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Google Analytics Web Report

Pierre-Clement LIHOUMRKT 32711/21/2016

Professor Pepe

https://pierreclementlihoublog.wordpress.com/

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Table of Contents

I. Dashboard.............................................................................................................................................3

Audience Snapshot 3Device 5Ecommerce 7Real Time 9SEO Performance 11Site Performance 12

II. Audience.................................................................................................................................................14

III. Acquisition.......................................................................................................................................... 17

IV. Behavior............................................................................................................................................... 19

V. Appendix................................................................................................................................................21

Appendix A 21Appendix B 22Appendix C 23Appendix D 24Appendix E 25

VI. WorkCited.......................................................................................................................................... 26

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I. Dashboard

Audience snapshot

Let’s take a quick look at the audience snapshot from October 7th 2016 to November 6th 2016.

By having a quick look we can notice that there is 89.2% of New visitor and 10.8% returning

visitor over this period of time. However, the bounce rate is relatively high with 54.52%,

meaning that 54.52% of the viewer don’t interact with the website and tend to immediately leave

the website.

Concerning the Average Pages per visit, there is an average of 3.64 meaning that on average,

each user looks at 3.64 pages per visit for an average visit duration of 1:57 min.

Now let’s have a look at which devices are used to look at which device are used to go on this

website. According to the report, 88,222 sessions so 83.20% of the total of visit are made via

desktop device, 15,385 (14.51%) are made via mobile device and 2,426 (2.29%) are made via

tablet.

Out of this numbers, if we take a closer look to the mobile and tablet devices, without

analyzing the data, people might say that concerning the mobile visits, it is mainly coming from

IOS devices with 5,930 visits so 38.54% of the 15,385 visits, compared to 5,187 so 33.71% for

Samsung and Google mobile. However, the “other” section represents 4,266 visits so 27.75% of

the remaining mobile devices, and, most of the “other” mobile devices are running on Android

platform. That’s why both sides and especially android user for mobile devices have to be taken

into consideration, especially with the exponentially growing mobile users.

On the other hand, the tablet users are mainly IOS users with, 1,668 so 68.76% of all the tablet

sessions done in the period of October 7th to November 6th.

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Now, what’s interesting is to compare it to the previous month, the period of the 7 th of

September to 7th of October. The number of visits on that period was only 77,520 so a lot smaller

than the one from the next month. Also, if we take a closer look to the type of visitors, the

number of new visitors during that period was 86.1% and 13.9% of them were returning visitors.

This means that even if on the next month time the number of visits increased, the proportion of

absolute unique visitors also increased.

Moreover, if we take a closer look at the three elements, Bounce Rate, Average

Pageviews and Time on Site relation. We can notice that over one month the bounce rate

increase from 47.81% to 54.52%, the average Pageviews decreased from 4.58 to 3.64 and the

average visit duration decreased from 2:24 to 1:57. Meaning that even if the number of visits

increased, the number of involved visitors decreased.

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Device

Now let’s have a quick look at their device section. In this section we can notice the

different devices used by users and which devices have been used to purchase a product and

what is the revenue per device and the revenue per user, the average amount spend per a specific

user. In that example we can notice that the biggest Revenue per device is based on desktop with

a revenue of $202,773.64, 95.6% of the total revenue on the period of time between the 7 th of

October and the 6th of November. The revenue percentage is calculated by adding all the revenue

per user and then finding the percentage of each one. Let’s take the example of the desktop one,

it’s calculated by dividing 2.62 by 3.88 (2.62+0.65+0.61) and multiply by 100.

These numbers don’t really help us to base our digital marketing strategy. However, by

looking at the results from the previous month (screenshot below) it’s directly clear that

something has changed. The revenue per user has literally changed and we can notice that the

revenue per user on mobile device have been multiplied by 3.4 and the revenue per user on tablet

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devices have been multiplied by 2.65. This really show that users are more and more willing to

buy through their smartphone or tablets.

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Ecommerce

For the eCommerce sections, the overall look and interpretation, we can have for the period

of October 7th to November 6th, is the fact that they have a conversion rate of 1.28% with a Total

of $212,100.07 in revenue for a number of 106,033 visits with 1,361 transactions and an average

order value of $155.84.

Moreover, if we look at the device used to purchase, we can see that 95.6% of the revenue

($202,773.64) are coming from desktop devices which represents 83.20% (88,222) of the total

number of visits.

