Object – the site about a pet with article section divided to caring, feeding and finding section and food for pet (let's called it product category). I received from my client user persona portrait and created a segment in GA based on this data. I have a pleasure to introduce – Katie.

She is an experienced owner of the pet. We don't know what exactly this type of pet this user segment has. According to the segments from GA, I know that users like Katie are approximately 2.9% of all new users on site and Katie type prefers mobile more than tablet and doesn't use PC. It could be explained by a tight work schedule.

Katie landed to the site through organic channel and preferred a dog's guide and articles about cats. The finding section of the site is most popular for this type of user. Katie didn't spend a lot of time on site. Short time on the site, especially on article section could be a problem, 'cos BR is also huge. The site could have technical problems with page speed and layout. But maybe Katie hasn't had time to read an article and added it to a bookmark to read it calmly in the evening.

The next chart showed us that really, Katie likes to read in the evening, but the users of this type returned to the site on the same day only 1.21%. It's could prove the theory about low page speed and layout problems. The next section investigated ads component of Katie's journey through the site. Here we can see that Katie preferred Display advertisement.

The next section displayed that Katie preferred cats more than dogs 'cos she looked for cat products more times than for dog products.

The following section is Katie's brand preferences and type of food for her pet preferences. Here cat wins too. The cat always wins. I highlighted seasonal traffic changes using Google Trends for it and create additional report about this tendency.

Finally, I researched how Katie went through purchase funnel and article funnel. As we can see Katie preferred to read more than buy a product.

Recommendations:

As we can see from research, the percentage of users like Katie is low. This fact leads us to think that the user persona is out-of-date for this site. Nevertheless, Katie's user type visited the site anyway. These users prefer to read more than to buy products on the site. But here we can see that Katie quickly bounced from the site. Why is it happening?

The company needs to check the following reasons:
1. The page speed of the site. The site could download so slowly (red sector of Google page speed insight) and Katie didn't want to wait.
2. The landing page didn't fit Katie's intent. Here SimilarWeb can help you to check your SEO works.
3. Layout issues and lack of navigation or onboarding. Overlapping buttons on the mobile view, the absence of navigation through the site and in this case through article could make Katie messy. If your site has a special non-ordinary design, you need to make clear onboarding for your user to help them use site comfortably.

Happy end: I found out that technical issues and lack of onboarding scared Katie's user type and the company improve it. Also, we created an up-to-date user persona portrait. It's a pity, but our way of the site's improving we continued without Katie.

FULL REPORT HERE