Web Analytics Evaluation
Anna Feldman, Brianna Casas, Katherine DuVal,
Medhaswi Paturu, Victoria Haber
May 8, 2023
Team
Anna Feldman
Data Analytics & Visualization
Brianna Casas
Museums and Digital Culture
Katherine Duval
Museums and Digital Culture
Medhaswi Paturu
Information Experience Design
Victoria Haber
Information Experience Design
Table of Contents
Introduction
01
02
Methodology
03
Findings & Recommendations
04
Dashboard Demo
Introduction
Research Objectives
Methodology
#2 - Analyzed
#1 - Interviewed
#3- Visualized
#4 - Digested
Explored data in GA to identify key findings.
Interviewed Smithsonian Associates to understand research objectives.
Created charts, graphs & dashboards to communicate trends revealed.
Built data-driven recommendations in our four key focus areas into a written report
Landing Page Experience
Key Finding #2
Key Finding #1
Higher bounce rate on mobile compared to tablet and desktop users, alongside a higher purchase rate for tablet and desktop users.
Top landing pages are also top exit pages.
Landing Page Experience
Key Finding #1
Users enter and leave through the same pages.
Landing Page Experience
Key Finding #1
continued
Landing Page Experience
Key Finding #2
Mobile devices have a higher bounce rate vs tablet & desktop
Tablet and Desktop Traffic are high revenue generators when compared to Mobile
Landing Page Experience
Recommendation #1
Recommendation #2
Improve landing page content by conducting audience research and user testing.
Responsive design for mobile and simplify
the purchase process on mobile devices.
Product Performance
Key Finding #2
Key Finding #1
Key Finding #3
The top three revenue earning products were identified as
Circle of support, Contributor, Associate, La Grande Fete 2023
Top revenue earning products outside of donor-based products are courses under the Art & Architecture category
All product interest groups have consistent engagement rates, which does not reflect equally in conversions
Product Performance
Key Finding #1
The top three revenue earning products were identified as
Circle of support, Contributor, Associate, La Grande Fete 2023 which are all membership or special event focused categories.
* (not set) represents membership generated revenue
Product Performance
Key Finding #2
Top revenue earning products outside of donor-based products are courses under the Art & Architecture category, with the highest earning over $7,000.
Product Performance
Key Finding #3
All product interest groups have consistent engagement rates, which does not reflect equally in conversions
Product Performance
Recommendation #1
Recommendation #2
Narrow down the segmented audiences strategically based on user behavior and demographics. Feature personalized course recommendations for users.
Featuring the courses on different parts of the website, and promotion on social media might help build more traction to these courses.
Acquisition and E-Commerce
Key Finding #1
Customer acquisition through paid search accounts for the highest e-commerce conversion rate among all traffic channels. Organic search has the second highest e-commerce conversion rate, but the drop-off is significant.
Acquisition and E-Commerce
Key Finding #2
Email acquisition generates the most users, sessions, and total revenue. Direct traffic is just behind, and accounts for a slightly higher percentage of new users and e-commerce conversion rate.
Acquisition and E-Commerce
Key Finding #3
Wiland Display and Wiland Facebook have the highest bounce rates (96.32% and 84.28%, respectively.
Acquisition and E-Commerce
Recommendation #2
Recommendation #1
Recommendation #3
Invest more in paid search.
Increase email marketing campaigns. Investigate the source of direct traffic further to determine how it can be minimized and how the users reflected in direct traffic can be properly tracked.
Consider moving away from marketing associated with Wiland Display and Wiland Facebook.
Purchasing Behavior
Key Finding #2
Key Finding #1
The checkout process produces barriers to completing purchases.
Returning users bring in more value overall than new users.
Purchasing Behavior
Purchasing Behavior
Recommendation #1
Simplify the checkout process for all users, particularly addressing those on mobile devices.
VIEW CART
GUEST CHECKOUT
PAYMENT + ADDRESS INFO
DONE
Purchasing Behavior
Recommendation #2
Capitalize on returning user value through targeted campaigns and create incentives for new user purchases.
Refer
a friend
Early access to programs
Deals & promos
Transition to GA4
Recommendation #2
Recommendation #1
Recommendation #3
Set up ecommerce tracking in GA4.
Create additional conversions in GA4.
Track unassigned traffic in GA4 using UTM parameters on campaigns.
Dashboard / UA to GA4