The analysis covered data from January to October 10, 2024, focusing on user behavior, engagement, and eCommerce metrics. The goal was to understand trends, identify key areas for improvement, and provide recommendations to optimize user experience and conversion rates.
Active Users: 17.2K (down 12.8% from the previous period)
Pageviews per User: 4.5 (decreased by 25.1%)
Engagement Time: 1 minute, 6 seconds (dropped 40%)
New Users: 73% of traffic (up 12.8%)
A crucial part of the project involved understanding user demographics and behaviors. Key user trends, such as geographic distribution, device usage, and traffic sources, were examined.
Geography: The website attracted visitors from various regions, with the United States, Canada, and India being the top sources. This indicates a need to tailor content or campaigns to these key markets.
Device Usage: A significant 59.1% of users accessed the site via mobile devices, emphasizing the importance of mobile optimization. Ensuring a seamless mobile experience could help improve engagement metrics and conversion rates.
Traffic Sources: Direct traffic accounted for 65.3% of sessions, followed by organic search (16.9%) and email campaigns. The October 2024 newsletter contributed nearly 4% of traffic, showcasing the effectiveness of targeted email outreach.
GA4's event tracking data provided insights into user behavior on the site:
The eCommerce section revealed some concerns:
Recommendations include simplifying the checkout process, conducting A/B testing on checkout pages, and refining product descriptions to be more compelling.
Several challenges required strategic thinking and problem-solving:
Based on the analysis, key takeaways include:
This project demonstrated skills in data analysis and the ability to translate data into actionable business strategies. The insights and recommendations aim to improve user experience and drive business growth.