Bachelor’s thesis

Business Administration

2020

Alessia Moborg

BENEFITS OF A MAIN SITE

LANDING PAGE
– Case – Company X
BACHELOR’S THESIS | ABSTRACT

TURKU UNIVERSITY OF APPLIED SCIENCES

Business Administration

2020 | 28

Alessia Moborg

BENEFITS OF A MAIN SITE LANDING PAGE

- Case – Company X

The thesis studies the importance of a main site landing page on a website that includes an e-
commerce site. The thesis is done as a case study for a kitchenware company/brand. The
company has renewed its website with a separate landing page from the e-commerce site. This
thesis discusses the benefits of a main site landing page on a website.

Data given by Google Analytics is analyzed to learn whether the main site landing page is
beneficial and essential to the website and the company. The thesis focuses on data in the same
time frame in 2019 and 2020. The study emphasizes several factors and figures collected from
the Google Analytics.

The main affect from the website renewal can be seen in the bounce rate which has gone up in
2020. The main reason for this seems to be the main site landing page as well as the long loading
time of the page, according to the data analyzed. It is evident that the revenue and the conversion
rate have, however, increased. This might be due to increased marketing operations by the brand.

The conclusion is that it would be beneficial to the case company to remove the main site landing
page and instead drive traffic straight to the e-commerce site. Another suggestion to the case
company is to dive deeper into the reasons for the slow loading time of the page and try to improve
it drastically.

Please note that confidential information such as figures and pictures about the case company
has been removed for the publication of this thesis.

KEYWORDS:

Online Trade, Behaviour, Customer Value, Marketing, E-commerce, Websites

OPINNÄYTETYÖ (AMK) | TIIVISTELMÄ

TURUN AMMATTIKORKEAKOULU

Liiketalous

2020 | 28 sivua

Alessia Moborg

ALOITUSSIVUN HYÖDYLLISYYS
VERKKOKAUPASSA
- Case: Yritys X

Tämä opinnäytetyö tutkii sitä, millainen vaikutus erillisellä aloitussivulla on verkkokaupan

toimivuuteen sekä sitä, onko se hyödyllinen sekä tarpeellinen yritykselle. Opinnäytetyö on tehty
tapaustutkimuksena keittiövälinealalla toimivalle yritykselle. Yritys uusi nettisivunsa keväällä 2020
ja lisäsi siihen erillisen aloitussivun, josta löytyy linkki kaupan etusivulle.

Työ analysoi dataa, joka on kerätty Google Analytics -sivustolta. Dataa tutkimalla selvitetään,
millainen vaikutus aloitussivulla on verkkosivun toimintaan sekä pohditaan onko se tarpeellinen
nettisivujen toimivuuteen. Dataa tutkitaan samalta ajalta vuosilta 2019 sekä 2020.

Tuloksista huomaa suurimman vaikutuksen uusilla sivuilla olevan välittömään poistumiseen

sivuilta, mikä on noussut sivu-uudistuksen jälkeisenä aikana huomattavasti. Suurin syy tähän
näyttäisi olevan uusi aloitussivu, ja toinen merkittävä syy näyttäisi olevan nettisivujen hidas
latautuminen. Vertailusta näkyy, että sivujen tuotto sekä konversioprosentti ovat nousseet, mikä
kertoo hyvistä sekä toimivista markkinointitoimenpiteistä.

Ratkaisuna ehdotetaan yritykselle aloitussivun poistoa sekä aloitussivun linkittämistä suoraan

verkkokoaupan etusivulle. Yrityksen pitäisi perehtyä verkkosivun hitauteen sekä tehdä muutoksia
nopeuden parantamiseksi.

Huomioithan, että luottamuksellista tietoa tapaustutkimuksen yrityksestä, kuten kaavioita ja kuvia,

on poistettu ennen julkaisua.

ASIASANAT:

Verkkokauppa (verkkosivu), Käyttäytyminen, Asiakasarvo, Markkinointi, Verkkoliiketoiminta,

WWW-sivut
CONTENT

LIST OF ABBREVIATIONS (OR) SYMBOLS 6

1 INTRODUCTION 6
1.1 Definition of a landing page 6
1.2 The significance of the topic 7
1.3 Introduction of the case company 8
1.4 The company X’s marketing strategy 9
1.5 Thesis objective and scope 10

2 LANDING PAGES 11
2.1 Purpose of a main site landing page 12
2.1.1 Use-cases 12
2.1.2 Important design aspects of a homepage 13
2.2 Key performance indicators, KPI’s 16
2.2.1 Average session duration and pages per session 17
2.2.2 Bounce rate 17
2.2.3 Site speed and site loading time 18

3 ANALYZIS OF EMPIRICAL DATA 20

3.1 Audience 20
3.1.1 Demographics 23
3.1.2 Bounce rate 24
3.1.3 Behaviour 25
3.1.4 Site speed 26
3.2 Acquisition 26
3.3 Design 29
3.4 Main findings 30

4 CONCLUSION 33

REFERENCES 35
PICTURES

Picture 1. H&M homepage, 2020. 14

Picture 2. Amazon homepage, 2020. 15
Picture 3. Page load times in relation to bounce rate. 19

FIGURES

Figure 1. Audience overview. 21

Figure 2. Demographics. 23
Figure 3. Bounce rate. 24
Figure 4. Site Speed. 26
Figure 5. Acquisition Spread. 27
LIST OF ABBREVIATIONS (OR) SYMBOLS

KPI Key Performance Indicator (Bassi, 2018)

EU European Union
 6

1 INTRODUCTION

Since the birth of the internet, marketing of goods and services has gone through some
remarkable changes and additions. The online world has given companies a lot of new
tools to reach their customers as well as added an extra load of work on the table. There
are a lot of advantages, both for people and businesses, that come with the social
network and the internet. With the use of the internet and social media, companies are
able to connect with their customers in a wider aspect than with only physical stores.
Companies are also able to overcome the barriers of distance and have a globally wide
presence through social media and a website. Online stores are also very convenient for
not only businesses but also consumers as they can make purchases at any time of the
day without having to worry about store opening hours. Consumers are able to compare
brands, products and prices online with a more global view which increases the
competition for brands but also adds the importance of good quality products or services
priced correctly. (Linton, 2019)

Social media channels, i.e. Facebook, Instagram, Twitter and YouTube, are not the only
way to market a product or service online. Websites and online stores are also great
ways to bring more information to people on the product or service offered and to offer
more knowledge of the brand, its people and its history through visual stories and blog
articles for example.

