E-Commerce Assignment
Group no. 9
Team members
PGP/27/298 Yogini Pawar
PGP/27/272 Paarth Sharma
PGP/27/166 Tanya Singh
PGP/27/300 Aditya Wadhwa
PGP/27/248 Catherine Jaibee
PGP/26-D/387 Omkar
PGP/27/084 Nikhil Meena
1. Which channel is responsible for acquiring the most new users across different
platforms?
Direct traffic is the dominant channel for acquiring new users, bringing in 9.4K new users
between Sep 10-16, 2024. This is significantly higher than the next best-performing channel,
Organic Search, which acquired 2.7K new users. The substantial lead of direct traffic
suggests strong brand awareness or effective offline marketing efforts driving users directly
to the website.
2. How many conversions have occurred in the last week?
There were 13K key events recorded for 16K total users during Sep 12-18, 2024. This
suggests that a significant majority of users are interacting with important site elements or
completing desired actions. Businesses can gauge the reach, impressions, conversions and
ROI from this data.
3. Identify and compare the performance of different browsers?
● Chrome is by far the most popular, with 11K users.
● Safari is second with 3.2K users.
● Edge is a distant third with 454 users.
● Other browsers like Samsung Internet, Android Webview, Firefox, and Opera have
significantly fewer users.
This suggests that optimizing the website for Chrome and Safari should be a priority, as they
account for the vast majority of users.
4. Which are the top cities ordered by the number of users?
New York leads with 545 users, but interestingly, Toronto (376 users) outperforms several
major U.S. tech hubs. This strong Canadian presence suggests an opportunity for
international expansion or targeted marketing in Canada.
The high user numbers in tech-centric areas like San Jose, Mountain View, and Sunnyvale
hint at a tech-savvy user base, which could influence product development and marketing
strategies.
5. How many total active users were there in the last week?
According to the "Users" metric, there were 16K active users from September 10-16, 2024.
The 16K figure includes both unique and repeat users if someone visited the site from
different devices or browsers. The same person could be counted multiple times if they
accessed the site from different devices or cleared their cookies.
6. What is the average session duration for users across different channels?
This data presents the top first user default channel groups by average session duration and
number of users for September 10-16, 2024. The channels vary widely in both metrics.
"Unassigned" has the longest average session duration at 9m 39s with 601 users, while
"Direct" traffic has the highest number of users at 11K but a shorter average session of 3m
24s. Other notable channels include Organic Search with 2.9K users and a 4m 13s average
session, and Email with 94 users and a 6m 04s average session.
Despite having the most users, Direct traffic doesn't lead in engagement time, suggesting that
while it's a popular entry point, these users might have specific goals in mind. Conversely,
Unassigned and Email channels show longer session durations, indicating more engaged
users who might be exploring the site in depth. The high number of Organic Search users
with a decent session duration points to effective SEO strategies. Interestingly, Organic
Video has very few users but a relatively long session time, hinting at highly engaged but
niche traffic from video content. This data can help prioritize marketing efforts and identify
areas for improvement in user engagement across different channels.
7. What are the top-performing landing pages?
This data shows the top landing pages by user traffic for September 10-16, 2024. The
homepage ("/") is the most popular landing page with 12K users, followed by "(not set)" with
7.4K users. Other significant pages include product categories like lifestyle, men's apparel,
and bags, as well as a Canada-specific page and the checkout page. There's also an
"undefined" category with 964 users, suggesting some tracking issues.
The data reveals that while the homepage is the primary entry point, many users are landing
directly on specific product category pages. This indicates effective direct marketing or
search engine optimization for these categories. The presence of a Canada-specific page in
the top 10 suggests a significant Canadian customer base or targeted marketing efforts there.
The appearance of the checkout page as a landing page is interesting, possibly indicating
returning customers or effective email marketing campaigns.
8. What is the bounce rate across different traffic sources?
This data shows the top first user sources by bounce rate for September 11-17, 2024. Bounce
rates range from 12.5% to 28.6%, with social media platforms like Facebook and Instagram,
productivity tools like Google Docs, and search engines like Yandex represented. Social
media dominates the traffic sources, while Google services consistently show a 25% bounce
rate. The presence of work-related sources suggests significant professional traffic.
The overall low bounce rates (mostly under 30%) indicate good user engagement across
sources. However, there are notable differences, with [Link] having the lowest rate
(12.5%) and [Link] the highest (28.6%). This variance could be due to factors like
content relevance, user intent, or language differences. To improve performance, site owners
should focus on understanding why certain sources perform better and optimize for those,
while investigating and addressing higher bounce rates from sources like Yandex.
