Google Merchandise Store 2016 Q4 EDA

Objective

• Provide a holistic analysis of the Google Merchandise Store in 2016 Q4
• Deliver insights and recommendations to improve performance and inform marketing strategy

Data Source

Google Analytics Sample Data of the Google Merchandise Store

Summary of Insights and Recommendations

Regions

• High-performing region: USA
• Regions to target for user acquisition: Canada, Puerto Rico
• Regions to consider market and user research: SEA, India

Devices

• Review conversion path and payment experience on mobile and tablet devices
• Value in targeting Google Chrome browser users

Engagements

• Review the YouTube brand store page and products
• Improve conversion rate through optimized engagement on home and store pages
  • More engaging content, improved site navigation, calls to action, and optimized conversion pathways
• Employ marketing strategies to drive repeat visits (retargeting ads)

Traffic Channels

• Increase focus on referral channel by strengthening partnerships
• Reevaluate Social and Affiliates strategies to improve targeting and content relevance

Site Performance

• Improve page load times to drive more engagement and conversions

Conversion Funnel

• Improve product descriptions, calls to action, and user reviews on product pages
• Optimize the checkout process to reduce friction

Tableau Dashboard

A tableau dashboard was created for this dataset at Web Store Performance Dashboard