Websites can have many different looks and layouts depending on the visuals of the
brand and the purpose of the website. Having a main site landing page on a website
which is separate from the actual store site can be part of a company’s marketing. A
visual main site landing page can be used for inspiration or other value adding content.

1.1 Definition of a landing page

Essentially a landing page is any page on a website to which a customer lands on, whilst
coming to a website. It might not always be the front page of the website, in case the
customer comes to the site through Google or some other search engine or a direct link,
but it can also be a category page. In the marketing world, usually when a landing page
is mentioned, a standalone page is what are talked about (Baldwin, 2020). That is what
this thesis also concentrates on. A page that is its own, the first page a customer enters
 7

when visiting a website, a page that serves a single and focused purpose. ”Essentially,
it is the next step towards a visitor becoming a customer.” (Baldwin, 2020) A landing
page can let the visitor make a purchase or show some kind of special offer to a customer
or share a piece of information. A landing page can be a key to attracting the interest of
the visitor towards a brand and the rest of a website. Landing pages can be click through
or leading to another page such as the e-commerce site (Baldwin, 2020). This thesis
focuses on a case company X. The company is a kitchenware brand with their own
website which includes an e-commerce site. In this thesis the company’s landing page
refers to the main site landing page. It is like a homepage that the visitor lands on when
visiting the company’s website. The homepage includes a link to the front-page of the e-
commerce site which in this case is not the main site landing page.

1.2 The significance of the topic

In recent years the amount of time spent online per person has increased yearly
(Statistics Finland, 2016). People can be online from morning to night through
computers, tablets and smart phones. Companies are taking advantage of this and many
have extended their services to the web. This helps companies not just to be more
present in their consumers lives through constant social media updates and adds but
also to be in their pockets 24/7 which makes making purchases much easier. Companies
can connect with their customers in a different level and are able to have a much closer
relationship with them. Consumers can easily make a purchase whilst laying on the
couch and packages can be delivered straight to their doorstep. Life ”online”, so to speak,
is very fast paced and competition has grown immensely through the shopping
possibilities on the internet. That is because a company can operate much more widely
than inside one city or country when having an online presence. Suddenly customers
can be thousands of kilometers away and purchases can be made without borders.
Competition is wide and the website will need to drive the customer exactly where it
wants them to go in a time span of less than a second. Online shopping and the use of
the internet is continuing to increase in the European Union (EU) in the year 2020 and
consumers appreciate the possibilities of being able to shop anytime and anywhere, with
access to a wide range of products and easy price comparisons (Eurostat, 2020).

Due to above, having a website which is easy to navigate and designed with conversion
improvement in mind, is really important. Especially now, in the time of COVID-19, an
 8

increase in online shopping can be clearly seen (OECD, 2020). As physical shops have
closed down and the global pandemic is making people cautious about going to public
spaces, shopping online from the comfort of ones’ home has made people turn online
with their needs whether it be food, kitchenware, cosmetics or clothes. Companies who
have a strong online presence and good online shops have taken the upper hand in the
online shopping world. Time will tell whether times like these will permanently change
peoples’ behavior, but it is sure that online shopping, which has grown in the past years
immensely and has seen a big growth during the 2020 pandemic, will be here to stay
even more than before. These are the times for companies to step in to the online world
or they might not have a very bright future.

The writer is interested in the online shopping world and in people’s behavior online when
it comes to making purchases. The writer wants to find out how changes into the landing
page of the website may affect customers behavior and whether or not changes in the
landing page can have an impact on the purchases made. She also wants to find out
how, or if at all, having a main site landing page separate from the landing page of the
shop on a website can affect people’s visiting times on the website.

1.3 Introduction of the case company

Some information has been removed from the publication due to confidentiality.

The case company X is a kitchenware importer whose products are manufactured, under
their own brand name, around the world.

The company started a brand reconstruction in the early 2018 which included changing
and enhancing the brand image and visuals to look more like the brand. Over 1000 items
are included in the selection of the company’s branded products. The brand
reconstruction included updating all of the artworks of the packages done by the
company’s graphic designer, new professional photography and videography to show on
the brands social media channels (ie. Instagram, Facebook, Youtube, Twitter) and their
website and visual store materials for retailers as well as many other things.

Most recently, during the spring of 2020, the company has published their renewed
website. They hope to bring their customers value through not only the ever-growing
 9

online shop but also through recipes and other inspirational content within their website.
The site now includes a blog which will shortly start publishing weekly articles on topics
such as how to choose the best pan for yourself and other tips and tricks in the kitchen.

Company X has decided to add a main site landing page on their new website, something
they did not have in any of their previous website designs. As is widely known, publishing
a new website will always showcase a slump of some kind in the statistics, which will
usually even out quite quickly. Some numbers that are quite important in managing
websites are the pages per session, average session duration, bounce rate and the page
loading time (Abbamonte, 2019). This thesis will analyze and research whether the newly
added landing page has had any effect on the performance of the company’s new
website. The objective of this thesis is to find out whether the company should keep the
main site landing page, remove it from their page and use the e-commerce site as their
landing page or perhaps modify the current landing page.

1.4 The company X’s marketing strategy

When the company did their brand reconstruction they did a thorough investigation on
the brand personality, its tone of voice, visual look and values and promises to its
customers. This is the guide that shows light to all of the company’s work.

At the end of a year the company makes a marketing plan for the upcoming year. The
yearly marketing plan is more of a broader approach to the coming year with the theme
for the year. The yearly plan also includes big happenings like fairs the company is taking
part in in different countries. Possible wide, year-long influencer collaborations, which do
not include one-time product send outs, are also included in the broader plan amongst
other things. The company also makes monthly marketing plans which include weekly
plans. These plans state the monthly products that the company will highlight in their
social media posts, sponsored posts and newsletters. They are planned depending on
the season and possible holidays like Easter, Christmas, Fathers or Mothers Day,
national school holidays and others. The monthly plan also includes one-time product
send outs to influencers, possible promotions and landing page highlights amongst other
things. These plans help the employees to see the big picture but also to dive in deeper
to the company’s year. With almost weekly marketing meetings with the team, it’s easy
to keep track of where things are and where they are going.
 10

The newly released website is only a part of the company’s marketing strategy which
needs to be taken into consideration when analyzing the available website data later on.
The writer has access to all the materials and data given into her use by the company
for this thesis only.

