You are on page 1of 14

Fanshawe College – Liz G.

The Tea Haus Report on Google Analytics

December 7 th 2012

Contents

Visits, pageviews and bounce rate changes by Country / Region............................4

Engagement............................................................................................................7

Mobility / Device Usage...........................................................................................7 Browser Usage........................................................................................................9 Pageviews by URL.................................................................................................13 Bounce Rate by Landing page Filter Visits >100...................................................14

Meta-titles.............................................................................................................15

Canonicalization and Duplicate Content................................................................17 Sites with highest amount of referral traffic (Filter >50)..........................................22 High quality and low quality traffic...........................................................................24 Organic Traffic by Keyword.......................................................................................27 Non-Branded Keyword Traffic....................................................................................28 Keyword Specific Landing Pages...............................................................................29

Report Introduction A Three stage Approach

Within the enclosed report, extensive analysis is done within three areas pertaining to The

Tea Haus’ google analytics. The report is broken down into three key areas:

  • 1. Audience Metrics

  • 2. Content Metrics

  • 3. Traffic Sources

By better understanding the data from these three areas within google analytics, The Tea

Haus can expect to not only better understand the types of users that visit their website, but

understand how they consume content as well as where the sources of this traffic comes

from.

While this report provides recommendations that the Tea Haus can make immediately to

help improve these metrics, this sort of analysis should be done on a semi-regular basis, as

changes that are made must be monitored for success, and then reassessed to ensure

optimal website usage by The Tea Haus’ users.

Part A: Audience Metrics

Analysis needs to be made continually on these metrics as they are deemed important. By tracking changes in Audience Metric data, The Tea Haus can get a head start responding to user changes, website usability issues, and finally customer engagement, geographical, and technology trends

Introduction

For the Audience Metrics section of the report, we have decided to structure our analysis to

answer three basic questions:

  • 1. Which demographics are visiting the site and how have these numbers changed over time.

  • 2. What is the engagement level of users as they visit the site? Which users are most engaged and how to do they engage with the website.

  • 3. How do customers use technology (Browsers & Devices) to visit the website? How has this changed year-over-year, and what implications do these changes have.

By presenting some basic audience metrics and understanding how they have changed over

time, we hope to provide insight on why these metrics are important, how they should be

monitored as more data comes in, and most importantly how these metrics should guide any

changes made to The Tea Haus’ website in the future.

It is important to highlight that we have selected two time-periods to evaluate data. First,

March 1 st , 2012 – Sept 25 th , 2012. This date is the longest period which we can get a year-

over-year comparison. Second, we have selected Sept 26 th , 2011 – Feb 29 th , 2012. This

time-period holds data that surrounds high-volume seasonality trends through the winter

season.

Seasonal data has been excluded from this section of the report. While number of

visits/visitors increases dramatically, for the purpose of studying audience, overall ratio of

new/returning, as well as location and technology users have shown little to no difference.

Demographics

Visits, pageviews and bounce rate changes by Country / Region

         

What

   

Region is

most

----

Total

Visit

s

2011

Total

Visits

2012

Page

View

s

2011

Page

View

s

2012

traffic

coming

from in

2012?

How has

traffic

changed

from 2011?

How has the Region Bounce Rate changed

from 2011?

(total

visitors)

Canad

8,12 0

13,01 8

8.5

7.38

Ontario

Ontario

Ontario up

a

8,153

+40.67%

+3.12%

 

BC

BC

BC up

1,374

+107.55%

+3.24%

 

Quebec

Quebec

Quebec up

1,285

+156.49%

+18.33%

 

Alberta

1,112

Alberta

Alberta (-

+80.81%

6.67%)

United

2,48 4

1,093

4.59

6.91

Michiga

Michigan

Michigan

States

 

n 162

+116%

(-16.56% )

 

California

98

California

California up

(-59.17%)

+8.62%

 

New

New York

New York

York 87

(-59.35%)

(-26.72%)

Visits and Pageviews by City

 

City

Visits

Pages / Visit

 
 

London

2,855

7.49

Toronto

1,826

6.87

Montreal

761

5.86

Vancouver

495

3.96

Calgary

463

6.49

In 2012, most traffic (by total visits) is coming from cities in Canada:

  • 1. London: 2,855

  • 2. Toronto: 1,826

  • 3. Montreal: 761

  • 4. Vancouver: 495

  • 5. Calgary: 463

Based on the data provided from March 1 st 2011 to September 25 th 2012, the Tea Haus has

seen a significant increase in visitors from the Canadian market, and there has been a large

decrease in visitors from the United States.

