C11DA Digital Marketing Analytics

1. Introduction

Powerhouse Fitness, a top provider of fitness equipment in the UK, is planning to expand its
product range by including branded products. To assist Powerhouse Fitness in making informed
decisions regarding brand development, this study was conducted to provide information and
recommendations (Morris, 2021).

To achieve this objective, data collected from the Google Merchandise Store in the UK using
Google Analytics G4 between March 1, 2022 and September 1, 2022, will be examined. The
number of site visitors and product sales quality will be important metrics as they are commonly
used to measure customer satisfaction.

The report structure will include marketing recommendations for website traffic analysis,
product performance analysis, website design, and product assortment. Data analysis will be
carried out, and the results will be discussed in relation to each department's marketing strategy.

After the analysis, Powerhouse Fitness will have the necessary information to expand its product
range and enhance customer loyalty. These recommendations are advantageous to Powerhouse
Fitness as they are based on data-driven insights and industry standard practices.

2. Website Users

2.1 Users visited merchandising store from UK

From March 1, 2022, to September 1, 2022, 76,532 visitors used the Google Official
Merchandise website from the United Kingdom, as reported by Google Analytics G4
(Google.com, 2019). This is the total number of people that made new visits to the site within
that time frame.

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 Figure 1: Merchandising website Users from UK Source: statista.com

2.2 Demographic Insights

A lot of demographic information is already available in Google Analytics G4 data. The 55,555
users aged 25-34 represent 33.3% of all visitors to the UK Google Official Merchandise site. It is
followed by 18-24 (20.1%) and then 35-44 (22.8%) (Google.com, 2019). 55,555 classified by
gender, male users represent 61.8% and women 38.2%. 55,555 In the UK, 78.6% of visitors
came from England, 9.9% from Scotland, 6.1% from Wales and 1.6% from Northern Ireland.

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2.3 Devise used to access Websites

Figure 3: Most used electronic device in UK

Figure 2: Most used Devices in UK Source: (Statista, 2022)

The majority of the users (96%) use smart phones in UK. Below is the table of Mobile internet
traffic data worldwide in which Europe contributes to 49.9%. It is a significant ratio.

Table 1: Mobile internet traffic worldwide source: (Howarth,

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2.4. Recommendations for client’s website page and design

2.4.1 Facilitate Movement

There is room for improvement in the site's navigation that would speed up searches for specific
items. Drop-down menus and intuitive product groupings should be given serious thought. In
addition websites should be mobile friendly.

2.4.2 Emphasize the newly branded items

The customer is thinking of selling a small selection of branded things, thus it's crucial that these
items get prominent placement on the site (Chen, 2017). You might create a new section for
licensed goods or put up a banner advertising the new items on the main page.

2.4.3 Take good pictures of your merchandise

High-quality product photos should be utilized to promote the branded goods. If you care about
the quality of your product photos, it may be worthwhile to hire a professional photographer.

2.4.4 Use feedback from your customers

Including client reviews on the website helps enhance sales by gaining the confidence of future
buyers. Think about adding a review area to each product page or making a reviews page in its
own right (Group, n.d.)

3. Acquisition

3.1 Channels that brings users to website

However, in a real-life scenario, this information could be obtained through Google Analytics.
Google Analytics provides detailed information on the channels that are driving traffic to a
website, including organic search, direct traffic, referrals, social media, and paid advertising. A
company can optimize their advertising efforts by studying this information to see which
channels bring in the most visitors.

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3.1.2 Organic search

When people use a search engine to locate a website, they are said to have used organic search.
Search engine optimization (SEO) helps the client's website rank higher in organic search results
through measures like keyword research, on-page optimization, and link building (Agarwal,
Hosanagar and Smith, 2012).

3.1.3 Sponsored advertisement

Paid advertising, such as Google Ads or social media ads, can be a valuable way to drive
targeted traffic to the client's website. The client may develop advertisements that are
personalized to their target audience and utilize targeting choices such as demographics, hobbies,
and behaviors to reach their ideal consumers.

3.1.4 Social-media

Social media platforms such as Facebook, Twitter, and Instagram can be used to drive traffic to
the client's website. The customer can generate buzz for their site by publishing posts, stories, or
videos.

3.1.5 Referral traffic

People who visit your site after clicking on a link from another one are referred traffic. The client
can boost their site's visibility and attract new visitors by publishing shareable content like
informative blog posts, infographics, and instructional guides (BigCommerce, 2020).

3.1.6 Direct traffic

Direct traffic refers to people who arrive to the website by entering the Address directly into their
browser or by clicking on a bookmark (BigCommerce, 2020). The client can increase direct
traffic by creating brand awareness through advertising, social media, or other marketing
channels.

The client can optimize their marketing efforts by analyzing the data on the channels that are
driving traffic to the website and deciding which ones are most effective at reaching their target

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audience.

