? –
Help modern CMOs turn data into action, fast.
The missing piece usually isn't data, but an operating rhythm: data → inspiration → decision → shipping → proof. Let's build less dashboards – and instead, let's gain more shipped outcomes and momentum.
Founded by Thomas Gerstmann (30+ years bridging UX, analytics, and strategy), darive helps modern CMOs lead with clarity, confidence, and an operating rhythm that makes marketing a visible growth engine:
- Less dashboards. More decisions. More momentum.
- People before metrics: Data informs, but teams ship outcomes.
- Data provides the signal. Human creativity and collaboration ignite the leap.
This combination is darives unique recipe.
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