First things first, access Google Analytics ( the demo account) for the Google Merchandise Store. Then, change the date to Jan 1, 2018 till May 24, 2018 (rather than the most recent week that Google provides by default). and finally, analyzing some statistics and results.
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1. A Visitors Overview:
Most site visitors ( 129, 269 or 39.49%) come from the United States, followed by India, UK, Canada and Germany. The US visitors make up 45.29% of site sessions. From the US, the top three states in terms of traffic are: California, New York and Texas (see screenshot below).
b. Browser and Devices – Which browsers and devices are visitors using?
The most used browsers by visitors are
Chrome 222,720 which is equal to 68.043%, Safari 48,579 equals 14.93%, Android
WebView 15,742 equals 4.84%, and Firefox 11,515 equals 3.54%.
The most used devices are first, Apple iPhone
31,939 28.93%, Apple iPad 6,382 5.78%.
c. Visitor Loyalty – How often do visitors come back?
There are 57,538 returning visitors which is equal 15.34%, on the other hand, new visitors are 317,482 which is equal to 84.66%.
d. Length of Visit – How long do visitors stay on the site?
Returning visitors spend more time on the site
than new visitors. Returning visitors spend approximately 00:03:18 minutes, and
new visitors spend 00:01:51 minutes.
2. Provide an
overview of your Traffic Sources:
a. Direct Vs. Referred traffic – How did visitors find the
site?
Visitors that
found the site directly are equal to 53,698, 16.00%, on the other hand,
visitors who were referred to the site are equal to 41,817, 12.46%.
b. Sources – Where do visitors come from?
42.55% of the total visitors come from Google’s organic search, which is equal to 144,726 visitors. 20.76% of visitors come from referrals from YouTube, which is equal to 70,618 visitors
c. Search Engines – How successful is Google search as a traffic source for the site?
Google search holds the first place in the most
successful traffic source for the site. It is generally the visitors’ first
choice when they want to search for anything.
The report showed that Google generated the
highest traffic, there are 145,164 users out of 326,961 who are using Google to
search.
d. Keywords – What are the most popular search terms for the site?
The most popular search queries people type to
get to this site are YouTube merch, YouTube merchandise, google t shirt and
other undefined keywords.
3. Provide a Content Overview:
a. Top Content – Which page within the site is the most visited?
The home page is the most visited page in the
site, the pageviews is equal to 363,528, which is equal to 20.35%.
b. Navigation Summary – How do visitors browse the site?
After
analyzing the homepage over the first five months of 2018, it shows how people
are entering and leaving the homepage of this website. 57.30% of the homepage
visitors came from an outside source to the website; it could’ve been a
referral source, a direct source, a search engine, or any other sources. 42.70%
of the homepage visitors land on one of the other website pages, and then they
clicked back to the homepage.
33.89%
of visitors are leaving the website after landing on the homepage. 66.11% of
visitors have visited another page before they exit the site.
The
top page that sent people to the home page is (/google+redesign/apparel/mens);
10,179 of the visitors who visited the homepage came from that page, it is representing
about 13% of the homepage visitors who were previously looking at that page.
36,532 visitors are clicking on the same page
(/google+redesign/apparel/ men) after they were browsing the homepage, and that
represents 22,23% of where people went after browsing the homepage.
c. Entrance Sources – Which sites act as referrers for individual pages?
YouTube is the top website that acts as a
referrer for the website that attracted 70,618 visitors, which is equal to
58.26%. mail.googleplex.com is the
second referrer for the website that attracted 18,646 which is equivalent to 15.38%.
Analytics.google.com holds the third place with 10,054 equals 8.30%.
d. Landing Pages – Which pages are visitors sent to first?
The home page has the most number of session which
is equal to 208,352 and holds 47.06% of the total landing pages. The second
landing page is google+redesign/shop+by+brand/youtube has 110,411number of
sessions which is equal to 24.94% of landing pages. Signin.html is the third
landing page with 14,390 number of sessions 3.25%.
e. Top Exit Pages – Which pages do visitors leave from?
