This is the Adobe Analytics Challenge I participated in with my team Horizon. Our task was to determine the Sony PlayStation website performance. Our team focus on providing a fluent navigating path and identify engagement issues on this website based on the following metrics: exit rate, time spent on pages, times of reload, page flow.
Time span: 1 month
Objective & KPIs
Determine the website performance on providing a fluent navigating path and identify engagement issues
Path analysis on Q3 2016 (exit rate, time spent on pages, reloads)
The page flow reports demonstrated that many visitors started from the home page, navigated to the next page, and then went back to the home page or exited the whole website. By comparing data from the same pages over different time periods, we found that the exit rate of page b doubled from 28% in Q3 2015 to 57% in Q3 2016.
Our first assumption was that visitors lost interest in the products from this page. We pulled the report of time spent on page b in Q3 2015 and Q3 2016. Surprisingly, visitors spent more time on this page in 2016 than the previous year. The conclusion is that the content on the page is interesting but lacking a trigger point to keep visitors moving forward and knowing more details.
Our second assumption of the rapidly increased exit rate of page b was that the page content was too heavy to load at a relatively high speed. Some visitors lost patience and then exited. In addition to page b, the reloads of page c in Q3 2016 are almost 3 times that of Q3 2015.
Our third assumption was that there is missing information for visitors. According to our research, one-third of visitors were looking for help with ABC system upgrade. They entered page b, however, they realized that the information is not located on page b. Then they stopped navigating deeper on the page and had to go to another completely separated page. It is obvious that the website does not provide a clear and direct path for visitors.
WEBSITE OPTIMIZATION REPORT
Overall, the Sony PlayStation website has great performance, in terms of Google index (134k), Bing index (160k), Alexa rank (521), and SEMrush rank (353). There are 1.8k backlinks and 1.5k of them come from text links. As for organic search performance, 3,645 keywords bring a large volume of organic traffic (510k). Overall, the Sony PlayStation website has great performance, in terms of Google index (134k), Bing index (160k), Alexa rank (521), and SEMrush rank (353). There are 1.8k backlinks and 1.5k of them come from text links. As for organic search performance, 3,645 keywords bring a large volume of organic traffic (510k).
However, the website has issues on providing a fluent navigation path, which may harm its users’ experiences and reduce interaction with visitors. By comparing Q3 this year to the same quarter last year, it is indicated that some of the website pages have high back/exit rates. Based on our path analysis above, the main issues are that the page content is too heavy and that navigation loops prevent visitors from finding what they are looking for. In order to solve these issues, we recommend taking the following actions:
1. Leverage browser caching by instructing the browser to load previously downloaded resources from the local disk rather than over the network
2. Optimize images and reduce their size
3. Add system upgrade information on page b and search results on the website, and direct visitors to find the most wanted information that is currently hard to find (e.g. refund policy)