1.5 Thesis objective and scope

The aim of this thesis is to find out whether having a separate main site landing page on
a website, which also includes an e-commerce site, is beneficial to the case company or
whether the company should use the e-commerce site as the landing page when
consumers visit the website. To reach the aim of the thesis the writer conducts an
empirical research through looking at and analyzing the website data available by Google
Analytics. The data of the old website is analyzed, in which the landing page was the
front page of the e-commerce site, and the data of the new website with the new landing
page which is separate from the e-commerce site. The writer will analyze data from the
same time period in years 2019 and 2020 and also look at data from the release of the
new website in the Spring of 2020.

The study will also take into account the design and content of the old and new landing
page and analyze whether changes should be made to the current one in terms of
design, content or usability. This focuses on the look of the page more than data collected
by Google Analytics on the actions made by visitors on the site.

As to all research, this one also has some limitations. These are for example that the
website and the landing page are not the only forms of marketing the company is
currently doing and has been doing prior to this thesis. The amount of people coming to
the website can be different from the old website. This can be because of the brand
growth and the amount of other forms of more coordinated marketing efforts done by the
brand. Suchs factors are for example more efficient use of social media and adds on
social platforms like Facebook and Instagram, and grown brand knowledge through the
brand stores. Therefore, it can be challenging to isolate what is coming from the new
website and what is coming from the other marketing efforts in connection to the risen
numbers.
 11

2 LANDING PAGES

The following chapter discusses landing pages, their meaning in the marketing world and
the design aspects that should be taken into consideration when designing an effective
landing page. The following will also look into Key Performance Indicators, KPI’s, that
will be analysed more in depth and in practice in regards to the case company in chapter
three.

In the marketing world a landing page is a ”standalone web page that potential customers
can “land” on when they click through from an email, ad, or other digital location.”
(Mailchimp, 2020) However, websites can also use separate main site landing pages as
a home page which are not driven by capturing information from contacts in exchange
for something of value like a sales code or similar. Main site landing pages are typically
the most commontype of landing pages on a website which are part of the main website.
Such landing page can be the homepage of a company website, a top organic search
entry page or a blog article page. (Ash;Page;& Ginty, 2012)

In the case of company X, they have added a landing page as their home page, here
referred to as a landing page. This means that when a customer visits their site through
direct-type-in or social networking such as Facebook or Instagram, they do not
immediately land on the front page of the e-commerce site as in most webpages. They
land on a separate main site landing page which is made for attracting customers through
visual inspiration and stories behind the brand. The definition of a direct-type-in is people
who come to the site through simply remembering the company URL or through a
bookmark (Ash;Page;& Ginty, 2012). The site visitor is then able to move through to the
e-commerce site from the main site landing page.

The most important landing page is typically the homepage of a website which receives
a combination of traffic. The traffic can come through direct type-in, which means that
people visit the site through the URL as mentioned above, bookmarks when people are
revisiting the page and have saved it for easy access and social networking such as links
from Facebook and Instagram for example or a variety of offline campaigns. Most visitors
will likely land on the homepage for the reason that they are not bothered to type in a
long and laborious URL. (Ash;Page;& Ginty, 2012)
 12

2.1 Purpose of a main site landing page

”The job of a landing page is to tell your visitors exactly what you want them to do and
why they should do it.” (Meher, 2020) The expectations on a homepage are many and
often contradictory (Ash;Ginty;& Page, 2012). Often homepages can be full of content
easily making the page look crowded and messy which in turn can be hard to navigate
for a visitor. Instead of replacing old content, new content is often simply added on to the
existing content. This can make visitors unable to decide what to click on. Instead,
homepages should be focused on and support the mission-critical activities that can be
taken on the site. The main purpose of a main site landing page is to act as a traffic
director to get the visitors deeper into the site and offer them ”trailheads” and ”information
scent” to further move them towards content that is of interest to them. That is best
accomplished by offering a small set of choices to the visitors to let them get off the
homepage. (Ash;Ginty;& Page, 2012)

2.1.1 Use-cases

To figure out which self-selected choices to offer to the site visitors it is best to put
yourself in the shoes of the visitors and to create ”use-cases” (Ash;Ginty;& Page, 2012).
Use-cases are written descriptions on how users will perform a task on a website. It
outlines the system behavior as it responds to the visitors request through a visitors point
of view. Use-cases are represented as a sequence of simple steps, beginning with the
user’s goals, and ending to that goal being fulfilled. Use-cases add value to the building
of a website as they help to explain how the website should work and what could possibly
go wrong. (Usability.gov) Usually 2 to 8 use-cases are enough to cover important uses
of the website (Ash;Ginty;& Page, 2012). The following need to be taken into
consideration when building use-case scenarios: who is using the website, what is the
goal of the website visit, what steps need to be taken to reach the goal and how the
website responds to those steps (Usability.gov). Google Analytics gives websites
Behavior Flow Charts which are based on website analytics. They are similar to use-
cases however, use-cases are based on an idea of how the consumer might act without
actual data. An example of a Behavior Flow chart can be seen further on in Figure 5. in
chapter 3.1.
 13

2.1.2 Important design aspects of a homepage

The design of a main site landing page should be simple, clean and easy to navigate. A
logo is an important part of the website. Often situated in the upper left corner, however
also often seen in the top middle of the website. The logo should be clickable and take
the visitor back to the homepage from other pages. (Ash;Ginty;& Page, 2012) The logo
is a tangible representation that contains the product or service offered and is a key piece
for visitors to recognize and connect with the brand (Global Reach, 2017)

