Viewing our Week 2 data

This page, updated on 25th July 2019, displays the data generated in Step 2.2 in Week 2. Our ‘marketing objectives’ were to:

  • double the number of visitors to the 3-page website
  • decrease the bounce rate
  • add as many new user countries and cities as possible

Results

Figure 1 shows the number of visitors to our test second test web site. The objective of doubling the number of visitors to our sites was not achieved :-(

The bounce rate was 20.61% which was about twice that for our previous site and did not achieve the objective of reducing the bounce rate.

Figure 1. Number visiting our second test site, 14 - 25 July 2019 Number of visitors to our site

Figure 2 shows the countries of the visitors to our second test web site to 15th July 2019. This was less than half of those who visited our first web site, so we did not achieve the objective of doubling the number of countries.

Figure 2. Countries of visitors to our 2nd test site, 14 - 25 July - 2019 Countries of visitors to our second test site, 14 - 25 July 2019 Countries of visitors to our second test site, 14 - 25 July 2019

Figure 3 shows that the number of cites of our visitors reduced, so again the objectives of our campaign were not met.

__Figure 3. Cities of visits to our second test, 14 - 25 July 2019 Cities of visits to our second test, 14-25 Jul 2019 Cities of visits to our second test, 14-25 July 2019

Success or Failure?

Google Analytics suggests that our second experiment in collecting data did not achieve its objectives and the second experiment could be considered to be a failure.

However, the point of this exercise was to see if Google Analytics can be used to assess if our ‘campaign’ to increase the number of users etc. worked. Google Analytics makes it quite clear that our campaign to bring more users to the second website failed. If this were a commercial campaign this information could be invaluable in redesigning the campaign to achieve it objectives. In this respect the experiment was successful in giving us information about the use of our website.

What do you think?

Was our second experiment a failure. Why do you think we could not increase the number of visitors to our second test website? Did Google Analytics do a good job in giving useful information about the campaign and its results?

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This article is from the free online course:

Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts

UNESCO UNITWIN Complex Systems Digital Campus