Analyse Google analytics and prepare report to draw conclusions

Do an analysis of datahub.io with the information from Google Analytics. Study and document the changes that have been observed in user's behaviour since the datahub homepage re-design.

User Stories

As Product Owner, I want an analysis of Google Analytics data from last 6 months, so that i can draw conculsions of the impact of the new design on the users.
As Tanvir, I want to analyze changes in user's behaviour in new design, so that i can figure out ways to improve engagement
As a Teammember, I want to analyze changes in user's behaviour in new design, so that i can understand the constant drop in CLI downloads

Acceptance Criteria

[x] A report providing concrete evidence of user's behavior changes since the redesign
[x] Meeting with concerned team members to draw conclusions
[x] Formulate the necessary steps to be taken to improve on the current user behavior on the website to increase engagement

Tasks

[x] Analyse Google Analytics data of last months
[x] Draw reports comparing the user's behavior before and after the home redesign
[x] Inspect the usage patterns
[x] Make the report available for the team
[x] Hold a presentation to know team's thoughts

Key Stats

Avg time on page

Avg time spent on page is up by 350%, Avg time spent turned to 00:01:31 as compared to 00:00:20 in april

Next page navigation summary

/search visits up by 129%
/pricing visits up by 344%
/login visits up by 212%
/blog visits up by 323%
/core down by -46%
/downloads down by -20%
/requests down by -57%

Conclusion would be that users are using navbar links since they don't have main call-to-action buttons that redirect to ceratin pages. E.g., in the old design the most visited pages were /core, /download and /requests and you can see that those pages have significant descrease in visits. As a results we have decreased number of CLI downloads and data requests.

Bounce rate

bounce rate increased from 14% to 47%

(Note: Looks like a steep escalation in bounce rate, but when compared to Jan,Feb,March, the bounce rate change from about 42%-43% to 47% in June. Were there speciafic changes made in April?)

Definition of Bounce Rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Hight Bounce rate could be a by-product of increased avg time spent? 350% increase in avg time means it's getting the right information for users right on their visit.

Things Learnt

New design has been able to enge the user for a considerably longer time. This could mean that the data tables and data-sets on homepage are engaging users, could also mean that it answers the questions of users without visiting a further pages.
Lack of proper call to actions to key offers like /core /requests /downloads has lead to a drop in users reaching the pages.
The high bounce rate could be a reason because of ambigious landing hero section. It looks pretty but is it practical?
Too many links, some of them are scroll links. Total 24 links on new homepage (excluding)

Tanvir's Remarks

Should move the offer sections above the fold
Clear call to actions boost traffic on right pages
Reduce the number of unnecessary links
Avoid scroll to section links.

Actions

Should move the offer sections above the fold
Reduce the number of unnecessary links
add a link to /download page in the 'Publish' section of homepage
add a prominent button/link to /download that says, eg, Get our data wrangler tool

datahubio / datahub-v2-pm