It's my solo project. I led the UX researcher and web analyst of the project for a pet-caring and feeding company. I led efforts to create dashbord for tracking reteined user activity on the site.
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Here I investigated the site of the pet food company that has a blog and product section. The articles are divided into themes like caring, feeding and finding sections. The dashboard is dedicated to researching the audience of returned users to the site. Who are those people? What do they like? Do they have favourite pages on the site? What is their usual time for a visit? Are you interested too? Let's jump to it!
For security and confidential reasons, I can't write information about the company's name and data. All data collected for this case study was changed and show only tendency, but provided data is not real.
In the first section, you can see the chart is explaining what channels users prefer to visit the site and their favourite user's page. Also, engagement metrics were presented at the top of the section. The charts showed us that Paid and Other channel is preferable. Hmm, what is the mystery Other section? The researcher need to check GA settings and clarify what kind of channel it was. Favourite user's pages are the pet's age calculator, home page and article dedicated to dog's pregnancy. Let's check the engagement metrics of this site. Amount of returners is only 2,38%, but the quality of users is higher than new users – they spent more time on the page, less bounced from the site and frequently initialized inner site's search (only 0.2% of new users initialized the site's search controversial 2.37% returners). But pages per session metrics are still low – 1.51. But it can be easily explained. Returners knew what they look like and landed directly on to correct pages, thus they got data that they need. Low BR is proven by this theory.
The second section of the report researched in detail user way through selected article's branches like feeding, finding and caring. The most popular section is feeding. But notice that finding and caring are also growing sections.
The next section showed us those returners who looked for Pro Plan, Go cat and Pro Plan Hypoallergenic food for their pets. After coming back users looked for product details, try to buy products and read about pet breeds.
As we can see from the following section we have a rule for this site (this rule we can apply for a lot of sites) - if a user didn't come back on the first day, a possibility that users will come back later is near 0. User's preferred to return to the site between 2 pm and 6 pm. Converging this fact and the short time of sessions we understand that pet handlers quickly order food for a pet from work. Sometimes, after lunch, we remember that pair of hungry eyes waiting for us at home and started to surf the net to find delicious supper for our little friends. At this moment, dynamic remarketing gets us.
As we can see from previous sections, a lot of users came from paid search. Thus, the following section is showed what keywords are most popular for returners. Here we can check the landing page too and compare keywords and content of landing page. If the landing page didn't connect with keywords, thus you need to check your SEO development on the site. Notice, that here I had worked only with data from GA universal, without access to Google Ads account data.
The next part is demonstrated the user's way after return. And here, we can see a strange thing – user's exit from the landing page. I explained it higher of this case.
Ok, but what about returners from social networks? Here we can see that the most popular social network for returners is Facebook, but all interactions of returners on the site decreased. It connected with a problem of site functionality i.e. share buttons and buttons of access to social networks on site didn't work.
The section with single session users has two explanations. First, users didn't interest in the content. Second, they completed their task and quitted from the site like on Contact page.
The final section contained short recommendations from Glassbox and SessionCam about users' struggles with dead-click and scrolling. Also, here I add some important layout issues that must be fixed.
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