9. Which devices (mobile, desktop, tablet) are users primarily using?
Insights:
1. Mobile is the Primary Platform: With nearly half of the users (48.4%) accessing the site via
mobile, optimizing the mobile experience should be a top priority. This includes ensuring fast
loading times, responsive design, and an intuitive user interface for mobile devices.
2. Desktop Usage is Significant: Desktop users make up 43.4%, which is relatively high. This
suggests that many users still prefer desktop browsing, possibly for more detailed or complex
tasks like exploring products, making purchases, or researching. Maintaining a seamless
experience across both platforms is essential.
3. Tablet Users are a Smaller Segment: At 8.2%, tablet users form the smallest segment, but
this group should not be ignored. Ensuring compatibility and smooth performance on tablets
could enhance user engagement for this segment.
10. What are the most common user paths through the site?
The data shows the top page paths and query strings accessed by users between September
11-17, 2024, along with the number of users for each path.
Insights:
1. High Traffic to Homepage: With 11K users, the homepage is the most visited, suggesting it
is the main entry point. However, further analysis could determine whether users are quickly
navigating to other sections or if improvements are needed to guide them.
2. Significant Undefined Pages: Both "not set" and "undefined" pages account for a total of
around 6.7K users. This indicates potential tracking issues or broken links that need to be
resolved to provide a better user experience.
3. Popular Categories: Men's apparel (1.8K users) and new products (1.1K users) are top
product categories, which shows where user interest lies. Investing in these categories with
better promotions, product variety, and personalization could improve engagement.
4. Engagement with Discounts: The clearance page (1K users) is performing well, showing
that users are interested in deals. Highlighting promotions or expanding this section might
further boost conversions.
5. Potential Drop-offs at Checkout: Only 734 users reached the checkout page, suggesting a
drop-off rate. Investigating friction points in the checkout process or adding incentives like
free shipping could help reduce cart abandonment.
11. What percentage of users return to the site (returning vs. new users)?
The data from the image shows the breakdown of user engagement between September 11-
17, 2024:
- Total users: 13,000
- Returning users: 3,000
- New users: 11,000
Insights:
1. High Percentage of New Users: A significant 84.6% (11K out of 13K) of the users are
new. This suggests a strong user acquisition strategy, indicating that your marketing
campaigns or outreach efforts are effectively attracting new users.
2. Lower Retention Rate: Returning users only constitute 23% (3K out of 13K). This could
point to a potential challenge in user retention. There may be a need for targeted engagement
strategies to keep users coming back after their first interaction.
3. Focus on User Retention: Since new user acquisition seems strong, the next step could be
improving engagement tactics, like personalized content, push notifications, or loyalty
programs, to encourage repeat usage and build a solid returning user base.
12. Which demographics (age, gender, location) were most represented in the user base
last year?
Summary of Results:
- Top Countries by Active Users: The United States leads with 415K users, followed by
Canada (86K), India (56K), and smaller contributions from countries like China, Japan,
Taiwan, and South Korea.
- Languages: English dominates, with a substantial lead over other languages like Chinese
and Spanish.
- Gender: 58.7% of users are male, and 41.3% are female.
- Age: The majority of users fall within the 18-24 and 25-34 age groups, followed by 35-44,
with fewer users above the age of 45.
Insights:
- The U.S. and Canada are the primary markets, signalling strong regional engagement.
Expansion efforts could target underrepresented regions like South Korea and Japan.
- The dominance of English highlights the need for potential localization strategies for non-
English-speaking users, especially Chinese and Spanish speakers.
- Younger users (18-34) represent the largest demographic, suggesting a need for youth-
oriented content and engagement strategies.
13. What are the main exit pages?
The top page exits from September 11–17, 2024, show that the Home page had the most exits
(9.1K), followed by the Google Merch Shop page (1.3K), and the Men's/Unisex page (687).
Other notable exits include pages like Android Classic Pullover (470) and New arrivals (374).
Insights:
- The high exit rate from the Home page suggests users may not be engaging beyond the
landing page.
- The high exits from product pages like Men's/Unisex and Android Classic Pullover could
indicate interest but potential issues with conversion (e.g., pricing, product details, or
checkout process).
14. Consumer Journey according to device categories?
The consumer journey shows that desktop users had the highest engagement, with 6,822
session starts and 167 purchases. Mobile followed, with 6,584 session starts and 30
purchases, while tablet users had the least interaction, with only 1,107 session starts and 2
purchases.
