WEB ANALYTICS

LIVE PROJECT

Your name: Kashish Patel

Your blog’s name: ReviewFirst.in

Your blog’s theme: Review of Beauty Products

PART 1

1. Real-Time Report

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• How many users are currently on the Google Merchandise Store? How many of them are desktop users and how many are mobile phone users?

Your Answer:

There are currently 31 users on Google Merchandise Store. 81%(25) are desktop users & 19% (6) are mobile phone users.

Screenshot of relevant data:

1. Real-Time Report

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• Which pages are the most active and what percentage of users are present on these pages at that time?

Your Answer:

/Home page is most active page with 51.85% of active user are present at this page, followed by /Google+Redesign/New?tpt=…me1_en&sortci+newest+desc at 7.41% .

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• List the three locations from which the GMS receives the highest traffic.

1. Real-Time Report

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Your Answer:

United Kingdom, France & India are the top three locations from where GMS is receiving highest traffic.

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2. Audience Report

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• Create a user persona for the audience that is engaging the most with the Google Merchandise Store. To create the user persona, assess the most engaging demographics such as age, gender, etc., from the ‘Demographics’ report. Also, build on the interests of the user persona by deriving details from the ‘Interest’ report.

Screenshot of ‘Demographics’:

2. Audience Report

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• Create a user persona for the audience that is engaging with Google Merchandise Store the most. To create the user persona, assess the most engaging demographics such as age, gender, etc., from the ‘Demographics’ report. Also, build on the interests of the user persona by deriving details from the ‘Interest’ report.

Screenshot of ‘Interests’:

2. Audience Report

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• Create a buyer persona for the audience that is engaging the most with Google Merchandise Store. To create the buyer persona, assess the most engaging demographics such as age, gender, etc., from the ‘Demographics’ report. Also, build on the interests of the buyer persona by deriving details from the ‘Interest’ report.

User Persona:

Demographics

Age: 24-34

Gender: Male

Locations: United Kingdom, France, India

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Interests

Shoppers

Movie Lovers

Technophiles

Music Lovers

Business Services

Advertising & Marketing Services

Career Consulting

Staffing & Recruitment services�

Life Events

Job Change

Recently Moved

Starting New Job

Moving soon

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2. Audience Report

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• How many users are using Chrome, Firefox and Safari respectively? What are the bounce rates of each of these three browsers? What is the revenue generated from each of them?

Your Answer:

Chrome -38892, Bounce Rate-47.10%, Revenue-$715.80),

Firefox - 1377, Bounce Rate- 55.78%, Revenue- $0.00),

Safari - 8320, Bounce Rate- 51.66 %, Revenue- $4,190.09)

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Screenshot of relevant data:

3. Acquisition Report

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• Which channel is driving the highest volume of traffic (number of users) to the GMS? What is the percentage of new users in this channel (%) and what is the bounce rate (%)?

Your Answer:

Organic Search have highest volume of traffic with 30,085 Number of users, 57.24% is the percentage of new users in this channel, Bounce rate of this channel is 53.76%

Screenshot of relevant data:

4. Behaviour Report

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• Which landing page has the highest number of sessions? Determine the percentage of new users (%) and the bounce rate (%) for this landing page.

Your Answer:

Home page has the highest session of 33018, 50.78% are the new user percentage for this page , with the bounce rate of 48.13%.

Screenshot of relevant data:

5. Conversion Report

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• From the goal visualisation, identify the goal conversion rate (%) at each stage of the funnel.

Your Answer:

Cart : 18.93 %

Billing & Shipping : 48.39 %

Payment : 26.83 %

Review : 61.21%

Purchase Completed : 1.50 %

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Screenshot of relevant data:

5. Conversion Report

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• Find out the conversion path that had the highest $ value of conversion.

Your Answer:

The Organic Search is the highest $ value conversion path with conversion value of $ 356.60

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6. Final Report

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• Present your data in the form of a story.

Your Answer:

Audience Report: The demographics which is part of the audience report have given an idea of how traffic pattern is distributed among demographics.

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Acquisition Report: These reports tell about how different channels are performing based on Users, sessions, average session duration, and bounce rate, etc. for example organic Search is the best-performing channel in terms of User traffic, Bounce rate, and revenue,

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Behavior Report: The next important report is the behavior report helps us to identify how users are interacting and engaging with the website. How the user is moving one page to another page, or one screen to another.

