Marketing homework help

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follow the instructions and the sample report
 
Google Merchandise Store
Individual Report
 
 

  1. WEB ANALYTICS MEASUREMENT MODEL FOR GOOGLE MERCHANDISE STORE

 

  ACQUISTION BEHAVIOUR OUTCOME
Objectives Generate awareness for the website Drive customer engagement  
Increase sales
Goals Reduce acquisition cost
 		 Increase CTR Increase Referral traffic
 		  
Reduce bounce rate
 		  
Increase conversion rate		  
Reduce cart abandonment rate
 
KPI  
CAC		  
CTR		 Traffic through referral  
Bounce rate		  
Conversion Rate		 Cart abandonment rate
 
Target Reduce it by 10% Increase CTR by 5% Increase the users from 8% to 12% through referral  
Reduce bounce rate from 44 to 40%		  
Increase conversion rate by 12%		  
 
Reduce it by 15%
Segment  
Traffic sources
Geography
Device type		 Site tools used
Bounced sessions / non bounced sessions		  
Converted v/s non converted
 

 
 

  1. Audience report

 

  1. Geography – Location

 
Observations

  • India is driving the second highest number of users to the website but the bounce rate is high and the website is not generating any revenue from the users coming from India therefore the conversion rate stands still at 0, it can be said that the landing page or the medium used for India are not working.
  • India and United states have less number of returning users; the retargeting campaign should be optimized.
  • Brazil, Australia, France, Taiwan and Germany have less number of users coming in and have a high bounce rate as well, google probably needs to optimize its campaigns in these countries as the traffic coming from them is less.
  • United Kingdom has good number of users coming in but the bounce rate is more than 50% which means that the landing page should be taken care of, probably the content is not working.

 
 
Recommendations
 

  • After carefully observing India’s landing page which is home and apparel for men’s shirts I would recommend them to have an appealing drop down option for all the products available to buy, they can also have a discount coupon to make users sign up. Currently they have all options on the left which is making it look hidden.
  • Also, when the home page loads there are some products displayed, when we click on the shop now instead of the specific products displayed, all products in that category show up and the users have to scroll down to find the product which was shown on the home page. E.g. : As seen in the image below the image is talking about new t-shirts this season but when we click on shop now it will display all t shirts together. I would recommend Google merch store to have specific landing pages for specific products to make the UX better.

 
Products on the home page
 
 
Products that appear after clicking on shop now
 

  • The retargeting campaign can be utilized by making the users sign up which can be done by giving them discount on their first purchase only if they sign up.
  • Google Merch has not set any campaigns which are country specific, they should set campaigns. Also, most of their traffic is coming through organic, direct and cpc they should invest more in SEM and SEO.
  • United kingdom again has home as their landing page for most of the users, the recommendation will be the same as the one for India to make the user experience more appealing.
  1. Mobile – Overview

 
 
Observations

  • Desktop is driving the highest number of users with a good number of sessions, still the transactions or conversions occurred are less compared to the kind of traffic it is bringing, probably people are not converting because of content relevance.
  • Mobile has less users coming in than desktop even though the bounce rate is higher, conversions or revenue generated from the users coming through mobile is higher than desktop, google can focus more on mobile campaigns as it is clearly working more than desktop.
  • Even though users coming in from mobile are converting, the bounce rate still stands high which means that the landing page and the content on the website is not working well.

 
Recommendations
 

  • Mobile and Desktop have the same landing pages, I recommend Google Merch to customize the mobile experience by making it more interactive
  • As the bounce rate is high on all three devices I would recommend the store to optimize their landing page, especially home as recommended above to make the products available more appealing.
  • One more recommendation for the landing page would be to optimize the page according to the highest searched products, as we can see in the chart below – Apparel,Accessories,drinkware,office should be more recognizable on the home page.