The geographic region that pulls the most traffic is definitely Canada, of course because Tea

Haus is a Canadian based company. More specifically London Ontario, being that this is the

Tea Haus’ home, this makes perfect sense. The Tea Haus has done something significant for

serving its Canadian market because in all cases, visits have been increasing. Although

engagement levels fluctuate, in many cases (e.g. Tronto – +91%, Montreal - +157%,

Vancover – +170%) visits have doubled from 2011-2012.

While the amount of time that the Canadian market is staying on The Tea Haus’ page has

decreased, perhaps the site is allowing users to find the content they are looking for than it

was in the previous period. The most important metric to be paying attention to in this case

is conversion rate, and engagement should be watched to determine if interest in content is

waning.

If the Tea Haus saw a correlation between these engagement metrics and

conversion rates, one suggestion could be to allow consumers to do things such as, create

their own drink online, or learn to pair your favorite tea with the appropriate healthy snack

and so on.

Engagement

Returning and Unique Visitors

New Visitor

Visits

Visit %

Mar 25, 2012-Sep 25, 2012

9,645

71.51%

Mar 25, 2011-Sep 25, 2011

7,449

66.46%

Returning Visitor

 

Mar 25, 2012-Sep 25, 2012

3,843

28.49%

Mar 25, 2011-Sep 25, 2011

3,759

33.54%

The Tea Haus is seeing positive trends in the amount of new visitors to their site. From

5/25/12 to 9/25/12 The Tea Haus had 9,645 new visitors, in comparison to the same time

period in 2011 that saw 7,449 new visitors, an increase of 29.5%. With an excluded bounce

rate the visits still show a growth of 25%. Returning visitors is showing a slightly lower level

of positive growth. From 5/25/12 to 9/25/12 The Tea Haus had 3,843 returning visitors, the

same time period in 2011 had 3,759 returning visitors, an increase of only 2.2%. However

with an excluded bounce rate growth in returning visitors is 19.1% over the previous year.

The Tea Haus has been effective at growing their online presence, but the returning visitors

should show growth similar to that of new visitors. Based on ecommerce conversion

metrics, returning visitors are much more likely to result in a conversion. Because of this,

The Tea Haus should not lose sight of the fact that bringing customers back to the sight is

just as important as making sure they enjoy their current visit. As shown in the screenshot

below, the Tea Haus’ newsletter signup form is not only located at the bottom of the page,

far below the ‘fold’ (below the sites viewable area at entrance), but it gives no reason to

subscribe. A simple description about what’s included and what sort valuable content is

provided could increase subscriptions, and potentially conversions.

Engagement

 

Pages per visit

Average time on site (excluding

(Excluding Bounce)

Bounce)

Mar 1, 2011 - Sep 25,

   

2012

11.8

7:35

Mar 1, 2011 - Sep 25,

   

2011

11.31

6:11

The Tea Haus has had a high amount of pages per visit in metric in both the 2011 and 2012

time frames and has not changed drastically since 2011.

The ‘pages per visit’ metric is

understandable given the number of pages the customer must follow to progress through

the website toward checkout. Though page per visit has showed identical metrics The Tea

Haus has seen a decrease in average time on site at a percent of -18:33%. A correlation

between time on site and pages per visit might be expected, but it is possible The Tea Haus

has made the navigation on their site easier for visitors. In addition returning visitors will

become increasingly more comfortable with the site, which would also account for the

decrease in average time on site. With the high number of pages per visit it is safe to

assume visitors are still going through the buying cycle. The main outcome The Tea Haus is

looking for is a purchase, an decrease in average time on site means visitors are reaching

the conversion point at a quicker rate than before.

