I analyzed website performance data for a B2B company.
Using various charts like bar charts, sparkline charts, scatterplots, choropleth maps, treemaps, packed circle charts, and donut charts.
Dashboard image
The most challenging task of this dashboard was customizing the time filter. I used two techniques: "custom date filter" and "show/hide parameters based on another parameter." This allows users to select their preferred time period or choose fixed periods like this week, last week, year, month, or quarter. Watch this video to see how it's done: Relative Date Filter in Tableau Dashboard - YouTube. It works for me, so it should work for you too.
Regarding the data, the dashboard showcases key website analytics metrics including total sessions, pageviews, unique pageviews, bounce rate, and exit rate.
Additionally, the sparkline chart illustrates the trend of website traffic over time using session and pageview data. The Packed Circle chart displays the top-performing pages based on the number of page views.
The packed circle charts show top-page performance
Furthermore, I utilized four charts to explain the traffic trend chronologically (past, present, and future). Here are some insights from the data:
The highest traffic occurred on weekdays and decreased significantly on weekends.
Q4 (from October to December) had the highest number of visitors.
Based on the current data, the forecasting data for Q2 2020 could reach up to 93.1K (as of August 31, 2019).
Present actual data and forecast the future data
Organic search and direct traffic were the main sources of website traffic. Referral traffic accounted for nearly 9% and primarily came from Google, Indiegogo, Xrea, Amazon, cnet, and theguardian.com.
Interestingly, the scatterplot demonstrated a correlation between Exit Rate and Page Load Time. Higher page load times increased the chance of visitors exiting the website.
Furthermore, the top 5 valuable markets for the company were the United States, India, France, the UK, and Germany. Visitors from the USA contributed to almost 50% of the traffic. India and the DACH region showed potential as markets for additional investment.
Nearly 70% of visitors accessed the website via desktop, while 27% used smartphones.
Lastly, the Choropleth Map illustrated the geographical distribution of website traffic, with the US having the largest proportion.
Recommended solutions based on the insights are as follows:
Allocate the advertising budget accordingly, increasing ads frequency from Monday to Friday and reducing it on weekends. Invest more in advertising during the Q4.
Expand into the DACH market.
Learn from the top-performing pages to adapt the content plan for the future.
Decrease page load time and enhance UX/UI to create a faster and more user-friendly interface, especially for mobile users.
Feel free to interact with my dashboard for more information. Website Performance Analysis | Tableau Public
Disclaimer: This data is only for case study purposes.
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