Digital Marketing

Assignment 8
 The bounce rate of the
website is high, averaging
42% and the ECR for the
website is very low.
Problem
Statement
Why is the ECR low?
New Visitor Returning Visitor

Visits • 100% Visits • 100%

Product
views
• 42% Product
views
• 45%

Add to • 20% Add to • 23%

cart cart

Check Check
out • 62% out • 62%
 Users by platform Revenue Share
1%

15%
10% 0%

89%

84%

Mobile users Desktop Users Tablet Users Mobile users Desktop Users Tablet Users
 Channel Wise Data Analysis
1,000,000 90.00%

80.00%

70.00%
100,000
60.00%
Series1
50.00% Revenue
Axis Title

10,000 Bounce Rate

40.00%

30.00%
1,000
20.00%

10.00%

100 0.00%
Organic Search Direct Referral Social Email Affiliates (Other) Paid Search

Revenue vs User comparision

45%
35%
25%
% share

15%
5%
Organic Search Direct Referral Social Email Affiliates (Other) Paid Search
Percent- 0.449478878435713 0.339074893931009 0.088528078635992 0.083511213007615 0.019474530265897 0.012326402614172 0.006815426779455 0.000790576330144
age web- 3 9 2 4 56 676
site visits
% share of 0.037027887398731 0.329869563984611 0.189774126605879 0.027756123304492 0.039759863336202 0.000950523029515 0.002389809881721 0.000141738370593
Revenue 3 6 341 44 749
% share of 0.419126213592233 0.321359223300971 0.191456310679612 0.027669902912621 0.036699029126213 0.000970873786407 0.002524271844660 0.000194174757281
transac- 4 6 767 19 553
tions
Recommendations
Conversion Rate Optimizer THE LANDING PAGE MAY NOT CTAS MUST BE REVIEWED AS
required. BE PROVIDING PROPER INFO THE CONVERSION RATE IS
TO THE CUSTOMERS LOW.
Hypothesis and testing
Objective Description
Null Hypothesis (Ho) CRO will have no impact on ECR
Alternate Hypothesis CRO will increase the ECR
Testing A/B testing
Time period of testing A minimum of 1 week to 2 weeks to achieve statistical
significance
Statistical Test t-test

Areas of Impact:
1. We will be able to identify what areas we are spending on and getting no results; hence we can reduce
wastage.
2. We will know where to concentrate our resources to get maximum ECR
 Channel grouping
Device category 65.00%
85%
65%
45.00% 45%
75% 47500 25.00% 25%

% share
65% 42500 5.00%
Direct Paid (Other) Affili- Display Refer- Organic Social
5%

37500 Search ates ral Search

55% 32500 B0.44336 0.58177 0.30189 0.63231 0.73127 0.20671 0.28820 0.53333
45% 27500
o911904 943526 246019 850117 753303 378091 116054 333333
u 0101 9046 8258 096 9648 8728 1586 3333
% share

n
35% 22500 c
e
25% 17500
R
12500 a
15% 7500
t
e
5% 2500 %
0.83036 0.01806 0.14383
270172 340624 243221
0 0 0 0.00774
145981
0
R 8516 232 1026 813713
Desktop Mobile Tablet e
v
e
%new 0.68013289506238 0.30072809528858 0.01913900964902 n
u
users 3 7 98 e
%
0.79785 0.07403 0.07184 0.02517 0.01395 0.00865 0.00829 0.00017
% 0.28669513393954 0.65335360858523 0.05995125747521 743052 946838 857027 921868 086588 082561 641562 720499
u 7588 50181 78897 70721 80387 41764 625856 395892
Rev- 3 8 91 s
e
1

enue r
s
Users 42932 17267 1111 h
a
r
e

• % traffic pull is high from desktop • % of users coming from organic search is very low,
devices and same proportion of new need to work on SEO, but the bounce rate is also low
users accessed through desktop devices for SEO which indicates that users may be getting the
• % Revenue is high from Mobile devices, exact data/product they need.
even though most traffic is pulled in • Looking at the bounce rates of paid search, display
Desktop category ads, and affiliates suggest that the webstore
management is poor and must work on creating
suitable backlinks else the CPC may increase resulting
in increased cost and reduced leads
 Revenue % Users Landing Page Analysis
120.00%
40%
New Visitor Returning Visitor New Visitor Returning Visitor 80.00% 30%
20%
40.00%
10%
19% 0.00% 0%

40%

60%

% New Sessions Bounce Rate % Revenue %sessions

81%

• Most of the traffic pull and revenue is • The dino tee shirt page has pulled more traffic
being generated from New users which but also has a bounce rate of 92%, implying
is good sign, but lesser returning visitors that the customers want dino tee but are not
is a point of concern. The company may liking what they are seeing, working on that
need to work on CRM for better can give us some leads
retention and lead generation • The revenue share is proportionate to the
• The conversion rates for both user types traffic pull for the landing page
is almost the same at 0.20%, which is
very low.
Which is the best performing and worst performing funnels basis users and average session
duration?
Home to Apparel page is the worst performing page.
Reasons:
• It has got the highest number of users, but the conversion rate is lesser than the average.
• The average session duration is also low showing that the content is not able to engage the
customers

Apparel/Socks Page is the best performing page

Reasons:
• Though the traffic pull is low compared to most pages, the page seems to be more engaging
than the rest of the pages.
• The conversion rate is also higher than the average ECR

Which funnel has the highest pages/session and what could be the reasons for this?
• Home to Apparel/Socks Page is the page with highest pages/session, the reasons for this may
be that the pages are more engaging like showing various combinations of colors and might be
offering good reasons for customers to search for more products by giving offers like for Rs.
1000/- purchase get 10% cashback or similar
• The ECR for this section is the second best of the available categories
This Photo by Unknown Author is licensed under CC BY-NC-ND