Metrics That Matter: Comprehensive Performance Review for Maven Fuzzy Factory

About this Project

As a Business Analyst, I spearheaded the transformation of data by utilizing MySQL Workbench to access and explore the Maven Fuzzy Factory Database. By querying various tables, we analyzed and optimized business marketing channels, website traffic performance, and product portfolio to quantify the company's growth.

1. G search Performance Overview: Monthly Sessions and Orders: In March 2012, we saw 1,860 sessions from G search, resulting in 60 orders, giving us a conversion rate of 3.23%. By April 2012, sessions nearly doubled to 3,574, but orders only increased slightly to 92, leading to a lower conversion rate of 2.57%. This trend suggests that while our reach through G search is expanding rapidly, the efficiency of converting sessions into orders is declining slightly, indicating potential areas for optimization.

2. Brand vs. Non brand G search Campaign Analysis: In March 2012, G search drove 1,852 non brand sessions and 8 brand sessions, resulting in 60 non brand orders and no brand orders. The data indicates that our nonbrand campaigns are currently driving the majority of traffic and conversions, with brand campaigns having minimal impact. This is an area where we could consider increasing brand awareness efforts to drive better engagement and results.

3. Device Type Performance: Nonbrand G search Sessions and Orders: For March 2012, nonbrand G search sessions split across device types show that desktop generated 1,128 sessions with 50 orders, while mobile had 724 sessions but only 10 orders. Despite mobile generating significant traffic, its conversion rate is noticeably lower. This highlights the need to enhance the mobile user experience to improve conversions from this rapidly growing segment.

4. Channel Comparison: Monthly Trends Across G search and Other Channels: In March 2012, G search delivered 1,860 sessions, while B search and organic search contributed 2 and 8 sessions, respectively. In April, G search sessions surged to 3,574, while B search and organic search showed modest increases to 11 and 78 sessions, respectively. Despite the dominance of G search, the growth in organic search is a positive sign of increasing direct engagement, although it remains relatively small compared to paid channels.

5. Website Performance Trends: Monthly Conversion Rates: The conversion rate from sessions to orders stood at 3.19% in March 2012, with 1,879 sessions and 60 orders. This rate indicates a stable performance, with minor fluctuations month-over-month, reflecting consistent conversion efficiency as we attract more traffic to the site. However, there’s still room for improvement in converting these sessions into orders, particularly as traffic volumes increase.

6. G search Lander Test: Estimating Revenue Impact: Since the G search landing page test, we have generated 22,972 nonbrand sessions. The conversion rate improvement from 3.19% for the home page to 4.06% for the lander-1 page suggests an additional 202 incremental orders as a direct result of the test. This equates to roughly 50 extra orders per month since July, demonstrating the significant revenue impact of the landing page optimization.

7. Conversion Funnel Analysis: Comparing G search Lander Performance: During the G search lander test period, 11,683 sessions landed on the custom lander-1 page. However, only 1 of these sessions progressed to view the products page, and none made it further down the funnel. This stark drop-off proposes that while the lander-1 page increases initial engagement, there is a critical need to refine the path to conversion, as most users are not advancing through the funnel.

8. Billing Page Test Analysis: Quantifying Revenue Lift: The billing page test generated a notable lift in revenue, with the new version increasing revenue per session from $22.83 to $31.34, a lift of $8.51 per billing page view. In the past month alone, we had 22,972 billing page sessions, suggesting a significant ongoing impact from the test, potentially contributing over $195,000 in additional revenue based on the incremental lift observed.

Conclusion:

Overall, our G search campaigns have shown substantial growth in traffic, but there are clear opportunities to improve conversion efficiency, particularly on mobile and through the custom lander page. Our tests on the landing page and billing page have yielded positive results, demonstrating the value of ongoing optimization efforts. Moving forward, we should focus on enhancing brand campaigns, refining the mobile experience, and continuing to optimize key conversion paths to maximize revenue.