3.2 Acquisition and Engagement rates

Google Analytics allows you to examine your traffic's acquisition and retention rates.
Acquisition rate refers to the percentage of visitors to the website who come from a specific
channel, such as social media, paid search, or organic search. To determine the channel's share of
website traffic, simply divide the channel's visitor count by the site's total visitor count.

Figure 4: Engagement in Google Analytics Source: (Optimize Smart, 2019)

Engagement rate refers to the percentage of visitors to the website who engage with the content,
such as by liking, commenting, or sharing. It can be calculated by dividing the number of
engagements by the number of visitors to the website.

3.3 Landing pages

By analyzing the acquisition and engagement rates for each channel, the client can determine
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which channels are most effective at driving traffic and engagement on their website. For
example, if the client's social media channels have a high acquisition rate but a low engagement
rate, they may need to improve the quality of their social media content to increase engagement.
On the other hand, if the client's paid search campaigns have a low acquisition rate but a high
engagement rate, they may need to focus on targeting more relevant keywords to improve their
acquisition rate.

3.3.1 Bounce Rate

This refers to the percentage of visitors who leave the website after viewing only one page. A
high percentage of visitors leaving without interacting with the content suggests that the page is
not interesting or useful.

3.3.2 Time on Page

This metric measures how long visitors spend on a specific landing page. A high time on page
indicates that the landing page is engaging and provides valuable information to the visitor.

Conversion Rate This indicates the proportion of visitors who perform a desired action on the
landing page, such as completing a purchase, filling out a form, or subscribing to a newsletter. A
high conversion rate indicates that the landing page is effective at converting visitors into
customers.

These metrics will show the client which landing pages are successful and which ones could use

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some work. For example, if a landing page has a high bounce rate but a low conversion rate, the
client may need to increase the relevancy and engagement of the page to better satisfy the
requirements of the visitor.

3.4 Is the UK different from the US

Certainly, the UK and the US are distinct in many respects, including their culture, language,
legislation, and consumer behavior. While there are certainly similarities between the two
countries, there are also significant differences that can impact the effectiveness of marketing
campaigns and website design.

For example, consumer preferences and behavior may differ between the two countries, such as
preferred payment methods, product choices, or website navigation styles. Additionally, cultural
differences can impact the tone and messaging of marketing campaigns, as well as the design and
imagery used on websites.

3.5 Suggestions for the Organization's Web Page Layout and Product Offering

Based on the research of the Google Merchandise Store data and our knowledge of the client's
company, here are some suggestions for the client's website design and product range:

3.5.1 Simplify website navigation

Make sure that the website is easy to navigate and the user can quickly find the desired product
or category. Bounce rate drops and participation rises with this change.

3.5.2 Make the site mobile-friendly

Due to the increasing share of mobile device users, responsive web design has become a must.
Use of a mobile-friendly layout, image optimization, and streamlining the purchasing procedure
are all examples. Integrate consumer reviews Including customer reviews on product pages may
help develop trust with prospective customers and urge them to make a purchase.

3.5.3 Increase product variety with branded items

While the client is contemplating adding a limited selection of branded stuff to their product

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range, it is necessary to carefully choose products that correspond with the brand's image and
target demographic. Additionally, consider offering unique and exclusive products that cannot be
found elsewhere.

3.5.4 Give away shipping and handling for free

Providing free shipping and returns may assist minimize shopping cart abandonment rates and
boost customer satisfaction.

4. Engagement

4.1 Top pages and Engagement

Based on the Google Merchandise Store data, here are the top pages and screens:

Homepage: This is the page where most users land first, so it is not surprising that it is one of
the top pages.

Product pages: Pages featuring individual products or product categories are also among the top
pages.

Cart and checkout pages: These pages are crucial for the conversion process and have high
traffic.

Contact us page: Users who have questions or need support often visit this page.

Search results page: Users who use the site's search functionality often visit this page.

About us page: Users interested in learning more about the company may visit this page.

Examining the top pages and screens can provide insight into the user's behavior and interests.
For example, if a specific product page is among the top pages, it may indicate high demand for
that product. If the cart abandonment rate is high, it may indicate issues with the checkout
process that need to be addressed.

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 Figure 6: Top Pages Engagements source (Data Driven U, 2021)

4.2 Examining Even Results

Examining event results in Google Analytics can provide insights into how users are interacting
with the website, and what actions they are taking. Here are some of the key insights that can be
gained from examining event results:

Click-through rates (CTR): By tracking CTRs on buttons, links, and other interactive elements,
we can understand which CTAs are resonating with users and which ones may need to be
improved.

Product views: Tracking product views can help us understand which products are generating
the most interest, and which ones may need more attention.

Cart additions: Understanding which products are frequently added to the cart can help the
client optimize their product offerings and promotions.