 
 
 
 
 

  1. Acquisition reports

 

  1. Source/Medium

 
Observations
 

  • Google/ Organic is acquiring the highest number of users that basically means that the main medium of traffic is organic search as it also has the highest number of conversions.
  • The second highest is direct which means people are directly coming to the website by its URL, the bounce rate is less than 50% with a good average session duration, direct and organic seem to work for the website.
  • The 3 and 4 source for which the medium is referral is driving traffic to the website but have 0 conversions. The bounce rate for mall.googleplex.com/referral is less which means people coming from this medium and source are landing on the right page with the right content, also of we see the avg time spent it is the highest amongst all which also tells that the behavior and Acquisition are working well but google needs to focus on conversions for this source/medium. The other referral analtytics.google.com/referral is not working as well as the other one as its bounce rate is high, the landing page is probably not working.
  • Google/Cpc is driving 4% of the traffic to the website which is not a lot, the bounce rate is 37% which is lesser than most of the other and we can see that people are converting.

Recommendations
 

  • Google organic is driving the highest number of traffic which is good so I would recommend them to spend less in the paid search by removing the keywords which are not working for them such as youtuber, bag pack as we can see on the report below.
  • Google store should focus on mall.googleplex.xom as it is generating traffic and avg spent time is also good via this website, as I saw the landing page which is through this referral is the home page, although traffic is coming in the number of conversions is less. So I would recommend to optimize the landing page by making it more appealing as recommended above.
  • Google should invest more on

 

  1. Keywords report

 
Observations
 

  • Keywords google merchandise store, Google merchandise and google clothing are driving the highest number of users with less bounce rate and more conversions.
  • Keywords such as google bag back and youtuber merch are not converting at all which are basically the products on the website. The bounce rate for both of them also stands high. The reason this can be is because maybe when users type this keyword they don’t directly see the product they are looking for, google needs to focus more on its SEM strategy and the landing pages for relevance.
  • The keyword “you” has a lot of clicks but no conversion, google might have to rethink about the keyword as it is more expensive than others which are actually converting.

Recommendations
 

  • Google should remove some of the keywords from its paid search strategy such as bag pack and youtuber merch as they are not converting at all
  • Keyword “you” should be removed by google as it has lots of clicks but no conversion and is expensive than the other keywords.
  • Keywords should be carefully selected by google as most of their traffic is driven by organic and not paid.

 
 
 

  1. Behavior report
  2. Landing pages

 
 
Observations
 

  • The bounce rate for the 3rd landing page is almost 56% even though the conversion is good, this page needs to be analyzed to reduce the bounce rate
  • The average session duration on the 3 landing page is also lesser than other landing pages which also indicates the same.
  • The landing page on number 6 which is redesign bags is giving 0 conversions, the content of the page needs to be checked.

Recommendations
 

  • Google apparel men’s shirts landing page should run and A/B testing with a buy now button below the products as right now it just shows the product and the price and gives the users no motivation to buy, as shown in the image below there is no buy now button instead the picture tilts.
  • When we click on the product, the image turns and ask to choose size, add to cart and view the product, when you view the product it takes you to a different page where you can zoom the product and see the size chart which is not good. Google merch store should have the option of size chart in the size box also the images should be optimized in such a way that as soon as you point on the image it enlarges on its own to make the UX better.

 
When we click on the product it tilts
After clicking on view product it takes to a different page making the UX time consuming

  • Also, the product is not on any model so users don’t know how it will look on an actual person
  • I would recommend the same for the 6 landing page.

 
 
 

  1. Exit pages

 
 
Observations

  • 48% of users are exiting from the 2nd exit page, this page might have some errors or issues which google might want to have a look at.
  • The home page has 33.72% of exits, probably because the home page is not engaging and persuasive.
  • 05% of consumers exited from the basket, this might be because of some payment issues or because they were lazy to fill in the details.

 
Recommendations

  • While buying a product google merch store has no option of a guest check out, every user has to sign in or create an google account, the merch store should come up with an option of guest checkout so that users are not forced to sign up when they don’t want to.
  • The home page should be optimized by the strategies recommended above.