A straightforward and intuitive navigation menu is a vital part of a website. The navigation
menu should be easy to locate and easy to read with items that are understandable to
the visitor. It is important to give an overview of the content of the page to the visitor and
help them easily locate what they were searching for through the menu. (Global Reach,
2017) Navigation menus are most often situated horizontally under the header or
vertically on the left side of the page. It is also common to see a supporting navigation
bar on the upper right corner of the site to visualize the operational items such as login,
shopping bag/cart, customer support, language selection and such. (Ash;Ginty;& Page,
2012)

The Swedish clothing brand, Hennes and Mauritz, also known as H&M to many, has a
good example of the above mentioned as seen in the Picture 1. below. The website has
a clear logo in the top middle which immediately captures the site visitor’s eye. The logo
is recognizable to many through the multiple years of business for the brand and it
immediately creates a vision in the visitor’s mind of where they have landed and what
the site is offering them. The clear navigation menu has been placed right below the logo
to help the visitor act quickly without taking a long time for searching the site. However,
in case the visitor cannot easily find what they need there is a clear search box situated
on the right-hand side under the supporting navigation menu. Additional supporting
navigation menus can be found on both sides of the site in the upper corners. The
additional supporting navigation menus include the log in -link, shopping cart, customer
service and a sign-up link to the H&M newsletter. All the information found in the
supporting navigation menus bring meaning to the visitor and are important to be easily
accessible. (Hennes & Mauritz, 2020)
 14

Picture 1. H&M homepage, 2020.

Another example of a main site landing page design is the Amazon website as seen in
the Picture 2. on the next page. The site has a distinctly different design to the H&M
homepage, yet it has the same characteristics. The logo has been placed in a typical
place in the upper-left corner (Ash;Ginty;& Page, 2012). Next to it is a search box which
is very easily accessible and can be found without much looking. For a site that offers its
customers a vast selection of items it might be that the search box is very well taken
advantage of by the site visitors and is thus situated in such a visible place. There is no
clear navigation menu in the Amazon.com homepage but they have opted for a toggle
menu in the upper-left side next to the brand logo. (Amazon, 2020) A toggle menu is a
compact menu that opens only after it has been clicked. The purpose of a toggle menu
is to take as little space as possible until the site visitor clicks it open to see the full menu.
(Framer)
 15

Picture 2. Amazon homepage, 2020.

It is important to limit the amount of words on a main site landing page as visitors will feel
more comfortable if they are not overwhelmed by too many words. If the text does not
help the visitor to move forward from the homepage or help them make a clear choice, it
should be removed from the homepage. (Ash;Ginty;& Page, 2012) H&M has limited
amount of text on their homepage which does not only look clean and easy on the eye
but, is also very easy to navigate and look through. It does not take long for a visitor to
find what they are looking for.

Pictures should be scrutinized as thoroughly as text and generic stock photography

should be avoided. If pictures are a must for the website, they should be taken by a
professional specifically to the websites/brands purpose. (Ahs;Ginty;& Page, 2012)

As important as text and use of pictures is the information architecture and navigation on
the site. Internal site search tools are crucial. If a visitor cannot find what they are looking
for by browsing the site using the navigation menu they will most likely turn towards an
internal search engine. Some visitors may even use the search tool before doing any
browsing on the site. Therefore, to minimize the bounce rate of a website it is crucial to
have a prominent place for a search tool. A common practice is to situate the internal
search field or icon in the top right corner of the website. (Ahs;Ginty;& Page, 2012) As
seen in Picture 1. H&M has a prominent integrated search tool in the upper-right corner
of their site which is easy to find for a site visitor. Visitors should not be confused by
placing other things in the top right corner that can be mistaken for a search box. Other
 16

places for placing a search box are the top left of a navigation column and the far left or
right side of a main horizontal navigation bar. (Ahs;Ginty;& Page, 2012) This is also how
H&M has situated their search box, on the far-right side of the main navigation bar like
shown in Picture 1. (Hennes & Mauritz, 2020) It can be seen in Picture 2. that Amazon
has also placed a clear search box in the upper-left side of the website, almost in the
middle.

Connection and analyzis to the case company has been removed from the publication.

2.2 Key performance indicators, KPI’s

Key Performance Indicators, or KPI’s, are a type of metric that are used to evaluate the
factors that have an impact on the bottom line of the business at hand. KPI’s can differ
by industry and organization and there are several KPI metrics that can be used to
analyze a website’s performance. It is easy to determine which areas of a website are
doing well and which areas need improvement with the help of KPI’s. (Bassi, 2018)
Google Analytics is the most common software for following the website performance.
(W.Bly, 2016) Data generated from web analytics programs is organized and rectified
into reports and visual presentations to make understanding of them easier as seen in
chapter 3.

The KPI’s that would be useful for analyzing the main site landing page performance
would be a few like the bounce rate of the homepage, meaning how many people come
to the site and leave without visiting one or more other pages within the site, the
stickiness, meaning how long visitors stayed on the particular page and the click density
which is measured by the amount of clicks on each area or “zone” of the website (W.Bly,
2016). There are multiple different metrics that can be used and analyzed but the ones
mentioned above are ones that marketers and webmasters measure routinely with the
help of analytics tools, like Google Analytics (W.Bly, 2016).

KPI’s are studied more in practice in relation to the case company in chapter 3. The
below segment will examine some important KPI’s and their meanings. It should be noted
that to use the available metrics in a sustainable and actionable way, it is beneficial for
marketers to find the metrics that are most suitable and relevant for the company or sites
needs and goals. The following will thus focus on a few metrics that are the most used
by marketers. (Abbamonte, 2019)
 17

2.2.1 Average session duration and pages per session

The average session duration on Google Analytics is the average length of a session in
a particular time period (Sharma). The average session duration is calculated from the
total duration of all Google Analytics sessions in seconds in a particular time period
divided by the total number of Google Analytics sessions in the same time period
(Sharma). The average session duration tells about the engagement of the users on the
website by showing how long visitors stay on the website (Spinutech, 2015). The average
session duration, by an industry standard is two to three minutes. Two minutes is a good
time for a site visitor to read content and interact with a website. Longer visits indicate
more engaged visits. (Spinutech, 2015) From content perspective, the time spent on a
website is also a good indication on how valuable the content on the site is from the
visitors point of view (Abbamonte, 2019). As the session duration metric is an average
based metric it must be studied with further context. The average session duration metric
is most helpful when looked at in consideration to other engagement metrics. (Spinutech,
2015)

