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Case Study: Reporting & Optimization

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Benin Brown
Benin Brown

Benin Brown analyzes the web analytics of HeC Chocolates, a fictitious company, to assign meaning to the company's analytics.

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Case Study: HeC Reporting and Optimization Benin Brown
Health-eChocolate Company (HeC)
Overview Upon initial observation all of the metrics for HeC appeared to be in order.
Business Insights I 170K in sales from July 24, 2009-August 23, 2009 3249 transactions generated the 170K Web site conversion 10.6%
Business Insights II Funnel conversion 31.7% Non paid traffic converts at 12.45% while paid converts at 5.94% Top selling item is chocolate (33.17% of sales)
Site Trends 96.36% of visitors have US I.P. addresses 120,437 monthly page views 30,397 monthly visits
Site Trends: Con’t 27.16% of page views occur on purchase/order pages Peak time for search traffic between Monday-Thursday Organic search 21.22% & Paid search 41.50% Bounce rate 46.82%
Double Take Review of competitor sites Sees, Godiva, & Chocolate.com Top eCommerce sites have conversion rates between 9% to 50% Top Competitors average 76.6% of traffic from non-search sources
Precedence Ruled out all but: Web Site Conversion Revenue Organic Search Traffic
Logic Lower Pageviews Bounce Rate HeC’s monthly pageviews of approximately 120K is low relative to the1.2M pageviews that its top competitors average. However, due to their longevity in the market and the inherent name recognition that these competitors have going for this number of pageviews may not be realistic. Although higher than their HeC’s top competitors a 46.82% bounce rate is still in line with eCommerce sites overall.
Goal I Grow Revenue Business Goals Grow revenue by 25% between now and September 2010 Action Items Offer price reductions on slower moving product Grow site traffic by 25% Risks By lowering prices HeC could erode its brand Might be difficult to do this without drastic increase to search budget Counter Measures Keep the appearance of the site clean by adding a separate specials page Grow the referral and direct traffic visits
Goal II Increase Conversion Rate Business Goals Increase conversion rate by 3% by September 2010 Action Items Utilize day parting feature of Ad Words to runs ads Mon-Thurs Utilize geo-targeting within Ad Words advertising only in the US Risks That the day parting could hurt the Ad Words campaign Large percentage of audience may have cookies turned off Counter Measures Daily monitoring of campaign, along with readiness to re-allocate if needed Be prepared and look for results that indicate skewing due to cookies
Goal III Grow Organic Search Traffic Business Goals Grow organic search traffic to 35% by December 2010 Action Items Perform a keyword selection analysis on current keywords selection Add 1-2 new inbound links weekly through reviews, social media, and etc. Risks Could go much slower than expected Could receive unfavorable reviews Counter Measures Timetable this action item and build in ample time for adjustments Have crisis management plan and monitor reputation daily
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Case Study: Reporting & Optimization

  • 1. Case Study: HeC Reporting and Optimization Benin Brown
  • 3. Overview Upon initial observation all of the metrics for HeC appeared to be in order.
  • 4. Business Insights I 170K in sales from July 24, 2009-August 23, 2009 3249 transactions generated the 170K Web site conversion 10.6%
  • 5. Business Insights II Funnel conversion 31.7% Non paid traffic converts at 12.45% while paid converts at 5.94% Top selling item is chocolate (33.17% of sales)
  • 6. Site Trends 96.36% of visitors have US I.P. addresses 120,437 monthly page views 30,397 monthly visits
  • 7. Site Trends: Con’t 27.16% of page views occur on purchase/order pages Peak time for search traffic between Monday-Thursday Organic search 21.22% & Paid search 41.50% Bounce rate 46.82%
  • 8. Double Take Review of competitor sites Sees, Godiva, & Chocolate.com Top eCommerce sites have conversion rates between 9% to 50% Top Competitors average 76.6% of traffic from non-search sources
  • 9. Precedence Ruled out all but: Web Site Conversion Revenue Organic Search Traffic
  • 10. Logic Lower Pageviews Bounce Rate HeC’s monthly pageviews of approximately 120K is low relative to the1.2M pageviews that its top competitors average. However, due to their longevity in the market and the inherent name recognition that these competitors have going for this number of pageviews may not be realistic. Although higher than their HeC’s top competitors a 46.82% bounce rate is still in line with eCommerce sites overall.
  • 11. Goal I Grow Revenue Business Goals Grow revenue by 25% between now and September 2010 Action Items Offer price reductions on slower moving product Grow site traffic by 25% Risks By lowering prices HeC could erode its brand Might be difficult to do this without drastic increase to search budget Counter Measures Keep the appearance of the site clean by adding a separate specials page Grow the referral and direct traffic visits
  • 12. Goal II Increase Conversion Rate Business Goals Increase conversion rate by 3% by September 2010 Action Items Utilize day parting feature of Ad Words to runs ads Mon-Thurs Utilize geo-targeting within Ad Words advertising only in the US Risks That the day parting could hurt the Ad Words campaign Large percentage of audience may have cookies turned off Counter Measures Daily monitoring of campaign, along with readiness to re-allocate if needed Be prepared and look for results that indicate skewing due to cookies
  • 13. Goal III Grow Organic Search Traffic Business Goals Grow organic search traffic to 35% by December 2010 Action Items Perform a keyword selection analysis on current keywords selection Add 1-2 new inbound links weekly through reviews, social media, and etc. Risks Could go much slower than expected Could receive unfavorable reviews Counter Measures Timetable this action item and build in ample time for adjustments Have crisis management plan and monitor reputation daily