PROJECT REVIEW
I built an Analysis Goals Dashboard for DigitalPath Innovations using Tableau.
This project delivers actionable insights into content interaction, engagement metrics, and conversion rate optimization.Â
Case Overview
DigitalPath Innovations, a leader in digital marketing solutions, seeks to enhance its website's user experience to improve engagement metrics, conversion rates, and customer satisfaction. The company has conducted an A/B test over a two-week period, presenting two distinct versions of its webpage (Version A and Version B) to a randomized group of users. This experiment aims to identify which webpage version performs better across various user engagement metrics.
DigitalPath Innovations has compiled a detailed dataset capturing user interactions, behaviors, and responses to each webpage version. This dataset presents a unique opportunity to analyze the effectiveness of each design, inform future design iterations, and ultimately enhance user experience based on data-driven insights.
Data Dictionary
UserID: Unique identifier for each user
SessionID: Unique identifier for each user session
Version: The version of the webpage the user was shown (A or B)
Date: Date of the session
TimeSpent: Total time spent on the webpage in seconds
PagesViewed: Number of pages viewed during the session
ActionsTaken: Total number of actions taken (e.g., clicks, form submissions)
ProductViewed: Number of products viewed
ProductAdded: Number of products added to cart
CheckoutInitiated: Whether the user initiated checkout
PurchaseMade: Whether a purchase was made
FeedbackSubmitted: Whether feedback was submitted
VideoWatched: Whether any video content was watched
ReferralSource: The referral source that led the user to the webpage
Industry Standards for Performance Measurement
The benchmark performance industry standards:
Average Time on Site: 2-3 minutes
Conversion Rate: The E-commerce industry average is about 2-3%
Pages per Session: 2-5 pages
Bounce Rate: 40-60% for e-commerce websites
Checkout Initiation Rate: 10%
Purchase Completion Rate: At least 50% of initiated checkouts
Analysis Goals
The project's objectives include:
Engagement Metrics Analysis: Assess how each webpage version impacts user engagement, as indicated by time spent on the site, pages viewed, and actions taken.
Conversion Rate Optimization: Compare the conversion funnel for both versions, analyzing metrics from product views to purchase completion.
Content Interaction: Investigate the influence of the webpage version on content interaction, specifically video-watching behaviors.