Home page has a 123,223 of page exits which is
equal to 27.84% of the total page exits. The second page that has several page exits
is google+redesign/shop+by+brand/ with 77,504 exits that is equivalent to 17.51%
of the total page exits. The third page is /google+redesign/apparel/mens with a
total of 18,543 exits that is equivalent to 4.19% of the total page exits.
4. Create a custom report (Under ‘Customization’ -> New Report), select
flat table. Run and then copy/paste resulting table.
a. A table with
Advertising Ad Group (dimension) and Average Transaction Answer Which Ad Group
had the highest Conversion %?
All Users ad group got the highest conversion
with 2,818 clicks which is equal to 28.07% of the total conversions. The ad
group that got the second highest conversion rate 27.89% is Business and
Technophiles with 2,800 clicks. the third highest conversions were SDC with
1,656 clicks which is equal to 16.49% of the total conversions. The fourth ad group
that received the highest conversions is all webpages with 639 that is equal to
6.36%.
5. Specifically,
for social media activity report the following:
a. Social media traffic
There is a total of 443,656 Sessions, 82,976 sessions were social
referral sessions. There are 104,218 conversions and 4,802 were contributed
social conversions.
b. Traffic by social channel
YouTube holds the highest traffic
by 92.89% which is equal to 77,074 sessions. The second social media platform
is Facebook with 1.89% that is equal to 1,571 sessions. The third social media
platform is Google Groups which has 1,213 sessions and 1.46% of the total
sessions. The Fourth social network is refit with 956 sessions and holds 1.15%
of the total sessions. The fifth social network is Quora with 944 traffic and
1.14% of the total traffic.
c. Multi-channel report with goal
conversions
This report shows conversions per
social channel. The highest conversions are in YouTube with 3,482 conversions,
which is equal to 72.30% from the total conversions for the website. The second
highest conversions were generated from Google Groups that is equal to 742
conversions and 15.41% of the total conversions for the website. The third
highest conversions were generated from Facebook that is equal to 208 and holds
4.32% of the total website conversions. The fourth network is Google+ that
generated 198 and 4.11% of the total conversions. The fifth network is reddit
that generated 80 conversions and 1.66% of the total conversions.
This report shows the top 10
sources of goal completion among all sources. 29.04% of the goals were
completed by Google through organic medium, which is equal to 26,833 goals.
21.82% of the goals were accomplished by mail.googleplex.com through a referral
which is equal to 20,158 goals. 19.85% were accomplished by a direct source and
no medium which is equal to 18,340. 9.18% of the goals were accomplished by gdeals.googleplex.com
through a referral medium which is equal to 8,480 goals. 8.36% of the goals
were achieved by sites.google.com through a referral medium that is equal to
7,723 goals.
6. Provide a
conclusion and recommendations based on the information reported above.
It is essential
to track and understand users/customers journey on a website rather than
focusing on their last or first click; understanding the user's behavior would
help make attributions to all campaigns.
The data that
reported from January 1st – May 24th showed that most of the users are probably
set Chrome as a default browser as it is the most used browser, which will
guide the websites on paying more effort on Google Chrome browsers campaigns.
When the number
of the returning visitors are very low comparing to the new visitors, that
required working on to increase visitors’ loyalty, such as personalizing the
website so that visitors can get unique and personalized experience. Providing
shareable information on the website would make visitors part of the website
community.
Most of the
visitors landed on the home page, at the same time the home page is the page
that most visitors leave. Visitors need to find relevant content on the website
to attract customers to explore the website more and browse through other
pages. Create good user experience, by creating a clear and well- designed
website.
YouTube got the
highest entrance source that visitors got referred to and the held the highest
conversion rate too. It seems that YouTube is the audience's favorite channel, the
audience’s actions can be measured through the conversion rate, number of
views, and number of subscriptions. It is the medium that website has to give
more attention to, in order to deliver a successful campaign. The company
should also focus on distributing their campaigns on other social media
platforms in order to reach a larger and diverse market segments.
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