 

  1. OUTCOME REPORTS

 

  1. Product performance report

Observations

  • You tube tee black has the highest cart to detail rate even though the revenue is less the buy to detail rate and cart to detail rate is the highest that means the views were converted into carts and converted into purchases
  • The google canteen bottle and relaxed fit hat navy have a good cart to detail rate but are not being converted
  • When it comes to the quantity of purchases the men’s microfleece jacket, hoodie and bag back have been sold in lesser quantity as compared to other products as the prices of these 3 items are the highest, even though the cart to detail rate is good people are not converting their purchases and are abandoning the cart.

Recommendations

  • For the products which have high cart to detail rate but less buy to detail rate should be retargeted by google through emails for them to convert their purchases
  • Retargeting can also be done through social media for them to remind that they have items lying in their cart

 

  1. Checkout Behavior Report

Observations
 

  • The billing and shipping drop-off is 62.05% which means that there might be an issue with the page like too much information to fill or high delivery charges
  • Payment drop off is 84% which is high, probably the payment page need to be reviewed. The payments might be failing or there might be lesser options to pay.
  • The shipping, payment and billing page can be optimized by letting consumers to auto fill their information and having more payment options such as apple pay, google pay etc. to make the process faster.
  • Another interesting thing to note is that the percentage of returning visitors dropped on the payment page is 77.32% that means that the users came back but because of some issues couldn’t convert.

Recommendations
 

  • While buying a product google merch store has no option of a guest check out, every user has to sign in or create an google account, the merch store should come up with an option of guest checkout so that users are not forced to sign up when they don’t want to.
  • As seen in the website the shipping fee is a lot, google merch store should reconsider the shipping fee as the items on the site are not that expensive so people might not be willing to pay a high shipping fee.
  • The merch store should come up with signing in through social media channels like Facebook to make the checkout faster.

 
 
 
 
 
 

  1. Custom Reports

 

  1. Keyword behavior report

 

  • From this custom report we can see that the keyword google clothing has a CTR of 46.21% , conversion rate of 2.41% and the cost of the keyword is also relatively less, as recommended above they should spend more on exact or phrase match type for their keyword selection
  • “You” should be eliminated as it costs $507 and has 0 conversions, even though it is driving traffic to the website it has no relevance

 

  1. Users & Products Analysis
  • As we can see in this report most of the people come to the home page which is (not set) spend a good amount of time but do not convert, the recommendations are provided above on how to optimize the home page.
  • Also, the merch store has good number of people coming in but not converting so I would suggest them to add more variety to the product line so that people have more options to choose from.
  • One more thing which I noticed was that the products don’t have a lot of sizes available which should be taken care of too.
  • Even though the site has listed a lot of product categories, the products get repeated in every category which is something which they should reconsider and reduce the product categories from the menu.

 

  1. Campaign report

 

  • AW-YouTube campaign should be discontinued as the cost of it is double the cost of other campaigns with a high bounce rate and less conversion rate.
  • The Merch store should try and run all-inclusive campaigns with all their products to reduce cost as they do not have a lot of products so running different campaigns for different categories is not effective for them.
  • AW- apparel, office and accessories has done pretty well as the cost is less with high CTR and a good conversion rate, google should pay more attention towards these campaigns and might want to advertise more of the products present in these campaigns to increase their conversion rate.

 

  1. Custom Segment

 
 

  • The two custom segments which I chose are Mobile traffic and Desktop and tablet traffic and added the segments in the source and medium report to see which source/medium is working well for mobile and desktop and tablet respectively.
  • As seen in one of the above audience reports that mobile is bringing less traffic to the website, here we can see in the organic traffic section that even though the traffic is less, the revenue generated is higher than desktop and tablet which is why I would recommend google merch store to optimize their site for mobile devices to make it user friendly as currently it is the same as desktop, also I would recommend them to have an app for the mobile users for better UX.
  • The traffic coming for referral is higher in desktop & tablet with a high percentage which is why I would recommend the merch store to pay for referrals like blogs which are present on social media as it might increase the mobile traffic as well.
  • Google/cpc is working well on both the devices.