Picture from Unicef for an unsolicited charity event
Data for Charity
Brief
Design a (pretend) charity event where UNICEF will benefit from all profits from one product.
UNICEF e-shop sells branded products but hasn’t looked recently at its analytics.
We will use data to identify the best way to launch their charity event.
SPOILER ALERT: the best-selling article is the Google Unisex Black Eco Tee and we will use email campaigns to attract users.
Reminder: this is a student project with a hypothetical scenario. All results are based on the Analytics from the Google Store and Unicef didn't mission me.
1
Goals
Analyse the analytics of the website to
1- Check its efficiency
2- launch a charity event through the website
2
Process
Use any data from Google Analytics to give feedback about users and sales and then focus on the charity event with one item to sell to get funds for Unicef.
3
Starting Point
We started by examining the first report, number of users and new users over a short period go time (1 month): we found a peak in traffic, one first clue.
Overview of Google Analytics 4
1
Life Cycle reports
Breaks down user activity at each stage in the customer user journey, from acquisition to retention.
2
User reports
helps you understand the people who use your websites and apps, such as ages, interests, devices, and app versions.
3
Technology reports
shows traffic by the technology your audience uses
Users
1
Starting point
We can see there are more new users on Sept 26-27.
2
User acquisition
<<<more precisely how new users are acquired:
2 main channels: Direct and Organic Search
That mean they perfectly know your company
3
Technology reports
By looking more deeply into the next report, you will see that the source of acquisition called “email” brings you a high average engagement time (7 min 02).
By looking more inside User acquisition reports, I found that a very specific email campaign generated the peak in users.
Now that we know WHO are the users, WHAT attracts them,
HOW to reach out to them,
we can FOCUS on the ONE ITEM
we want to sell for the Charity Event
Picture from Google Merchandise Store for an unsolicited charity event for Unicef
Best-selling
In this case, those metrics are showing us the same article: the GOOGLE UNISEX ECO TEE BLACK
Here, 2 elements are very important for our analysis:
- the Basket-To-View rate
- the Purchase-to-View rate
The Basket-to-View rate is the number of users who added an item to their shopping cart per users who viewed the item.
The Purchase-to-View rate is the number of users who purchased an item per users who viewed the item.
The higher those rates,
the more attractive is that item.
Design Process
1
Information from metrics
We know now that most of the users of the website are AMERICAN, they use their DESKTOP to come to the website and they are generating most of the revenue independently of any other influence.
They are very reactive to emailing campaigns and the best-selling article is the Google Unisex Black Eco Tee.
2
Usability Test
We will gave 5 users of the targeted users the specific task of buying the best-selling article we will use for the charity event.
We performed a guerrilla usability testing based on how long does it take them to find the article and buy it and fix all the pain points found during the task.
3
Sketches and Final version
We used the information from metrics and the usability test results to design 3 versions of the homepage. The client chose the version he preferred but it could have been validated by a quick A/B testing on our 5 users.
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