During my time at Making Waves Stockholm, one of my biggest projects was to understand customer behaviour on the SCA website to build a new site for the company. It was important, not only to find out web performance, but also defining a competitors analysis to define the new strategy.
1. AUDIENCE OVERVIEW. It was important to get to know our audience and to answer simple questions like: who is visiting the website? where are they coming from? what are they looking for?
2. KEYWORDS OVERVIEW. How do people find out about SCA? Which terms drive most of the traffic to the site? What about the competitors?
3. BEHAVIORAL ANALYSIS. On this step, we were looking for things like traffic segmentation and taking a close look at how different traffic performed with different external forest pages, to find out what current customers were looking for.