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Gr10 - Web Analytics Assignment

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13 views

Gr10 - Web Analytics Assignment

class assignment

Uploaded by

meghnar27
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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E-Commerce Assignment : Web Analytics for Google Merchandise Website

Date – 18th September’24


Prepared by : Group 10

1. What are some of the questions that Google Merchandise should ask about their website ?

Some questions that Google Merchandise can ask about its website to understand how the website is
performing to add value to its brand and increase revenue, are as below :
 How are users finding the website ?
 Which channels are driving the most traffic volume ?
 How long do users stay on the website/ what is the user engagement duration ?
 What is the geographical spread of the website traffic ?
 Are we attracting repeat customers or mostly new visitors?
 Which pages are the most engaging?
 What devices and platforms are users accessing the site majorly from?
 How often do customers make repeat purchases, and what is the time between orders?
 How many conversions have occurred in the last week, and last month ?
 Are there any technical issues (404 errors, server downtime) affecting user experience?
 How does the website’s traffic and conversion rate compare to industry benchmarks or
competitors?

2. How can Web Analytics be used to answer the questions framed in the previous question above?

Web Analytics can be utilized here to answer many of the questions from above. By analysing some of the
popular web metrics, Google Merchandise can get answers to its questions :

 How are users finding the website ?


Metric – Acquisition Channels

Interpretation - Direct and Cross-network channels drive the highest user volume. This signifies
that users land on this website only when they are specifically looking for it, as search-engine
traffic is pretty low.
 Which channels are driving the most traffic volume ?

Metric – Traffic Acquisition Channel wise

Interpretation – In line with the user volume, direct and cross-network channels drive the highest
traffic. This signifies that users land on this website only when they are specifically looking for it,
as search-engine traffic is pretty low.

 How long do users stay on the website/ what is the user engagement duration ?
Metric – User enagement

Interpretation – An active user, on an average, spends 8min 14sec on the website. Hence, it is
important for the brand to craft a user journey that can lead from search to basket to purchase in
that time for more conversion

 What is the geographical spread of the website traffic ?


Metric – Active user count, on spatial map
Interpretation – This density spatial map gives an idea of which areas are driving the website
traffic. Ad campaigns can be created accordingly using this information.

 Are we attracting repeat customers or mostly new visitors?


Metric – Unique Visitors vs Total Visitors

Interpretation – With 28K returning users in last 1 month, it is ~45% of total users this month. This
is a fairly high number which signifies that the stickiness of the website is not sufficient to hold
onto repeat visitors.

 Which pages are the most engaging?


Metric – Page Engagement

Interpretation – The page “game_board” has the highest engagement, followed closely by others.
This could be by design because of the nature of the other pages where a user do not need to stay
for long. If that is not the case, then the company will have to find the reason for why other pages
do not have as much as landing as the 1st one.
 What devices and platforms are users accessing the site majorly from?
Metric – Session info

Interpretation – ~90% of users access this webpage via mobile, and preferred browser is Chrome.
The company has to ensure that the webpage is designed accordingly, and is compatible to be used
on mobile phones.

 How many conversions have occurred in the last week, and last month ?
 How often do customers make repeat purchases, and what is the time between orders?
Metric – Purchase Journey

Interpretation – The first step itself in the purchase journey has 100% abandonment rate, which if
not corrected will never lead to sales conversion – the ultimate purpose of the website

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