MONTH: Aug 1 – Aug 31, 2023

1. Five advance metrics

a. Entrance rate: (number of entrances on pages or screens/total pageviews)*100

July
= (89,744/515,381)*100
= 17.41%

Aug
= (105,276/739,334) *100
= 14.23%
 The entrance rate compared to the previous month decreased by 3.18%. It could be because
of poorly designed landing pages that the design of the page was unattractive, or the offer
communication was unclear. The CTA was not convincing for the user to explore more.

b. Average page depth: (page views/ total sessions)

July
= 515,381/94,248
=5.468 views/session

Aug
 =739,334/113,814
=6.49 views/session
The average page depth increased by 18.7%. It could be that pages had improved navigation
to direct user into a continuous journey in one session, the content was personalized that he
was triggered to view more. The internal links led the user to explore more pages or page
load time was less.

c. Revenue per session: (Total revenue/ total sessions)

July
= 142,778.42/94,248
= 1.514 rps
Aug
= 143,962/113,814
= 1.264 rps
RPS decreased by 16.5%. The reason for the drop in RPS is that although sessions increased by
20.8%, revenue only increased by 0.8% amongst which the greatest drop in revenue was of
59.4% from email. It could be because emails were poorly designed for CTA. The problem could
be less personalized content, error in subject line could be misleading or missing action button or
link.

d. Conversion rate: (purchase conversion/total sessions) * 100

*Calculating for direct source
July
= (831/48,632) *100
= 1.708%
Aug
= (742/56,679) * 100
= 1.309%
Conversion rate of direct source decreased by 0.399%. The sessions increased by 16.55% but the
revenue for direct source decreased by 9.7%. This could be, although engagement rate increased
but there was a drop in conversion because the product offerings were not aligned with the
 direct traffic preferences or there could be technical issues in the website that discouraged user
experience.

e. Site bounce rate: (100%-engagement rate)

Aug
= 100- 89.21
=10.79%

July
= 100-81.26
=18.74%

Site bounce rate decreased by 7.95%. This could be as the site was optimized with better content,
CTA that improved user experience and engagement rate.

2. User behavior analysis

Compared to the last month’s behavior, out of the total users the users of age bracket 18-24 years
old have increased by 21.92%, along with male users’ ratio has increased by 19.03% and users from
MENAP region have also increased by 608.4%.
However, the purchase conversions have dropped across these demographic variables compared to
last month. There is drop of 21.72% and 21.45% in age bracket 18-24 years old and male gender
respectively which means that although active users increased but they were not converting
purchase.

Compared to last month, new users increased by 17.7% and returning users were 19.5%.
Organic social contributed to the greatest increase in new users of 48.3% whereas email shows that
new users were sharply dropped by 96.3% and in returning users by 66%
3. Conversion Funnel

The potential drop-offs can be identified at three major points:

1) Page view- Here the users who started their session, only 30.46% of them complete the page
view event whereas 69.54% abandoned it. It could be the page did not have information
relevant to their expectations, high CLS that annoyed the user. Hard to navigate the page, e.g.
search tool in the top middle of the page is not followed.
Optimizations: reduce CLS score, make sure your website load time is not >0.5s. Adjust the size
and frames of banner ads, images, videos etc. and make your site load fallback font until they load
 the custom font. Improve Seo, regularly check and update your content by adding relevant and
appropriate keywords. Follow the industry convention designs of the site to increase user
experience.
2) View item- Here the 80.13% of users abandoned who were left after the page view completion.
The reason for high abandonment could be unclear CTA. Congruency that the item they
wanted to view; page opened the same item. Inadequate information about the product that
did not encourage them to buy the item.
Optimizations: Add all relevant information about the product the user is looking for like price,
description, images etc. to trigger CTA. CTA must be identifiable with different font size, style,
colors. Make sure the page opens the same item the user intended to see. Add the correct link of
the page in the code, same images that triggered him to open the item etc.
3) Add to cart: Here the abandonment rate is 66.99% and only 33.01% users proceeded to next
event. This could be because of additional charges like tax and delivery cost that is increasing
the overall ordering cost. Asking the user to create/login the account to proceed with the
purchase.
Optimizations: Allow guests to make a purchase without creating hindrance in the user journey
by restricting them to create account first. Give the heads-up about additional costs like tax and
delivery costs applicable under the product description area.

4. User Experience

The largest percentage of users were on desktop followed by mobile, 37.89% and 58.23% respectively.
The greatest portion of purchase conversions came from desktop users, contributing to 93.5% of the
total revenue.

The highest engagement rate is from mobile users of 96.2% followed by tablet, 95.84% followed by
desktop, 81.69%.
Desktop has the longest average session duration compared to all other devices of 5m27s. However,
it is also the device with the highest bounce rate of 18.3%.
Cross-platform optimizations: clearly, desktops are performing well than other devices. For cross-
platform optimizations, ensure that the site is optimized for all screen types. The content, images, CTA,
logos, carousels etc. should be adjusted according to screen type.
Check for load time of each device, for desktop load time is 5s whereas for mobiles load time is 2s so
make sure that it does not exceed the limit or else chances for exit rate increases.
Add information according to the screens like on desktop detailed information can be added but for
mobile screen, add to the point relevant information as space is less so user attention does not get
phased out.