Pages per session tells the average number of pages viewed during visits on the website.
As the average session duration, the higher the number the better in page views as well,
as people are viewing more pages and are likely to be more engaged with the site.
(Spinutech, 2015) Like other metrics on Google Analytics the pages per session metric
should also be considered together with other metrics to get a thorough idea of the
website analytics. “A site with a high number of pages per session, low session duration,
and a high bounce rate can indicate page flipping behavior due to irrelevant content,
poor accessibility, or disinterest.” (Spinutech, 2015) Likewise, a site with low number of
pages per session with a low session duration and a high bounce rate can be a sign of
mediocre content and engagement. (Spinutech, 2015) Often, however, a higher pages
per session can indicate a sense of trust between the visitor and the website or the brand.
If a user has visited one page and found valuable information from it they may trust the
other pages to deliver them additional trustworthy information. (Abbamonte, 2019)

2.2.2 Bounce rate

Bounce rate is a Google Analytics metric that tells the percentage of visitors who land on
a website and leave without doing anything at all, such as click on any links. In theory,
 18

the Google Analytics server does not receive any triggers from the site visitor. A visitor,
thus, bounces when there is no engagement with the page they land on and the visit
ends as a single-page visit. (Van der Berg, 2017) Bounce rates can be studied together
with the average session duration and pages per visit for example (Spinutech, 2015).
For instance, a person might land on the page and stay on the page for several minutes
and then leave and Google Analytics reads that as a bounce. (Spinutech, 2015) A high
bounce rate can be an indication of invaluable and unrelevant information on the site,
the audience not matching the purpose of the page, visitors finding the information they
were searching for or slow page loading amongst others. (Abbamonte, 2019) (Van der
Berg, 2017) (Spinutech, 2015) If the page design have been changed and the bounce
rate goes up, it might be worthwhile trying to understand where the sudden increase in
the bounce rate comes from (Van der Berg, 2017).

2.2.3 Site speed and site loading time

The page loading time measures the time in which the content of the website is loaded.
The metric is important as every second translates into sales earned or lost. (Abbamonte,
2019) “Faster mobile site speed makes people view more pages on the site, convert
more, and buy more on most brand sites” (Osmani & Grogorik, 2018). Slow loading time
can result in visitors leaving the site without further engagement with the site.
(Abbamonte, 2019) More than half of website visits with a mobile device are abandoned
incase the page takes more than three seconds to load (Osmani & Grogorik, 2018). This
can be seen when studying Picture 3. below, a picture of a research findings conducted
by Google (An, 2018).
 19

Picture 3. Page load times in relation to bounce rate.

Conclusion of chapter 2

In conclusion, a user-friendly website is easy to navigate with clear information on what

the website is offering. A well working website should have a clear navigation menu with
an additional supporting menu where the visitor can find important links to the shopping
cart and language selection amongst others. A user-friendly website also includes a site
wide search engine for quick access to what the visitor is looking for. To make the
homepage design more functioning for site performance and visitor experience,
companies can create use-cases or use the help of Google Analytics’ ‘Behavior Flow
Chart’ to understand how people behave and act on the website.

Google Analytics and KPI’s can help understand how the website is performing in
numbers. Studying the KPI’s can help in seeing how the website should be improved
and which parts of the website are performing well. There are many different KPI’s that
can be followed, but it is important to find the ones that give most relevant value to the
website studied. Some performance metrics that are often analyzed are the average
session duration and pages per session, the bounce rate and the site speed. These can
all give an idea on how the website is performing and how valuable visitors find the
website content. These metrics should be studied together with other metrics to get an
thorough idea on the complete performance of the website.
 20

3 ANALYZIS OF EMPIRICAL DATA

Some parts and information, such as numbers, figures and pictures, originally included
in the following segment have been removed from the publication at the case company’s
request for confidentiality purposes.

The following segment will include an in-depth analysis and empirical research of the
data gathered via Google Analytics on the case company’s website. There are four main
categories that will be assessed: acquisition, behavior, audience and e-commerce
conversions. Due to brand development, changes in marketing efforts, and the current
global pandemic (Covid-19), some of the data will show significant variation, but it will
still offer valid information for analyzing the performance of the current website versus
the old one. The statistics that are shown, have been gathered during the time frame of
June 1st - October 31st, for the years 2019 and 2020. The thesis will thus study the same
time frame on two different years, 2019 and 2020. The data concerning year 2019 is of
the old website and the data on year 2020 is from the new website design. The time
frame studied cannot be a whole year as the renewed website was published only in the
late Spring of 2020. The following segment will also look at the designs of the old and
new website main site landing pages.

3.1 Audience

The Audience Overview report provides information on user behavior on the website, as
well as details of the characteristics of the users. (Google Analytics, 2020) Google
Analytics breaks the data down into multiple sub-categories, but the most relevant of the
sub-categories for the study are the Demographics tab and Mobile tab. This gives us
information on the kinds of users the website is attracting, and how these users are
accessing the website, through desktop, mobile or tablet for example.
 21

Figure 1. Audience overview.

We can find some interesting statistics on the Audience Overview page, Figure 1.
(Google Analytics, 2020), but the most noteworthy ones are the number of users on the
website, average session duration, pages per session and the bounce rate. All following
statistics can be referred to Figure 1. as seen above.

The number of users on the website has seen an increase of 30,68% in the year 2020
compared to year 2019.

The numbers above indicate the amount of users, new and returning, on the website in
2020 versus in 2019. The definition of a user is someone who has initiated at least one
session on the website during the date range. (Optimize Smart) The acquisition section
later on will expand on the possible reasons for the change in the amount of users on
the website between the years of 2019 and 2020.

Avg. Session Duration is up by 37,20% in 2020 compared to the same period of the
year 2019.
00:02:42 vs 00:01:58

It is good that the users are spending a longer period of time on the website, but it should
be noted that it could be a cause of the landing page not directing the users directly to
the online store, or that the pages are not easy to navigate. Meaning that the users need
to take more time in finding what they are looking for on the site. However, it could also
be a sign of increased brand knowledge and interest in the products and content offered
by company X on the website.
 22

There are also some more worrisome statistics that the company needs to pay attention
to in the near future. These are the pages per session and the bounce rate.

