Chukwumuanya E. Nwankwo

Title: Website Traffic and User Behaviour (Dashboard Google-looker Studio) Problem A client running an e-commerce website noticed their sales were not growing despite steady ad spending. They lacked clear visibility into:     Where their website traffic was coming from (organic, social media, paid ads, referrals). Why users were leaving quickly (high bounce rate). Which products/pages led to conversions and which ones caused drop-offs. How to measure the effectiveness of marketing campaigns. Without proper analytics, the client couldn’t answer:     “Which marketing channels are actually bringing in customers?” “Why are people abandoning the site without buying?” “Which pages or campaigns drive the most conversions?” “How can we report this data in a way non-technical stakeholders understand?” Solution I implemented Google Analytics tracking and built a Google Looker Studio dashboard to visualize the insights clearly:      Google Analytics Setup → Configured property, enabled enhanced tracking for sessions, devices, and user flow. Traffic Analysis → Set up reports for traffic sources (organic, paid, social, referral). Goal & Event Tracking → Defined conversion goals (newsletter sign-ups, cart completions, purchases). User Behavior Flow → Identified where users dropped off (product pages, checkout process). Google Looker Studio → Compiled all findings into an interactive dashboard with charts, trend lines, and KPIs for easy interpretation by non-technical stakeholders. Skills & Deliverables     Google Analytics Setup & Tracking Goal & Event Tracking (Conversions, User Engagement) Google Looker Studio (Dashboard & Data Visualization) Performance & Conversion Insights Reporting Screenshots Visual 1: This is initial data exported from the website analytics containing date, channel, sessions, users, bounce rate, conversions and revenue. Visual 2: Cleaned and transformed dataset with additional metrics including Revenue per session, Top Landing pages, and Drop-off pages for deeper user behavior insights. Visual 3: Dashboard ( All insights combined) – Interactive dashboard visualizing website performance: showing overall metrics, channel analysis, conversions by channels, user trend. Results     Strong organic growth – Organic search is bringing in the highest number of conversions, showing that the brand is being discovered naturally through search engines. High brand recognition – Direct taffic shows many visitors already know your brand and come straight to your site. Revenue performance – The site generated $172,708 in revenue from 2800 conversions proving the site is effectively turing visitors into paying customers. Areas of improvement – A high bounce rate(80.79%) and low performance from social media indicate opportunities to improve engagement and marketing efforts for even higher returns. Overview for the Client The Website attracted over 35,000 visits, with 33,000 unique users in the period analysed. These visits generated 2,800 conversions. Key insights from the dashboard. o Organic search is the strongest driver of conversions, showing the importance of visibility on search engines. o Direct traffic accounts for the largest share of visits, meaning many visitors come straight to your site – a sign of brand awareness. o Social media contributes the least in both traffic and conversions, indicating an opportunity to strengthen campaigns there. o The bounce rate is high, suggesting many visitors leave after one page – highlighting a need to improve engagement and user experience. Value Delivered The analysis shows the strengths are, and where improvements will deliver the most impact.