However, what’s interesting to see,

is the Visits and Product Revenue by

Source. In fact, as you can see on the

screenshot , YouTube and referral

represent 45.67% of the total number of

sessions, but none of them coming from

these sources buy a product after arriving on the website representing a null conversion rate.

On the other hand, people coming from direct search (typing the URL directly in the search

bar) represent only 9.95% of the total number of Sessions but represent 51.53% of the product

revenue! Meaning that people are more willing to buy by coming via direct search.

Moreover, what is interesting to see in this section is not only the conversion rate, the

revenue etc., but what products are selling well and does the implementation of new product is

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doing great or not. This is where the interesting part starts. In fact, if we narrow the period of

time from 31st of October to 6th of November, we can see that 41.54% ($88,111.45) of the

revenue made from October 7th to November 6th have been made over a week only!

This is showing how good the launch of the Nest products is. In fact, if we narrow the

research from October 7th to October 21st, we can see in the Top 10 products by revenue that the

Nest products are not there, however, on the period of time from the 31st of October to November

6th we can see that the top 5 products are actually Nest product which represent 64.13%

($56,503) of the revenue made over this week.

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Real-Time

The Real-time section allows us to monitor the activity on the site as it is happening. As we

can see in the example bellow, there were 17 different visits at this specific time and the number

was constantly moving.

This section also allows us to know from where the user is coming from, if they arrive from

Social media, Organic search, referral, direct or paid search. In this example, we can see that

nearly half on the user where coming from Social media. Moreover, we can also see from which

devices the users are coming from, with a large number of desktop user (94.12%).

However, what is interesting to see is the action users are taking and from where to where

they are going. In the example bellow, we can see in the Page Title section two different colors,

green and red. This is constantly changing as red color that there is a movement of one or more

users out of this page and green means a movement to this page. This helps track the efficiency

of the website in real time. In the screenshot below we can see that the page title “Home” is in

red, meaning that one or more user left the homepage, saying like that it sounds like, it’s bounce

rate, but it’s not only that. In fact, if the title page home is turn red and the traffic number

decrease, then it is considered as bounce rate. However, on this example the traffic number

didn’t change and the “Headgear Apparel” and “Nest-USA” turn green, which help us to

understand that users went from the homepage to the Nest USA and Headgear page. This is good

indication as the Nest Page is new, it shows that consumers are interested about the page and

decide to go to this page directly from the homepage.

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SEO Performance

The SEO performance section helps us to understand the different elements on an SEO point

of view. In fact, it gives us many information, the first one, it calculates the number of visits

coming from SEO which is available on different other tab and discussed above, but the

important element is to know on which page they most land to and which Search engines is most

used.

In the period of time between October 7th and November 6th, we can notice that the most landed

page is directly on the home page 83.72% (22,825 sessions). This is good to base their strategy,

meaning that their Organic search and the URL used in their text ad is redirecting to the

homepage, by having this information, they could build their homepage in a way that the user

will be able to easily navigate to the different other pages and the section directly from this

landing page.

The other information to take into consideration is the graph below. This graph gives

information about which Search engines is most used to search and access to the website. In this

example below, we can see that the main search engine used is, without any surprise, Google

(97.2%), followed by Baidu 2% (a Chinese web service provider, which have 79.48% of the

Chinese search engine market share). This information helps to build the company SEO strategy

by trying to adapt their website to the specific algorithm.

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Site Performance

The site performance allows us to see how the website is performing on different internal

elements. In fact, it helps us to know the average page load time which is a really important

component not only on an SEO point of view, but on a bounce rate and consumer experience of

the website which will lead or not to a conversion. Many marketers will say that the page speed

is not their bad, and shouldn’t invest in it. They will say that it might be expensive to make

changes to gain only 1 or 2 seconds and that the loading time mainly depend on the viewer’s

internet connection.

The fact is that; they don’t realize how important it’s. Amazon did a research on the fact that

if their website is slower by 1 second on the page load time they will lose up to $1.6billion in

sales. That’s why as we can see on the screenshot below, there is a strong need for page speed

improvement as they are on average at 6.18s to load. Moreover, if we take a closer look we can

see that the main problem is coming from the homepage which is even more important, as we

saw above, that most people are redirected to the homepage and the main landing page of the

website is the homepage.