Pages per session are down by 48,33% in year 2020 compared to year 2019.
3.36 vs 6.49

Pages per session is the average amount of pages a visitor views in one given session.
The metric can be helpful in seeing how engaging and interesting the website is.
Naturally, the more pages a person views in one session the better as it can be an
indication of trust by the visitor. (Willson, 2020) (Abbamonte, 2019) There can be a few
different factors affecting the pages per session ratio. For one, people may be confused
with the main site landing page with which visitors do not land straight on the e-commerce
frontpage. It might be that it is difficult for them to find the e-commerce site. The site has
also been quite slow, loading time takes more than 4 seconds, from a test done
previously to the website by a third party and seen below in Figure 6. The long loading
time of the pages might be a reason for visitors leaving the site after viewing only a
couple pages. This would make the pages per session metric to decrease. The visitors
may leave the site as the slow speed is not enjoyable.

However, as the average session duration has gone up in the new website in year 2020
the lower pages per session may also be an indication of visitors finding what they are
looking for more easily. They may not need to go through multiple pages before finding
what they were looking for, thus the decreased pages per session metric. The company
has also increased the amount of information on all pages, which may have resulted in
visitors finding the content on the pages more interesting. The increased average
session duration may be indication of just that.

Bounce rate has seen an increase of 1,455.08% in the year 2020 compared to year
2019.
47.38% vs 3.05%

The bounce rate is the percentage of single-based sessions in which there was no further
interaction with the page. In other words, visitors come to the site and “bounce” back
after viewing only one page of the site. (Willson, 2020)

This statistic is something that should cause some concern. Based on this information,
nearly half of the users that come to the website leave immediately without engaging
with the page that they land on. What this statistic does not show, is which page do the
 23

users land on. So, it could be the landing page (home page), or a specific page on the
e-commerce site. The study will look further into this in chapter 3.1.2. and the behavior
section.

3.1.1 Demographics

The data shown in Figure 2. below, shows 43.59% of total users, as not all user
demographic data is available due to varying privacy settings. The available data will
nevertheless give us an idea of the user demographic. The blue column shows the users
in 2020 and the orange column shows the users in 2019.

Figure 2. Demographics.

The age demographic does not show any critical changes, however, we can see that
there has been an increase in older users (ages 55-64, and 65+), which may be a result
of the development of and easier access to technology. Also, the percentage of users in
the age group 25-34 has seen a small decrease.

2020 age 65+: 20,43% of all users – 2019 age 65+: 10,41% of all users
2020 ages 55-64: 20,36% of all users – 2019 ages 55-64: 15,71% of all users
2020 ages 25-34: 23,70% of all users – 2019 ages 25-34: 31,97% of all users

Another statistic worth mentioning is, that more males are entering the website in 2020
than in 2019. Factors to such change may be the result of campaigns done with a famous
Finnish chef, whose following is mostly men and wider brand knowledge. It could even
be speculated that the global pandemic Covid-19 in 2020 has made men more interested
in spending time in the kitchen.
 24

In 2019, 68,5% (16,159) of users were women and 31,5% (7,445) were men.
In 2020, 62% (20,516) of users were women and 38% (12,569) were men.

3.1.2 Bounce rate

Figure 3. below shows the bounce rate of users. The bounce rates are significantly high
but seem to be constant between different age groups. The difference in the bounce rate
between 2019 and 2020 seem extremely high. For various reasons the below statistics
for year 2019 may not be completely truthful and may have been enhanced, but they
give an idea of the current situation at hand. In the below Figure 3. blue stands for the
year 2020 and orange stands for year 2019.

Figure 3. Bounce rate.

We can see from the distribution of devices users are on when accessing the website
that the highest bounce rate in 2020 is from mobile users and the second highest from
visitors using a tablet. The reason for the higher bounce rate may be that the button to
move forward to the e-commerce site is not immediately visible to the visitors on the
mobile and tablet design. However, it is behind the toggle menu in the upper-left corner,
which may be difficult to find for a visitor. The link to the ’shop’ section of the website is
also displayed in a similar design to the rest of the list which does not make it stand out.
The high bounce rate may also be due to the slow loading time on the website.

Bounce rate
Mobile: 2020 49.50% vs 2019 3,01%
 25

Desktop: 2020 42.26% vs 2019 3.39%

Tablet: 2020 48.08% vs 2019 2.17%
Overall: 47.38% vs 3.05%, change -1,455.08%

3.1.3 Behaviour

Behavior reports help the company discover how users interact with their website. These
reports can be used to understand the number of screens seen per session, how long a
typical session lasts, conversion rates of specific landing pages, how users navigate the
website etcetera. The behaviour reports can be linked to the use-cases mentioned in
chapter 2.1.1.

The Behavior Flow chart, which showcases how users move along the website, can be
gathered from Google Analytics. Because the structure of the website has been
renewed, comparative data is hard to retrieve, but we can still pull valuable information
off the chart.
Important matter to notice and to keep in mind is that the chart is based on 96 thousand
sessions which is 89,9% of all sessions on the site between the time frame studied in
this thesis.

Noteworthy statistics:

Drop-offs based on the landing page:

Home page - drop-offs 8,32% of total traffic, which is the highest percentage of drop-offs
on the website.
Visitors who continued to the e-commerce site – drop-offs 1,12% of total traffic.

E-commerce site - drop-offs 3,33% of total traffic.

When landing on the online store webpage, the drop off number decreases. The drop-
off percentage is significantly lower when visitors land on the e-commerce homepage
than when they land on the main site landing page however, the drop-off percentage is
still quite high in both. It would be beneficial for the company to make an objective of a
good drop-off percentage for the website and make changes to the website whilst
continuously studying the improvement of the drop-off number.
 26

3.1.4 Site speed

Figure 4. Site Speed.

As seen in Figure 4. above, the loading time of the site has been immensely shorter in
2019 as seen in orange. Blue, respectively, is for the year 2020.

