Background: Company X, an education consultancy platform, aimed to improve its digital presence and lead acquisition through a variety of marketing channels. This case study explores the performance of its digital campaigns, user engagement, and traffic sources from October 1 to November 9, 2024.
Key Metrics Overview:
1. User Acquisition & Traffic Sources
Sources:
- Direct Traffic: 3,700+ users
- Organic Search: 1,500+ users
- Paid Search: 533 users
- Display Ads: 347 users
- Referral: 16 users
- Organic Social: 4 users
Performance Insights:
- Direct traffic dominates the acquisition funnel, followed by organic search, indicating strong brand recall and SEO efforts.
- Paid campaigns (Search and Display) contribute significantly to user growth but warrant optimization for higher returns.
2. User Engagement
- Active Users: 5.1K
- Average Engagement Time per Active User: 49 seconds
- Engagement Rates:
- Events per session: 5.02 (Direct)
- Referral traffic generated the highest event rate per session (9.50) despite low session counts.
3. Top Performing Pages
- “Study Abroad with Company X” (573 views)
- “Contact – Company X” (527 views)
- “Jobs in Italy for Indian Students” (389 views)
These pages highlight key user interests in studying abroad and job opportunities, aligning with Company X’s core services.
4. Event Performance
- Top Events:
- Page views: 10K
- Session starts: 6.1K
- Form submissions (UK scholarships): 115 events
Key Observations:
- High form submission rates on scholarship pages signal effective lead capture mechanisms.
- Engagement events, such as scroll and search result views, reflect active user navigation through the site.
Channel Performance Analysis
Organic Search:
- Engagement Rate: 52.24%
- Average Session Duration: 37 seconds
- Events per Session: 4.12
Recommendation: Enhance SEO for lower-performing keywords to capture more intent-driven traffic.
Paid Search:
- Engagement Rate: 49.72%
- Session Duration: 26 seconds
- Events per Session: 4.63
Recommendation: Reassess campaign targeting to improve session duration and user engagement. A/B testing for ad creatives and landing pages may enhance user experience.
Referral Traffic:
- Engagement Rate: 50%
- Events per Session: 9.50
Recommendation: Strengthen partnerships with referring domains to leverage their high-quality traffic.
Geographic Insights:
Top countries contributing to active users:
- India: 4.1K users
- United States: 96 users
- Pakistan: 94 users
Focus should remain on high-performing regions like India while exploring strategies to boost presence in the U.S. and other emerging markets.
Bottomline:
Company X’s data-driven approach has yielded strong results, with high direct and organic traffic contributing significantly to user growth. By optimizing paid campaigns, enhancing SEO efforts, and leveraging content strategies, Company X can further increase engagement, improve lead quality, and achieve greater conversion rates.