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Another element to look for is the page Load time by browser and the correlation between

the browser used, the number of sessions and the average page load time. As we can see on the

table below, the three most used browsers are Chrome (63.28% of the number of sessions) and

an av. of 5.71s, Safari (28.93%) with an av. of 7.86s and Firefox (3.18%) with an av. of 11.03s.

This show us the problem occurred on FireFox and Safari, indicating a need of improvement

with Safari as they represent more than 1/4th of the total of Session and as an important Average

Page Load time.

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II. Audience-Overview

In order to base our Marketing strategy efficiently it is good to look at 5 main elements, the

location, the new against repeat visitor, the frequency report, the engagement and the technology

and mobile report.

By looking at the Location report, we can notice that the country with the most important

number of sessions is the United States with 32,925 sessions over the period of 7 th of October to

6th of November. However, this only represents 31.05% of the total number of sessions over that

time period. In fact, the 6 next countries put together represent 31,841 sessions so 30.03% of the

total number of sessions. If we take a closer look at the numbers about Bounce Rate,

Page/Session and Average session duration, we can observe in the screenshot below

(representing the bounce rate comparison of the countries), that the bounce rate is really bad for

the next 6 countries and same for their Page/Session and Average session duration. This means

that there is a problem in that section as it means that most visitors coming from those countries

don’t spend time and will not be potential conversion and source of revenue. This might be due

to the language barrier as the website is only available (by adding “/?hl=fr” after the.com, for

example, the website don’t translate or go into French language).

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Then let’s take a look at the new against returning visitor over a two-month period.

As we can see on this two graph with

the Blue Section representing new

visitors and green one representing

returning ones. We can see that over a

period of two months the number of

new visitors increased by 5.2 points which lead to a decrease of returning visitors percentage by

5.2 points. This could be a good news, as it means that

the website attracts more and more new visitors. However, if we take a closer look to the results

and revenue by type of visitors. We can see that the conversion rate and revenue per new visitors

is way lower than for returning visitors. In fact, conversion rate per new visitors is 4.16%

compared to 0.71% for new visitors. Moreover, 57.28% of the total revenue is made by the

17,651 sessions made by the returning visitors representing 16.65% of the total sessions. This

means that a marketing strategy need to be done in order to keep the returning visitors and also

make new visitors into returning visitors, with loyalty programs or other incentive strategies.

After analyzing the differences between new and returning visitors it easy to know the results

from the frequency reports due to the high number of new visitors. However, what’s interesting

to look is the engagement of these visitors, to see how much time they spend per session on

average.

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In order to base our marketing strategy, we need to take into consideration what the e-commerce

strategy is, do we want to be more like Amazon, which mean having a two click buying process,

or do we want to base our strategy on giving time to our consumer to consider the product and

then maybe send email email marketing promotion or incentive to make him decide on his/her

final decision.

If the decision is to go with the first idea, then the results presented in the report are relatively

good as 74.32% (78,806) of the Sessions are made in less than a minute. However, if the

strategy is to go on the opposite way, then something has to be done to keep the visitors on the

website.

Finally, the Technology and mobile report, some of this has already been explained in the

audience snapshot in page 3. However, what’s also good to take into consideration is to analyze

the shift in devices. As we can see in the appendix A, even if the percentage out of the total

number of Sessions decreased on mobile and tablet devices, the number of sessions made via

these devices increased. This increase indicates a need to have a mobile friendly website, either

adaptive of responsive.

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III. Acquisition-Overview

The acquisition section helps us to have information about specific AdWords, the cost per

Adwrods, which traffic brings to the website, from where (social media, organic search, referral

etc and more especially know what is the Return on Investment (ROI) of specific Keywords,

Group of Keywords or Campaign launched. This helps to evaluate the different performances.

First, as you can see on the graph on the left,

representing the repartition of the Top Channels from

which the Sessions are coming, you can observe that

nearly half of the session made over the period of time of

October 7th to November 6th are coming from social

media. Moreover, 77.4% of the total of Session are

coming from two channels, Social and Organic Search.

This information is important in order to analyze how effective our campaign or use of Keywords

are in just a quick look.

