Project Overview

This case study focuses on analysing website traffic and SEO performance for Umami, a Shopify-based e-commerce platform specialising in umami-rich food products. The aim was to understand the sources of web traffic, identify patterns in user behaviour, especially concerning abandoned shopping carts, and optimise SEO practices to enhance the website's visibility and user engagement.

Objectives

• Evaluate the sources and quality of website traffic to the Umami Shopify platform.
• Identify trends and behaviours associated with abandoned shopping carts.
• Analyse the effectiveness of current SEO strategies and identify areas for improvement.
• Develop recommendations to optimise the website for better user engagement and conversion rates.
  

Data Collection

• Utilised Shopify's analytics tools to gather data on visitor demographics, sources of traffic, and user engagement metrics.
• Examined Google Analytics for additional insights into user behavior, traffic sources, and SEO performance.
• Analysed abandoned shopping cart data to identify common patterns and potential barriers to purchase.

Contributions

• Conducted a comprehensive analysis of website traffic sources, including organic search, paid advertising, social media referrals, and direct visits.
• Performed a deep dive into abandoned shopping cart instances, assessing the stages at which users drop off and the possible reasons behind these actions.
• Evaluated the website's SEO performance, identifying keywords driving traffic and areas where the website could improve its search engine ranking.
• Developed a set of recommendations aimed at reducing shopping cart abandonment rates and enhancing SEO practices to attract and retain a more engaged user base.
  

Results

• The analysis revealed a significant portion of traffic originated from organic search, highlighting the importance of SEO optimisation for the Umami website.
• Abandoned shopping cart data suggested high drop-off rates at the shipping options stage, indicating potential user concerns over shipping costs or times.
• SEO assessment showed opportunities for improvement in keyword optimisation, particularly for umami-related terms and product-specific keywords.
• Implementing the recommendations led to an increase in website traffic, a higher search engine ranking for targeted keywords, and a decrease in abandoned shopping carts by optimising the checkout process and providing clearer shipping information.