Google Analytics | Sustainable Sips

Diana Nguyen

Based on the Google Analytics report above, there are four takeaways that I would like to propose to the marketing team to guide our efforts next month.

Positive results

1. Organic Search
Our new users' data shows an increasing trend of 150% from last month, indicating that our organic search strategy is working. To continue this success, we should use metadata to help search engines understand that the website is about reusable water bottles. We can resume using keywords in the meta title, meta description, image alt text, and URL slug.

Opportunities for improvement

1. Increase Call-to-Actions
Our average session duration has decreased by 21.73% from last month, indicating that customers spent less time on the website during a single session. To address this, we can add engaging call-to-actions, such as a "Shop Now" CTA button, to encourage customers to explore reusable bottles and make a purchase. Additionally, we can add a CTA button inviting Sustainable Sips customers to sign up for the newsletter to communicate with customers about new products, promotions, and updates. These CTAs will increase customer interactions during their visit to the website, resulting in customers spending more time on the site.

2. Tailoring the Site to the Target Audience’s Needs
The metric of "pages per session" displayed a decreasing trend last month, which indicates that customers are browsing through fewer web pages during their visits to the website. To combat this, we can incorporate content that is relevant to trading in their old reusable water bottles. As a benefit of trading in their old bottle, customers can receive a $5.00 discount on their next purchase from Sustainable Sips. This action of recycling their bottle can encourage customers to purchase another bottle, resulting in an increase in the average number of pages viewed per session. In general, this will promote efficient and proper recycling practices while also enhancing the likelihood of purchasing a new water bottle.

3. Cross-Selling and Upselling
The metric of "number of sessions per user" displayed a decreasing trend last month, which indicates that there are fewer average number of times a customer visits a website within a specific time period. To improve “number of sessions per user”, we can offer related products that will require customers to make frequent purchases, such as water bottle cleaning tablets, caps/lids or insulated bottle sleeves. By increasing the number of sessions per user, Sustainable Sips can improve customer retention, increase revenue, and enhance user experience.