I created 4 personas cohort in GA. Ok, now it's time to introduce to you the following pet owners: Kelly -young pet owner without experience, but with a big passion for catі. She is a young woman that interest in self-development and shopping. She wants to know how to feed a pet, care about its health and buy perfect food.User's like Kelly we have only 0.2%. These users prefer some brands (that blurred) for cat and dog, as we can see cat preferences were more than a dog. Kelly didn't spend a lot of time (nearly 1 minute) on the site and quickly exited from the site (BR is near 84%). But here we can see that users like Kelly returned to the site.

Katie – experienced pet owner, busy person with her own business or top management position. She has a pet and wants to read an article with a deeper knowledge of pets than Kelly and buy pet food. Katie type (4.61%) prefers more cats than dogs (we can see it from brand preferences) and spent nearly 1 minute on the site and quickly exited (nearly 79%). An interesting conclusion is that Katie's type of user returned to the site 26%. Here it seems that Kelly and Katie prefer to check the site, added it to their bookmarks and returned to it at a more comfortable the time.

Elly - breed enthusiast with huge knowledge about pets, breeds and food. She read only articles from a famous breeder and looked for professional food that resolve a problem with health.Elly type users (4.61%) prefers cat (9,21% of Elle's type user) and spend more time on site and has a lower rate of BR than previous personas.

Dave – didn't know what he did in this list. Dave's daughters want a pet, not Dave. But as a devoted father, he buy a pet. Dave has had an experience with pet care. He did his minimum need duty for the pet – buy food and walk. The user persona portrait brings to me stakeholder and the author didn't completely agree with all persona avatars.Dave type (3.86%) prefers cat (all likes cat) and spend more time on site and didn't want to return. It's obvious, Dave wants to buy food, complete tasks from his daughter, feed the dog and watch his favourite TV show. Notice that it's not all users on the site that we can identify according to user persona parameters.

The next section summarized the score from all users to engagement metrics. This metric is easy to read and comprehend.

Now let's track the user flow of these users. I divided the user's activity into two types: purchase mode and reader mode. Both modes are 100%. Now, I show you what prefer to do these 4 users and from the articles section, they click to buy button. From Kelly's cohort, only 3,71% prefer to buy products. Those users landed on the site through Organic channel to Dog pregnancy articles and after that, they immediately exited from the site (it shows to us that high BR is near 90%) From Katie's users, 11.21% of users want to buy pet food. Katie's cohort landed on the site through Organic search to Cat age calculator and dog pregnancy pages. And this cohort also quickly left the site. Elly's users are more focused on purchasing and have a low bounce rate near 83%. The scope of the interest was articles about dog adaptation, pregnancy and cat age calculator. Yeah, experienced owners also liked fun. Dave-purchasers are 12.53% and they interested in dry food for cat that increases cat's life, age calculator and dog pregnancy tips.

Let's see how our heroes resolve the following task – finding information about feeding pets. Summarizing results from all charts highlighted only interesting tendency In reader mode, all user's cohorts showed less BR than in purchasing mode Users like Elly want not only to read one article, users from this cohort showed the best result on the site surfing – 1.99. Elly and Dave initialized search more frequently than other cohorts of users. The most popular pages from all user types were human food for cat and reason in meow at the night.