Technology Use

Regarding Audience Metrics and technology, four metrics we have measured are Page Views,

Bounce rate, and the percentage of total views per variable. The three variables we have

analyzed are Browser Type, Mobile Use, and Mobile Device Types.

Mobility / Device Usage

As shown below, mobile visits have grown at a significantly higher rate than overall site

visits. From 2011-2012, mobile visits represented 4.6% (2011), and then 10.9% (2012) of all

visits to www.theteahaus.com. This represents a growth rate of 224% in mobile visits,

compared 28% for overall total visit growth. Bounce rates for mobile devices are slightly

higher, but not significantly higher than overall site bounce rates (48% and 41%). While

some of this growth can be accounted by the increased adoption rates and usage of

Smartphones, The Tea Haus should consider treating mobile and desktop visits very

differently.

For the period Mar 1, 2012 – Sep 25, 2012, over 10% of all visits are mobile. Recently,

ThinkwithGoogle published data that says 77% of consumers with smartphones use a mobile

device while inside of a store, and 67% of consumers with smartphones use them while

actually in a Café or Coffee Shop (www.thinkwithgoogle.com, 2012).

If mobile views are growing, and users are actively using their smartphones on site, The Tea

Haus should consider re-directing these visitors to a mobile site with landing pages catered

to mobile users. This would optimize customer experience, and most likely engagement.

The most interesting part about the mobile data was that the top three devices used are

The most interesting part about the mobile data was that the top three devices used are all

apple products. These devices do not differ significantly in bounce rate from the overall site

average. The implication of these numbers is huge. The site should certainly be touch

friendly if they aren’t already, and any mobile site should be tested for, or even catered to

iOS users.

Browser Usage Taken from the Browser & OS metrics page for the dates Mar 1 -

Browser Usage

Taken from the Browser & OS metrics page for the dates Mar 1 - Sep 25, 2011-2012, the

data below shows very clearly that while Safari visits are bouncing at a relatively healthy

rate, when compared to other Browsers, there is room for significant improvement. Safari

users represent almost 25% of all visits, yet are bouncing at a rate 10% higher. This may

not seem like a large number but if Safari’s bounce rate would have dropped from 52% to

the average rate of 40%, the site would have realize over 500 new visits over the
the average rate of 40%, the site would have realize over 500 new visits over the period.
Visitors
Average
Visit
Bounc
Browser
Date range
lost to
visitors lost
s
e Rate
Bounces
to bounce
Mar 1, Sep 25,
Internet Explorer
2012
4,532
36.80%
1667.776
Mar 1, Sep 25,
Firefox
2012
3,817
40.56%
1548.1752
Mar 1, Sep 25,
Safari
2012
3,709
52.31%
1940.1779
Mar 1, Sep 25,
Chrome
2012
3,184
39.23%
1249.0832

Mobile user engagement is stable. Page views have increased relative to visitor increases

and in fact, average time on page is at par with non-mobile visitors, which is good. It’s

possible that a lack of usability for mobile users is skewing the accuracy of the average time

on page, increasing because it physically takes more time to navigate via a smartphone

rather than a desktop unit.

Further analysis needs to be done from a user perspective

before actions can be taken.

Pages / Pageview Avg. Time on Mobile date_range Visit s Page Visits 13,92 No Mar 1-
Pages /
Pageview
Avg. Time on
Mobile
date_range
Visit
s
Page
Visits
13,92
No
Mar 1- Sep 25, 2012
7.18 100,043
0:00:35
6
11,09
No
Mar 1- Sep 25, 2012
Mar 1- Sep 25, 2012
Mar 1- Sep 25, 2012
7.28 80,812
0:00:42
7
Yes
5.02
9,628
0:00:44
1,917
Yes
4.63
2,725
0:00:41
589