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Web Analytics mini case study

Explore a custom web analytics report revealing how poor navigation design and system flaws affected checkout completion rates, leading to system migration for improved user experience and conversions.

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Web Analytics mini case study

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  1. Web Analytics mini case study Mitchell Teixeira mitchell@onceinaweb.com

  2. Custom Report • A custom report was created using the dimensions and measures of our choice • We needed a microscope view of scenario analysis allowing visibility down to the visitor level • Able to see visitor’s intent to convert but user interface distractions or system issues prevented goal completion

  3. Custom Report

  4. Factor: Poor Navigation Design Distracting and misleading links shown during checkout process confused visitors

  5. Factor: Underlying system flaws • A back end database with damaged customer record files prevented some customers from completing checkout

  6. Results • Navigation changes made to site. Misleading links removed from page header once customer begins checkout process • The ultimate result was that the client migrated to a new system because of this and other internal system issues with their ERP system

  7. Thank you!mitchell@onceinaweb.com

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