A website loading time can affect the user experience and satisfaction drastically and
the loading time can have a big impact on the bounce rate as well as then the conversion
rate. Google has indicated site speed, and as a result of that, page speed, as a ranking
factor. When it comes to user experience, websites with a longer load time tend to have
higher bounce rates. (UX Planet, 2019) When searching for something online a list of
results come up. One is clicked but the page is white and seems to be loading. At this
moment a visitor may wait for a couple of seconds but when nothing happens they exit
the site and select the next option on the list of results. (UX Planet, 2019) If this happens
a lot the bounce rate of the site can be very high. The company X’s website loading time
is high, over 5 seconds through the whole time since the publishing of the new site and
at almost 10 seconds at some points. This is most likely a big reason why the bounce
rate of the website is so high at the moment, as seen in Figure 3. earlier. A factor that
might be affecting the slow speed and long loading time of the website are the photos
used on the website. They are high quality images that are big in size. These images
can be found on the main site landing page, the e-commerce homepage as well as all
category and product pages. Another possible factor is the changed server provider
which may be slowing the site. Also, all items in a category are shown at once without
separate loading required. This may also be a page slowing factor.

3.2 Acquisition

The acquisition reports give us insight into how users arrive on the website. Google
Analytics splits acquisition into the following categories: Organic Search, Paid Search,
 27

Direct, Social, Email, Referral, Display, and Other. The most significant ones for the
study, based on the statistics, are Organic Search, Paid Search, Direct, and Social.
Organic search means that a visitor lands on the page through a search engine that has
included the website in search results for the reason that it matches the user’s search.
Organic search does not include paid advertisements on Google for example.
(Kucheriavy) Paid search means that the company pays search engines, like Google
AdWords and Bing Ads, to send traffic to the website. (Kucheriavy) Direct means that
the user types in the website address, usually in the www-format, and enters the website
directly. Direct visits can also come through a bookmark for example. (Kucheriavy) Social
means that the users come to the website via a link on any of the social media platforms
that company is on; Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, and
Blogger. (Kucheriavy)

Figure 5. shows us how Google Analytics has generated a pie chart to help us get a
better understanding of how the acquisition spreads among the aforementioned
categories. The pie chart is divided into nine categories. On the left side is data on the
new website and on the right-side data on the old website. The largest changes in users
and revenue, see Figure 8. below, from 2020 to 2019, can be seen in Direct and Social
traffic.

Figure 5. Acquisition Spread.

Above in Figure 5. we can see that the Social and Direct acquisition has changed
drastically between the time frame studied in 2019 and 2020. Social has gone up by
279,02% and direct has gone up by 198,46%. There are multiple possible factors that
may have affected to this positive change. One reason could be the increased marketing
 28

efforts taken by the marketing team at the company. That includes an increase in social
posts, mainly Facebook and Instagram, and posts published more frequently. Company
X has also started the use of a social media planning application which helps them in
scheduling Facebook and Instagram posts to a specific day and time. All posts are also
linked to a fixed link found in the company’s Instagram biography. Company X also has
ongoing sponsored posts mainly in Facebook and Instagram stories which are changed
constantly to fit the seasons and themes at hand. These all link to pages in the company’s
website. All the above reasons could have affected the 279% increase on the amount of
users coming to the website through the social links.

Company X has also done a lot of work to increase their brand awareness. They have
done it through of course social media but also through influencer marketing, campaign
collaborations with bigger companies and a campaign with a famous chef which was
mostly done through social platforms. The big brand collaboration campaign has brought
a lot of new users to the website most of whom come to the site through a direct link due
to the nature of the campaign. The campaigns are mentioned as they have been carried
out in the year 2020 in the time period researched in this thesis which is the beginning
of June until the end of October.

There is some change in organic and paid search between the studied time frame of
2019 and 2020. Organic search has gone down by 16,64% which is not a great sign, but
it could be caused by the website being new and not earning a high SEO rating on the
search engine algorithms. Often when new websites are launched this happens. More
often than not, the reason is in redirects, missing pages and domain issues that are all
fixable. (Miller, 2018) The organic search going down could also be due to the long
loading time of the page which Google has indicated as a ranking factor as discussed
earlier in Figure 4. above.

From Google Analytics we can see that the conversion rate of the website for organic
search has seen an improvement in 2020. The conversion rate through paid search has
also improved in 2020. The conversion rate has increased however it could be much
higher. An ideal conversion rate would be around 10%, however it does depend a lot on
the industry and the company’s personal goals (Kim, 2020).

The revenue of the website has increased through all channels, organic search, paid
search, direct and social as seen in Google Analytics. Biggest revenue increase has
 29

happened through social, 603,12%. However the sales through social are still quite small
per the thesis research time frame. The biggest revenue has come through paid search,
with an increase of 132,52% in the sales. The conversion rate in paid search is second
best in the category, when divided through the four channels mentioned previously.

The increase in the amount of transactions is part of the company’s objective for the
website improvement and there has been some positive change to it in 2020. The
amount of transactions has increased through all channels as seen in Google Analytics.
The amount of transactions tells the amount of purchases made on the site. The biggest
percentage of growth in transactions can be seen in customers coming to the site
directly, with a growth of 714,52%. The second biggest growth in transactions can be
seen in people accessing the site through the social channels, such as Facebook,
Instagram, Twitter and YouTube. The percentage growth is the second highest from all
four channels at 473,68%.

The best quality visitors come to the site directly by using the URL address or a
bookmark. This is through looking at the conversion rate, which is at the moment, the
highest from all four channels.

3.3 Design

Pictures have been removed from the following section due to the company’s request for
confidentiality purposes.

As mentioned previously in chapter 1.3 the company’s new website’s main site landing
page is a separate page from the e-commerce homepage. The site design has been
redone to fit the new brand visuals better. The goal of the new website is to increase the
brand knowledge and give the site visitors a warm feeling with inspiration and visually
pleasing photography. Needless to say, like all e-commerce sites, the goal of the website
is also to generate and increase the sales.

