Website Performance Presentation

The website has room for improvement in SEO and organic user acquisition. Page speed is slower than average goals at 5.8 seconds to interactiveness. Infinite scrolling may hinder crawlers and affect speed. Paid campaigns drove more visitors but organic traffic had higher engagement with longer average sessions. Bounce rates were comparable between organic and paid traffic. More research is needed on user paths and behavior through event tagging to improve campaigns and user experience. Recommendations include improving speed, navigation, and homepage design.

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Website Performance Presentation

Uploaded by

Yomna

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

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Website Performance Presentation

There is notable fluctuation in user acquisition which could indicate that paid
marketing campaigns and SEO efforts, although effective, did not yield long-lasting
results.

SEO and organic marketing is relatively less effective in terms of user acquisition,
which indicates that there is room for improvement of content marketing and SEO.
Below are some of my observations:

1) Page speed insights shows that the website takes 5.8 s to become interactive,
which is 2 s more than the average TTI goal. This could be due to the infinite
scroll feature of the website as well as the auto-play live streaming.

2) Infinite scroll, although it has benefits, could potentially hinder Google crawlers
from accessing the website easily.

Average session duration of organic traffic is relatively high, which means that
organic marketing efforts have succeeded in driving higher quality user engagement.

While paid marketing campaigns and ads succeeded to drive a high number of visitors
to the website, the relatively low average session duration of the users coming through
these campaigns could be a result of any of the following:

1) The misalignment of content on the landing page chosen for the respective campaign.
2) UX/accessibility/ technical issues.

There are also some variations depending on the geographical region, which could give
us insights to improve the marketing campaigns and SEO within the respective regions.

A large deficit in ratio of paid traffic to organic traffic, as is the case with Oman, Qatar,
and Bahrain calls for in-depth internal SEO efforts.

Similarly, a large deficit in ratio of organic traffic to paid traffic as is the case with Jordan
and Algeria calls for reviewal of campaigns.

Bounce Rate?
The bounce rate for both organic and paid traffic is more-or-less comparable.

More research and event tagging/scroll mapping is needed to detect entrance and exit
points of visitors. It is possible to segment the traffic channels through customized URLs
for ads to track the path the users came through and to use event tagging and scroll
mapping to detect where they exit the website.

Are the users coming through a marketing ad, for example, directly to a specific landing
page? Are they viewing any pages afterwards? Or are they coming through a SERP
search and then immediately “pogo-sticking”?

Segmenting the users by age, gender, the device they are using, as well as the browser
could also help us understand user behavior and issues they come across while using the
website.

Additional Recommendations:

Hover effect in the upper navbar as well as the article titles could add a modern and
interactive feel to the website.
Adding more options in the navbar as well as internal links in the homepage about
categories of relevant topics such as Covid-19 or War in Ukraine to increase user
engagement.
Removing the infinite scroll feature to enhance speed and adding a footer to increase
credibility of the website.
Rendering the homepage more static by removing the rolling news effect and the auto-
play streaming window. Instead, a large button with the play symbol could be added to
the navbar in a way that attracts attention.