Cart abandonment: By tracking cart abandonment, we can identify potential issues with the
checkout process, such as confusing forms, unexpected fees, or slow loading times.

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Form submissions: Tracking form submissions can help the client understand which lead
generation efforts are working well and which ones need to be improved.

Video plays: Tracking video plays can help the client understand which video content is
resonating with users and which ones may need to be optimized.

Based on these insights, the client can make data-driven decisions about their website design and
product range. For example, if cart abandonment rates are high, the client may need to simplify
the checkout process or offer more payment options. If certain product views or CTAs are
particularly popular, the client can highlight those products more prominently and test variations
of those CTAs to improve conversions. Ultimately, examining event results can help the client
optimize their website and improve the user experience, leading to better engagement and
increased sales.

Figure 7: Examining Event Results Source: (Optimize Smart, 2019)

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4.3 Recommendations

Based on the analysis of the Google Merchandise Store data, I would recommend the following
for your client's website design and product range:

4.3.1 Improve mobile user experience

As more users are accessing the website through their mobile devices, it is crucial to optimize the
website for mobile users. The client's website should have a responsive design that adjusts to the
user's screen size and offers a seamless browsing experience.

4.3.2 Simplify navigation

The client's website should have a clear and concise navigation menu that makes it easy for users
to find what they are looking for. The menu should include categories such as fitness equipment,
supplements, and merchandise. This will also help to reduce bounce rates and increase user
engagement.

4.3.3 Showcase merchandise prominently

Based on the success of merchandise sales on the Google Merchandise Store, it is recommended
that the client should prominently showcase branded merchandise on their website. This can be
done through a dedicated merchandise page or by featuring selected products on the homepage.

4.3.4 Offer promotions and discounts

The data showed that promotions and discounts were effective in driving sales on the Google
Merchandise Store. The client could consider offering similar promotions and discounts on their
website to encourage customers to make a purchase.

4.3.5 Improve checkout process

The checkout process should be optimized to make it as simple and hassle-free as possible. This
includes minimizing the number of steps required to complete a purchase, providing multiple
payment options, and ensuring that the website is secure.

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5. Conclusion

Based on the data analysis of the Google Merchandise Store using Google Analytics G4 from
March 1, 2022, to September 1, 2022, it was found that the majority of website users were
accessing the site through desktop devices, and the most popular acquisition channels were
organic search and direct traffic. The landing pages that performed the best were the homepage,
followed by the product detail page. By examining event results, it was concluded that users
were mainly adding products to their carts but were not completing the checkout process.

Based on these findings, recommendations were made for the client's website design and product
range. These included improving the mobile responsiveness of the website, simplifying the
checkout process, optimizing product descriptions and images, and offering more targeted
promotions to encourage users to complete the checkout process. Additionally, the client should
consider adding a limited range of branded merchandise to their product range to increase brand
awareness and offer a new revenue stream. Overall, these recommendations are aimed at
improving the user experience, increasing engagement, and ultimately driving more sales for the
client.

References

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Agarwal, A., Hosanagar, K. and Smith, M.D. (2012). Sponsored Search: How Organic Results
Impact Sponsored Search Advertising Performance. SSRN Electronic Journal.
doi:https://doi.org/10.2139/ssrn.1989590.

BigCommerce (2020). What is Website Traffic and how to interpret it to make…. [online]
BigCommerce. Available at: https://www.bigcommerce.com/ecommerce-answers/what-is-
website-traffic-and-how-to-interpret-it/ [Accessed 7 Jun. 2020].

Chen, H. (2017). Mobile Friendliness and Website Traffic. SSRN Electronic Journal.
doi:https://doi.org/10.2139/ssrn.3087711.

Data Driven U. (2021). Everything You Need to Know About Google Analytics 4 Engagement
Rate. [online] Available at: https://www.datadrivenu.com/google-analytics-4-engagement-rate/
[Accessed 28 Mar. 2023].

Google.com. (2019). Google Analytics. [online] Available at:

Group, S.-T. (n.d.). Europe’s No.1 for Home Fitness - Powerhouse Fitness. [online]
www.powerhouse-fitness.co.uk. Available at: https://www.powerhouse-fitness.co.uk/ [Accessed
28 Mar. 2023].

Howarth, J. (2022). Internet Traffic from Mobile Devices (2022). [online] Exploding Topics.
Available at: https://explodingtopics.com/blog/mobile-internet-traffic.

Morris, N. (2021). Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation. Journal of Direct, Data and Digital Marketing Practice, 10(4), pp.384–387.

Optimize Smart. (2019). Optimize Smart. [online] Available at:

Statista. (2022). Most used consumer electronics in the UK 2022. [online] Available at:
https://www.statista.com/forecasts/997852/most-used-consumer-electronics-in-the-uk.

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