HORIZON MEDIA

Marketing data analysis for one the biggest media companies. This report will show them how to increase sales via data visualization and understanding.

Year
2024

Client
Horizon Media

INTRODUCTION //

Horizon Media, a marketing company, has a strategic partnership with a telecommunications company – that sells phone, internet, and cable services from their website. There are two ways to purchase these services – an online cart or a call center sales agent – and Horizon Media runs both of these services for the company. The website optimization goal is to deliver the most appropriate purchase experience to each visitor based on what is known about them and their user behavior.

PROBLEM //

The telecommunications industry is negatively impacted by customers using alternative service providers for cable, telephone, and internet. Horizon Media is responsible for improving both online sales and call center sales. They are searching for ways to increase profits. Companies acquire new customers by offering exceptional experiences. Horizon Media is focused on optimizing the customer experience when placing orders.

DATA METHODOLOGY //

  • Data collection to proceed with a comprehensive approach combining quantitative analysis and qualitative insights

  • Utilizing web analytics tools, we'll gather quantitative data on user behavior, including website traffic, navigation paths, conversion rates, and bounce rates. This will be complemented by capturing demographic information, such as age, gender, location, and device type, to understand the characteristics of different visitor segments.

  • Tracking mechanisms will also be implemented to monitor user interactions with key website elements, such as the online cart, call center contact options, and service pages.

  • Introduce employ user surveys and feedback mechanisms to gather qualitative insights into visitors' preferences, needs, and pain points when purchasing telecommunications services. This will involve conducting online surveys or feedback forms to gather feedback to understand website usability and consumer experiences.

  • user testing will be conducted. We'll recruit a diverse group of participants to engage in usability testing sessions, where they will be asked to perform specific tasks related to purchasing services on the website. Observations will be made as participants navigate the website, noting any difficulties, confusion, or frustrations they encounter.

  • A/B testing experiments will be implemented to compare different versions of the website and identify which design elements, content layouts, and call-to-action buttons lead to higher conversion rates.

  • We'll leverage data visualization and reporting tools such as Tableau to create interactive dashboards and reports that present key findings from the research. Quantitative metrics such as conversion funnels, user journeys, and demographic breakdowns will be visualized to identify patterns and trends. Qualitative feedback and insights from user surveys, testing sessions, and feedback forms will be incorporated into the reporting framework to provide a holistic view of the website optimization efforts.

  • Insights will be used to make data-driven decisions and implement iterative improvements to the website experience.

DATA QUESTIONS

  1. What devices did they use to access the website?

  2. What browsers did they use to access the website?

  3. What OS did they use to access the website? What is the conversion rate by hour (time)?

  4. What are the four states with the highest average Cart Conversion Rates?

  5. What are the average Phone Conversion Rates by Device Type and Traffic Sources?

  6. Which segment of traffic should receive an online-focused vs. a phone-focused website experience?

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RESULTS

The most common device used to make purchases is a Desktop.

The phone conversion rate is the highest around 2 – 3 pm.

The cart conversion rate is the highest around 5- 6 pm.

The highest conversion rates are in the Midwest and Northwest.

The lowest conversion rates are in the South.

RECOMMENDATIONS FOR CLIENT

Based on the insights gleaned from the analysis of consumer behavior and purchasing patterns, several key recommendations emerge to optimize sales and marketing strategies. Firstly, prioritizing website optimization for desktop viewing is essential, considering it's the most commonly used device for making purchases. This involves ensuring a responsive design and user-friendly interface, coupled with personalized content and robust SEO practices to maximize visibility and engagement.

 

Additionally, tailoring marketing strategies to the preferences of users on Google Chrome and Safari browsers can significantly enhance conversion rates. This entails conducting thorough browser compatibility testing, optimizing performance, and crafting browser-specific ads to effectively target these users. Similarly, ensuring compatibility with commonly used operating systems like Windows 10 and Windows 7 is crucial. By testing functionality and performance and developing targeted ads and notifications, a seamless experience can be provided for users on these platforms.

 

Understanding peak conversion times, particularly for phone and cart conversions, presents an opportunity to refine marketing strategies. By analyzing conversion rates by the hour and implementing promotions, ad scheduling, and email campaigns during high-conversion periods, businesses can capitalize on peak engagement and drive more sales. Furthermore, leveraging geographic data to segment the audience and customize marketing campaigns can yield significant results. State-specific promotions, localized content, and partnerships with local entities can enhance brand relevance and resonance in specific regions. Given the high phone conversion rates, prioritizing mobile optimization with responsive design and fast load times is imperative. Similarly, optimizing for organic search and customizing landing pages based on consumer preferences can improve visibility and drive traffic.

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Lastly, tailoring user experiences based on traffic sources, such as providing cart-focused experiences for traffic from high-converting states and phone-focused experiences for mobile traffic, can further enhance engagement and conversion rates. By implementing these recommendations, businesses can optimize their sales and marketing efforts to effectively target their audience, improve user experience, and ultimately drive higher conversions across various devices and regions.