Name : VAIBHAV SHARMA

Branch : AIML Section : B

Enrollment No.: 20217711621

Subject : Web Intelligence

Assignment 2
Task 1
1. How many total users and new users visited the website during the selected time period?

Total Users : 22000

New Users : 19000

Bounce Rate measures the percentage of users who visited a single page and left without taking
further actions, like clicking to other pages.

A 49% bounce rate generally indicates moderate engagement. Since it’s below 50%, a good portion of
users are interacting beyond the initial page, suggesting that they find some value in the content or
navigation.

Example: With a bounce rate of 49%, the engagement level appears to be balanced. Nearly half of the
users are exploring the website further, indicating that the content and navigation are effective but
could still be improved to encourage more engagement.

3. Is the average session duration indicative of good or bad user engagement? Explain Why.

Average Session Duration reflects how much time users spend on the website per session.

A longer duration typically indicates good engagement, as users are spending more time exploring the
content. However, if the site’s purpose is quick information delivery, a shorter session may be normal.

For example: “An average session duration of 2 minutes and 30 seconds suggests decent engagement,
as users spend time exploring content. If the session duration were significantly shorter, it might
indicate that users are not finding the content valuable or easy to navigate.”

Based on the data an average session duration of 3 minutes and 39 seconds is strong, reflecting that
users are spending time on the site, likely reading content or interacting with features.
Task 2:

Questions:

1. Which channel brought in the most traffic, and why do you think this is the case?

The Direct channel brought in the most traffic with 68,362 sessions. Direct traffic generally includes
users who visit the website by typing the URL directly into their browser, using bookmarks, or by
other means that bypass traditional referral sources. The high direct traffic could indicate strong brand
recognition or returning users who are familiar with the site. It may also include traffic that Google
Analytics couldn't attribute to a specific source.

2. Which channel had the least traffic? Provide one suggestion to increase traffic from this
Channel.

The Paid Other channel had the least traffic with 54 sessions. This channel could be improved by
refining the paid advertising strategy, such as:

● Increasing Targeted Ad Campaigns: Experiment with new ad platforms or networks to reach a

Questions:

1. What is the most common landing page, and how do users interact with it?

The most common landing page is the home page ("/"), with 96,256 views and 53,691 active users.
This high volume of views suggests that a majority of users start their journey here.

User Interaction: The home page has a low average engagement time of 18 seconds and only 1.79
views per active user, indicating that users might not be engaging deeply with the content on the home
page or are quickly moving to other sections of the site. This could mean that users are either
navigating quickly to their intended destination or are not finding what they need on the home page,
leading to potential drop-offs or swift exits.

2. Are there any significant drop-offs on certain pages? What improvements could be made to
reduce these drop-offs?

Home Page: The low engagement time (18 seconds) on the home page suggests it might be a point of
drop-off. To reduce this, consider:

● Improving Visual Hierarchy and Navigation: Make popular categories, promotions, or search
functions more prominent.
● Clear Calls to Action (CTAs): Adding prominent, enticing CTAs to guide users deeper into
the site.
● Personalization: Offering personalised content or recommendations based on previous
interactions or browsing behaviour.

Search Page ("/search"): Although not a direct indicator of drop-offs, the search page has 10,069
views with an average engagement time of 49 seconds. Users may be spending time searching but not
finding what they need, leading to possible frustration. Improvements here might include:
 ● Enhanced Search Functionality: Improve search relevancy by providing better filters,
autocomplete suggestions, or personalised results.
● Quick Links and Popular Searches: Show trending items or categories to give users a starting
point, potentially reducing search time and improving satisfaction.

Checkout Page ("/checkout"): With a high engagement time (2 minutes and 9 seconds) but fewer
active users (3,342), users who reach the checkout page are likely to complete their purchases, but any
drop-offs here could be costly. Potential improvements:

● Streamline Checkout: Make the checkout process as simple and quick as possible.
● Provide Trust Signals: Adding security icons, customer support options, and transparent
return policies can reassure users and reduce hesitations at checkout.

Insights:
Strengths:

● High Traffic from Direct Sources: The Direct channel has the highest volume of traffic,
indicating strong brand recognition or loyal returning users.
● Engagement on Transactional Pages: Pages like /checkout and /shop/apparel/mens show
higher engagement times (over a minute each), suggesting that users are spending time
making purchasing decisions or exploring product details.
● Revenue Generation from Checkout: The checkout page is the main source of revenue,
indicating that users who reach this stage are likely to convert.

Areas for Improvement:

● Low Engagement on the Home Page: The home page, while driving the most traffic, has a
low average engagement time (18 seconds) and low views per active user, potentially leading
to high bounce rates or quick exits.
● Underperforming Traffic Sources: Channels like "Paid Other" and "Paid Search" have low
traffic and engagement, indicating a need for better targeting or more effective ad campaigns.
● Limited Interaction on Search Page: Users spending time on the search page may not be
finding relevant results quickly, as shown by moderate engagement (49 seconds) but fewer
views per user.

Actionable Recommendations:
Recommendation 1: Optimise the Home Page for Better Engagement

Since the home page attracts the most traffic but has low engagement, it should be optimised to
encourage users to explore more deeply. This could include:

● Clear Navigation and Featured Sections: Highlight popular categories, new arrivals, or special
offers.
● Personalised Content: Use visitor data to display personalised product recommendations or
recently viewed items.
● Engaging Visuals and CTAs: Create compelling CTAs and visuals that capture users' attention
and guide them toward key areas like product categories or the search bar.

Recommendation 2: Enhance Search Functionality for Better User Satisfaction

The search page plays a vital role in helping users find products quickly. To improve the experience:

● Implement Advanced Search Filters: Allow users to filter by category, price range, popularity,
etc., to improve result relevance.
 ● Auto-Suggestions and Trending Searches: Help users by displaying popular search terms or
auto-suggesting keywords as they type.
● Optimise Search Algorithms: Use machine learning or other technologies to provide more
accurate and relevant results based on user intent, which can reduce bounce rates and improve
conversions.

Recommendation 3: Improve Paid Campaign Effectiveness for Targeted Traffic Growth

Channels like "Paid Search" and "Paid Other" have low traffic and engagement, signalling
underperformance in paid advertising efforts. To improve results:

● Refine Audience Targeting: Use demographic data and behaviour analysis to better target ads
toward audiences likely to engage and convert.
● A/B Test Ad Creatives and Landing Pages: Experiment with different ad designs and
messaging to find the most effective combinations, and ensure that the landing pages align
with ad content to improve user experience and conversion rates.
● Increase Budget for High-Converting Channels: Based on successful ad tests, allocate more
budget toward channels with the highest engagement and conversion rates, such as Organic
Search and possibly Email.