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Conversion Report: Conversion reports tell how each goal is performing, I can track user actions like Purchase, Billing, Newsletter signup etc on the website along with the conversion rate .

• Among the top 10 landing pages according to sessions, which ones’ content should the GMS optimise? (Hint: The highest bounce rates indicate that the number of people moving away is the highest for these pages as compared with the others, and hence, their content can be optimised to make them more engaging/relevant.)

7. Optimisations

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Your Answer:

Two pages mentioned below has bounce rate more than 70% so GMS should optimise these two pages /store-policies/frequently-asked-questions/home has bounce rate 76.20% & /google+redesign/lifestyle/bags has bounce rate is 72.41%

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Screenshot of relevant data:

7. Optimisations

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• Your brand has the option of either running an SEM campaign or investing in Search Engine Optimisation. Based on the channels of acquisition, which one should GMS focus on and why?

Your Answer:

GMS should focus on SEO as this channel(organic search) is contributing in generating maximum traffic (56.36%). As there is no extra cost involve like SEM this channel has highest ROI.

Screenshot of relevant data:

7. Optimisations

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• GMS is trying to get ‘new’ users to their website by using an email campaign. If they were to target a particular demographic, then which age group and gender should they focus on? (Hint: To understand which demographic to focus on, you can refer to the audience report to see where GMS is getting the maximum percentage of ‘new’ users from, as opposed to repeat users.)

Your Answer:

Screenshot of relevant data:

Google Merchandise Account should focus on male audience

age between 25-34 as they are leading to maximum traffic.

PART 2

8. Optimizations

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• List 3 measures that you would take to optimize your blog, based on the data insights from your blog

1. In audience report I have seen 100% bounce rate on UC Browser. This means every person who visited landing page through this browser left my website from the landing page without browsing any further. I need to diagnose the same.

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• My Organic Search contributing only 12.30% and not providing great results hence I need to work on Search engine Optimization. I have published 2 blogs long back after that no activity on site. I need to continuously post new blogposts on the website to be in race of organic traffic.

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• In One of my blog page (http://reviewfirst.in/contact-me-kashish-patel/) has 100% bounce rate. The reason for this is that I have not updated any contact details on that webpage. Hence, I need to work on it by uploading contact details.

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9. Final Report

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• Present your data in the form of a story. (Note: Explain the impact of the email campaign as well.) This should capture a holistic picture of the platform's performance and analytics (audience, content, acquisition channels and conversion paths) This should be no more than 500 words.

Your Answer:

I have started tracking my blog ReviewFirst.in through Google Analytics. And I can see various reports in GA related to my blog. I have gone through different reports and got to know insights about my blog data and the visitors to the blog.

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Audiences Report in analytics reports tells me the behavior and interests of the users that help me in identifying the business. In Demographics, I could see that Female users aged between 25-40 are the maximum number of visitors. The male-female ratio is 19% to 81% respectively.

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My Blog has captured maximum traffic from India, followed by USA & Canada. Delhi has shown the best performing city for the blog with the bounce rate of 33% followed by Mumbai. Another important point is returning visitors are only 16% for my blog which is below average. Returning visitors are an indicator of how powerful the brand is, which means I have a lot of work to do on this blog to make this attractive and useful blog for the people who are visiting.

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Frequency Reports also tell that 80% of visits are done on 1st and 2nd time hence returning users are not there. Content has to be great which is lacking here. One browser (UC Browser) is creating issues and returning a 100% bounce rate.

I can see that 62% of my user are mobile and the remaining 38% are using a desktop site.

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Content reports tell how visitors engage with pages of the website. For example, the All Pages report shows that the home page has the highest visitors but has a higher than average bounce rate indicates user engagement is less on that page due to content. I can practically relate to this that the home page really has nothing to showcase. /blog page is the 2nd higher visitor but lowest bounce rate i.e. 16%. This indicated that this page is having good content and this is clearly visible to anyone.

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Acquisition report is showing that Direct Search contributes 70% of traffic to my blog followed by Email. While Organic search is contributing only 12% which is below average. As organic search is one of the very important aspects of healthy content, I have to look into Search Engine optimization. I need to work on & off page SEO. One more thing I have observed is that periodic update of blog content is very much required to attract organic traffic which was missing.

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Email marketing campaign has given a boost to the traffic and awareness, with the analytics data I can see the rise in traffic under the email channel after the campaign between 8^th Nov 2021 to 13th Nov 2021. Email is now contributed 40% of traffic since then emerge as the highest traffic-generating channel.

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