Deriving Actionable Insights from Web Analytics: Google Analytics: An Introduction

Google Analytics provide free digital analytics for any firm with a web presence and is free of cost. This combination makes it the most popular solutions for web analytics currently under use. The following represents a summary for quick reference about Google Analytics.

 Actionable Insights: An actionable insight is a piece of information that enables an individual to make well- informed decisions. Google Analytics provides a plethora of actionable insights

 Support quality: Though Google does not provide direct support; extensive trouble-shooting guides and support are available online through several forums, including their official product forums site.

 UI and Accessibility: The tool is easy to use, and the dashboard quality is also quite high.

 Implementation: The basic implementation is quite easy, as it just involves adding a line of code in to the page. For advanced implementation such as sub domain, cross domain tracking, e-commerce tracking, event tracking, custom variables, virtual page views and filters, requires specialized professionals.

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Implementation of Google Analytics in the company’s website page was performed. It involved adding a tracking code to every page in the website. To make this integration smoother, some open source plug-ins was employed.

Figure 8: Analytics for E-commerce pictorially

For a small to mid-size business, E-commerce analytics comprises of three kinds of data.

 Acquisition data- Information related to obtaining web traffic.

 Engagement data- Information related to how customers engage or interact with the website

 Conversion data- Information pertaining to how the business is performing financially.

The data for these three were obtained from Google Analytics. However, due to privacy concerns, the conversion data is not included in this report.

Acquisition:

Acquisition data is information on how people land up on our site and how they engage with our pages. We directly get the information on the breakup of different sources of traffic. Further, we can see the engagement data for each segment of users.

Figure 9: Acquisition Data

From the data, it is clear that majority of our traffic are direct and from social media. Therefore, it is proved that our social media campaign is generating valuable traffic. The new user’s column is currently unreliable, but will prove useful in knowing effectiveness of future campaigns in the coming weeks.

Figure 10:Weekly Graph of Acquisition Data

With this segment in Google Analytics we came to know about the number of users who are returning to our sites and who are new visitors to our sites.

Figure11: Behavior Data of New visitors’ v/s Returning visitors

Data

Mobiles/Desktop/Tablets Overview:

By this, we can recognize that how many users is visiting Greenrockstore.com via mobile or desktop or tablet.

Figure 13: Users data visiting site via any category

By this data, we can easily examine that mostly users are visiting Greenrockstore.com site via desktop and then via mobile and least number of users visiting via tablets.

Audience:

On the basis of age and gender, we can examine that which age group and gender are interested in visiting Greenrockstore.com

Figure 15: Data on the basis of Age

We can clearly see from this figure that mostly visitors are of 25-24 age group and then 18-24 age groups visits most.

As figure 17, it is clear that mostly visitor to the site are male that is 54.15% and then females that is 45.85% to visit the site.

5.Recommendations:

Based on the survey and other relevant study, following actions were recommended.

New T-shirt designs based on Game of Thrones should be included in the product portfolio immediately, as this seems to be a trending series. Green Rock already has two T-shirts based on this series, however more designs need to be included, to be relevant with the latest seasons of the series. The interest on this should be capitalized to the maximum. Breaking Bad and Sherlock are the next two popular shows, but since we already stock multiple products based on these shows, no further action needs to be taken. As Hoodies as apparel seem to be popular across all categories, new designs should be obtained, but production should not start till late November or early December as no purchase of Hoodies can be expected to happen during the summer season.

Dark Knight themed T-shirts are the next priority. Since this movie was released in 2012, the high demand seen from the survey indicates that T-shirts based on this will remain as a coveted product for some time now. Green Rock does not stock any products related to the Dark Knight Movie series, therefore a new design should be sourced and T-shirts based on this should be stocked. Fight Club and Lord of the Rings are the next two popular movies. Fight Club merchandise is already doing quite well as far as sales are concerned. Therefore, new designs based on Lord of the Rings should be obtained.

It is recommended that Green-Rock should venture into sports merchandising also. The merchandise should ideally be themed around the popular teams in English Premier League such as Manchester United and Chelsea which enjoy a good fan following amongst the football watching middle class.

The mobile skin/case product line was found to be in demand; however this had to be temporarily shelved as vendors for these were not obtained at reasonable prices.

The study of web analytics data indicate that we should continue to invest in social media advertising as these bring a lot of new users and therefore brand awareness. However, the high bounce rate on the home page is a cause for concern. Also, speed tests run by Google Analytics indicate that the time to load of the site is rather high. Therefore, optimization of web-page elements has to be done so that the loading time is minimized, while making the page more intuitive.

In addition, since a wider product portfolio shall attract a bigger percentage of customers, it was suggested to enter in to partnership deals with smaller companies producing similar merchandise. Based on this recommendation, Green Rock entered into a partnership with Jolly Jester, a Delhi based startup selling high end fan art merchandise. The value for Jolly Jester was that it would be exposed to a larger base of customers due to the relative popularity of Green Rock. For Green Rock, in addition to the wider product range, it also receives a percentage of the sales of the Jolly Jester merchandise.

6. Conclusion:

 Mobile skin and mobile case survey is done on Qualtrics survey solution and according to the survey result we concluded that there are more number of users who want mobile skins that is around 55% and mobile skin users are less as compare to mobile cases that is around 45%.

 Google Analytics which provides digital analytics for any firm with web presence. It gives frame work analysis of acquisition data, engagement data and conversion data.  Through acquisition data we concluded the information that

how many users land up on our site directly and how many visit our site through social network or uses any other source of traffic to visit our site.

 Through behavior data we concluded the information that how many users are new visitors to the site and how many users are returning visitors to our site.

 Also collected the information through google analytics about the type of audience visiting our site like on the basis of age and gender, that is which age group is mostly visiting our site and which gender mostly visiting our site.