The company’s renewed main site landing page is clean and fairly easy to navigate. The
clickable logo has been placed in the upper middle section of the site, like in the previous
example in Picture 1. of the H&M website (Hennes & Mauritz, 2020). The company has
also decided on a horizontal navigation bar in the upper-left corner of the site. They have
also opted for an additional navigation menu in the upper-right corner with the search
button clearly on show, a log-in button, the shopping bag and the language selections.
 30

All of the positioning is done like mentioned in chapter 2.1.2 where classic website design
aspects are discussed.

The main site landing page is clear to navigate however it can still be a little confusing to
some visitors who think that they will be coming to an e-commerce site at the first view.
Also, websites should be made as easy for the visitor as possible. This means that
unnecessary clicks should be removed. If thought about the use-cases mentioned in
chapter 2.1.1, the steps taken on the website at the moment are more than if the visitor
would land straight to the e-commerce site. Additional steps towards a visitor completing
the goal of the visit are more often negative than positive.

Company X’s old landing page shows that the site has gone through a very big change
in the design. The design of the old website was not bad, according to the writer,
however, it did not represent the company quite like the new one does. The old website
design had the e-commerce site as the landing page which may have been easier to
navigate for the visitor. The site had a clickable logo in the top middle, in the classic
brand color that is uses in packaging and such. The website had a vertical navigation
bar at the top and a clear search engine box placed visibly on the upper-right side of the
page. For a visitor, the website clearly shows immediately what the brand is offering, as
the navigation menu at the top says “kitchenware, cooking dishes, wine accessories,
baking” etcetera.

3.4 Main findings

The following section will focus on analyzing the above theory and data. It will look at
how company X is doing and what they could improve to be doing even better.

Through looking at all of the information and data collected in chapter three and the
theory in chapter 2 it seems that company X is on the right path to having a good and
well working website. This research can be considered valid as the data given by Google
Analytics is straight from the website and the numbers are not made up by speculation.
The reliability of the research might be questionable at times because of the not
completely truthful data on the year 2019.

The design of the whole new site is clean and visually pleasing. It is also easy to navigate
and the information is easily found on the website, especially after the visitor can
navigate from the main side landing page to the e-commerce site. The website is
 31

designed with classic website design habitudes in mind as seen in the main site landing
page as well as the e-commerce site. The brand logo, navigation menu and additional
navigation bar on the main site landing page are simple and situated in classic places
where the visitor knows to look for them. This is, as mentioned earlier, somewhat more
difficult on the mobile and tablet versions which can be seen in the bounce rate as well.
Even though the website visuals look good, the bounce rate, pages per session and
loading time are quite worrysome and would need some further investigation done by
company X’s part. The main site landing page triggers a question – could the same
content be situated somewhere else on the site, like the ”About us” -page or is it essential
for the visitor to see right away?

The loading time on the page, however, may be one of the essential turning points for
the negative change in the bounce rate. It might even have a more remarkable impact
than the main site landing page that does not take the visitor straight to the e-commerce
site and adds steps to the site visit. Further research might be good after fixing the
loading time problem to see whether it has a positive impact on the bounce rate. The
long loading time may be result of big images on the website or a slow server.

There is little to do to fix the bounce rate of the mobile and tablet users. Using a toddle
menu on the mobile and tablet device designs is very common practice of almost all
websites. However, the bounce rate may turn down if the visitor would visibly land on the
e-commerce site instead of the main site landing page which does not offer the visitor
any idea on what the company offers. In case the company makes the decision to keep
the main site landing page, it might be favourable to modify the design of the toggle menu
to clearly make the ”shop” button stand out from the rest of the list. It could help the
customers in finding the e-commerce site more easily. Improving the loading time could
also have a very positive impact on the high bounce rate of the mobile and tablet users.

The growth of brand knowledge can be seen in the drastic increase in the website
revenue as well as the upwards being conversion rate which means more visitors are
making purchases on the website. Company X has done a lot of work to build the brand
image and it is positive to see the effect it now has on the revenue of the site. The more
coordinated marketing efforts and brand image have also made an impact on the growing
revenue. The consistency of the brand image and marketing messages, defined in the
brand reconstruction, as well as the retail shops and the overall impression and design
of the website being consistent have had a positive impact on the website performance.
 32

This should be kept up as there are further possibilities for the site to improve its revenue
and conversion rate even more.
 33

4 CONCLUSION

The thesis objective was to find out whether having a separate main site landing page
on a website is beneficial to the case company. The thesis aimed to find out whether it
would be more beneficial however, to use the e-commerce homepage as the landing
page of the website. In conclusion to the thesis and to answer the main research
question, the best decision for the case company X would be to remove the main site
landing page from their website and make the e-commerce site their homepage. This
could lower the bounce rate of the website and add the pages per session number. In
addition to the removal of the main site landing page the company should do some
thorough investigation on the slow loading time of the website and hope to make some
drastic, improving, changes to the speed. Fixing the loading time of the website could
also improve the organic search numbers which have gone down from 2019. The
company could make the improvements to the loading time and see whether it has a
positive impact on the bounce rate and the average pages per session number before
removing the main site landing page completely. In case the removal of the main site
landing page is easy to make, they could see whether it has a positive impact on the
above mentioned metrics without further improvements on the loading time.

As a suggestion, in case company X makes the decision of removing the main site
landing page they could make some changes to the e-commerce site by adding 3 or 4
items of the season or new in items, for example, under the sliding banner.

The thesis found a concrete answer to the research question laid out at the beginning of
the thesis. It was possible mostly by analyzing the data available through Google
Analytics. The thesis did have some limitations such as the increased marketing efforts
of the brand in the previous year which naturally affect the numbers and the data that
was not collected correctly by the old analysts of the website in 2018-2019. However,
the writer was able to gather valuable data to give the case company a thorough analyzis
of their site functioning. More and wider research could be done in the future if the
company wanted to go even deeper into the meaning of the numbers retrieved from
Google Analytics and the behaviours of the visitors on the site.

The thesis gave the company clear and valuable insights into how the website is
performing. The company has made the decision to use the thesis and its findings in
 34

improving the website in the near future. Since the completion of the thesis the company
has decided to remove the main site landing page from the website and use the e-
commerce site as the landing page. The company X will analyze the data in a six months’
time from removing the main site landing page to see whether the site performance has
improved. They have also decided to look into the page loading time and the page speed
as a result of this research.
 35

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