Performance evaluation

Improve engagement by 5% amongst Google Merchandise store visitors in Q3 2020 compared to Q3 2019

Figure 1

When looking at analytics data between Q3 2020 compared to Q3 2019 (Figure 1), we can observe that our major source of traffic is organic search. In Q3 2020 we have an increase of about 6% in organic search which largely contributed to new users on our website. When we look at user engagement for both periods (Figure 1) there is a decline in user engagement. Most important metric to consider here is bounce rate. When we look at the bounce rate from organic search (Figure 2) we can see an improvement of about 19% which is a good sign. Bounce rate is a percentage which shows us how many users leave our website just by visiting one page. Measuring bounce rate is very important when tracking user engagement on our website, higher bounce rate shows that there is something wrong with our webpage and that's why users are not spending time and exploring our website further and getting more engagements.

When we talk about user engagement it is important to see how much time on average person is spending on our website, when we look at the chart (Figure 3) we can see we have an improvement of about 2% on average time users are spending on our website.

There are multiple factors that can contribute to a high bounce rate and low user engagement on our website, Website’s interface is one of the most important thing a new user observes when he opens a website for the first time. Interface should be clean and easy to navigate and the user gets all the required information for which he has visited the website.

Figure 2

Figure 3

Increase conversions from the Google merchandise store by 20% in Q3 2020 compared to Q3 2019

When we look at the conversion rate between Q3 2020 and Q3 2019 (Figure 2) although we have a decline in conversion rates from acquisition channels like page search and organic search but overall we have an increase of about 2% due to more direct visitors in Q3 2020. Website conversion rate strictly depends on goals that we have assigned. A goal can be a user action like he/she adds a product to cart or visits a specific webpage. Figure 4 shows some of the goals assigned on our website.

More important metric to consider here is the goal. When we compare conversions that are generated when a user does some action that triggers a goal to the actual purchases made there is a huge difference (Figure 5) we can see that out of 17000 users that hit our goals only 213 of them actually purchased some item  from our store.

So it is important to set goals that leads to actual purchases not just increased conversion numbers.

Figure 4

Figure 5

Recommendations for optimization

For each of the metrics you have used to evaluate your performance so far, suggest a strategy that can be used to improve performance further

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