New-Website-Launch-Tracking-Dashboard

This repository contains the comprehensive report for the New Website Launch Tracking Dashboard, analyzing performance metrics from March 26 to April 1, 2018. Following the launch of the new site design, this report examines key conversion rates across devices, browsers, sales trends, pageviews, and site speed.

Tools Used:

Google Analytics, SQL, Excel.

Data Collection

The data used in this report is based on real scenarios from my previous company. However, the figures have been modified to maintain confidentiality.

Devices:

• After the new site launch, the highest conversion on desktop (excluding the first day) was on March 30, 2018 (5.14%).
• The highest mobile conversion occurred on March 31, 2018 (3.68%), while the first day saw a 2.7% conversion.
• On tablets, the highest conversion was on the first day (6.26%), followed by March 28, 2018 (4.2%).

Browsers:

• Desktop: Except for Chrome and Safari, the highest conversion across all other desktop browsers occurred in the week following the new site design launch (March 26 - April 1, 2018).
• Mobile and Tablet: On mobile and tablet, the highest conversion for all browsers (except Android Browser, Firefox, Internet Explorer, Safari, and Samsung Internet) was in the week following the new site design launch (March 26 - April 1, 2018).

Sales:

• Average Orders (March 1-25, 2018): 450
• Average Orders during the week of the new design launch: 560
• Average Orders (excluding March 30-31, 2018): 415
• No significant change in real-time users or channel-wise sales, though organic sales increased slightly compared to the average.

Pageviews:

• The bounce rate decreased on all pages except the Home and Payment pages.
• Unique pageviews increased across all pages.

Funnel Data:

From Home/Browse to Invoice:

• On average, conversion from Home/Browse to Cart increased by 3.35%, and from Cart to Shipping by 1.81%, but dropped from Shipping to Payment (2.58%) and from Payment to Invoice (7.79%). Overall conversion increased by 0.79%. (Comparison between the week before and after the site went live)
• The highest conversion was on March 31, 2018.

From Detail to Invoice:

• On average, conversion from Detail to Cart increased by 2.83%, and from Cart to Shipping by 2.77%, but decreased from Shipping to Payment (2.77%) and from Payment to Invoice (7.82%). Overall conversion increased by 0.62%. (Comparison between the week before and after the site went live)
• The highest conversion was on March 31, 2018.

From Any Page to Invoice:

• On average, conversion from Cart to Shipping increased by 3.89%, but dropped from Shipping to Payment by 1.27% and from Payment to Invoice by 7.69%. Overall conversion decreased by 0.51%.
• The highest conversion was on March 31, 2018.

Site Speed Data:

• Desktop: The average load time decreased across all browsers except Opera. (On average, Firefox decreased by 3.59 sec, and Safari by 4.09 sec)
• Mobile and Tablet: The average load time decreased for all browsers except Firefox, Safari (In-app), and Android Browser. (On average, Android Webview decreased by 7.85 sec, Edge by 9.78 sec, Internet Explorer by 6.90 sec, Safari by 4.34 sec, and Samsung Internet by 5.78 sec)

Key Insights from the Data:

Conversion Rates:

• The new site design positively impacted conversions across all devices, particularly on desktop and mobile.
• The highest conversion rates were seen in the days following the site launch, indicating that the redesign effectively engaged users.

Browser Performance:

• The redesign significantly improved conversions on most desktop and mobile browsers, particularly during the launch week, except for a few outliers like Chrome and Safari on desktop.
• For mobile and tablet, browsers like Android Webview and Edge saw substantial improvements, while Safari and Firefox lagged slightly.

Sales Boost:

• Average orders spiked in the week of the redesign launch, showing a 39% increase compared to the earlier part of March. This suggests that the redesign and associated marketing efforts were successful in driving user engagement and transactions.

Funnel Drop-offs:

• While the initial steps in the funnel (from browsing to cart and cart to shipping) saw conversion increases, there were noticeable drop-offs from shipping to payment and payment to invoice. Addressing these steps could further improve the overall conversion rate.

Bounce Rate and Pageviews:

• A decrease in bounce rates across most pages indicates higher user engagement post-launch. The increased unique pageviews suggest users were more actively exploring the site.

Site Speed:

• The improvements in site speed, particularly on mobile devices, likely contributed to better user experiences and higher conversions. However, performance on a few browsers (e.g., Firefox and Safari on mobile) still lags and could be further optimized.

This report provides valuable insights into the effectiveness of the new site design, with strong performance in conversions, user engagement, and site speed. However, addressing funnel drop-offs and browser-specific performance issues could further optimize results.