Now if we take a closer look to the top channel presented which is Social, we can observe

that the social network with the biggest number of sessions (48,421, which represent 98.63% of the

Social channel sessions) is YouTube. However, if we take a closer look, we can notice that

YouTube is good to bring New Sessions to the site, but also provide a High Bounce Rate

(71.70%)with low pages per session (1.47) and low average time per session (29s). The other

element we need to take into consideration is the fact that this social Network has a null conversion

rate, which mean even if it brings in many new Sessions, these new users don’t buy anything after

being redirected to the website.

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This is important to build the Marketing strategy and allocate resources. In fact, do we

just want to bring new users to our site via YouTube, or do we want at the same time to make

revenue from them? The marketing Strategy and how the users will be targeted will totally change.

Moreover, there is the question of, do we want to use Social Channel to only bring users or make

profits out of them? If the second option is chosen, then there is a need to shift the strategy and

maybe allocate more resources to Google Groups which have a Conversion rate of 8.11%, with an

average revenue per transaction of $317, so people interested and profitable.

Then let’s focus on campaigns and evaluate the performances of them. There have been 4

campaigns launched, but we will focus on one AdWord Campaign named “Dynamic Search Ads

Whole Site”. As you can see on the Screenshot below this campaign is really good. In fact, if we

look at the results we can observe that this Campaign brings 1762 clicks with a CPC of $0.22 which

mean a total cost of $368.98. However, where this campaign performs well is in the ROI. This

campaign helped to get involved consumers, which can be seen in the low bounce Rate and high

number of Pages per Session, but also about what is really looking for, Revenue! This campaign

has a ROI of $2135.

IV. Behavior-Overview

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The Behavior section is considered by some as the most complicated, but as the most

powerful section of Google Analytics. In fact, the behavior section is in a way regrouping all the

other section in once. The Behavior section tells us how user interact with the Website, how the

user is using on site search engine, it helps identify popular content on site and more especially

how the visitor moves through the site.

The first element is the All page sections. This section helps to define the performance of

each page according to the average time on page and bounce rate. As we can see on the

screenshot below, the homepage, and office aren’t working that well and might need some

improvement. In fact, these two sections have a high bounce rate and exit percentage meaning

that they need some improvement in order to grab more consumers and transform them into

revenue.

The very powerful element of this section is the Behavior Flow. At first, if you arrive

without knowing how to use the tool, it can be scary with tons of information and numbers and

nearly no text, as you can see on Appendix B. However, this section is just the longtime report of

what we saw in Real-Time section.

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In fact, this section shows all the movement through the website and how the consumer

interacted with the site. The data and patterns available in Behavior Flow are nearly limitless.

However, I will focus on three main ones, Mobile, Medium/Referral and traffic type.

As you can see on Appendix C, people coming from mobile devices are redirecting to

many different pages, either to the homepage or Apparel. Then, the consumer coming from the

homepage, either exit (65%), or go to the Apparel page (14.17%) or to the brand page (10.3%).

This indicates that people coming from mobile devices are mainly interested by this two pages.

On the Appendix D, we can have a closer of the behavior from people coming from

referral channel. For most of them (56k, 94.92%) they arrive on the home page, out of this 56k

sessions, 43k (76.79%) of them directly exit the page, however, 4.6k of the remaining 13k, so

35.39% are directly going to the sign-in page and then leaving and not interacting with the

website. This data indicates us that there is, first, a problem on the homepage for people coming

from referral sources as 3 out of 4 of them directly leave the site. And also, that 1 out of 3 people

coming from referral directly go to sign in page. This means that there is a possibility to directly

market to them in order to make them returning consumers and as we saw in the previous

section, they represent the biggest revenue.

Finally, on the Appendix E, we can have a closer look of traffic type and product

category link. On this one, what’s interesting to notice is that, out of the 49k sessions coming

from Social media, only 522 of them so only 1.07% of them goes to the Apparel product

category, which only represent 5.8% of the total traffic (9k) going to apparel product category.

Most of the traffic comes from organic search with 42.22% and referral with 26.67%.

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Appendix A:

Mobile Overview over a 2-month period, September 6th to October 6th and October 7th to November 6th.

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Appendix B:

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Appendix C:

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Appendix D:

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Appendix E:

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Lewis, Anna. "Search Engine Watch." Search Engine Watch Guide to Google Analytics

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Morgan Seedarnee. "Using Google Analytics to View Website Traffic." Alternate Image. N.p.,

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